Americans are drinking more gourmet coffee than ever survey results from the National Coffee Association revealed Saturday.
Now fully 61% of the coffee drank in the United States is described by consumers as gourmet, according to the results of a survey commissioned by the NCA and released during the group’s annual meeting in Atlanta, Georgia.
That is a record-high proportion for a segment that has been steadily growing for the past several years, as consumer preferences tilt to finer beans and tastier coffees.
Overall daily consumption remains at a similar level to last year, with 63 percent of respondents saying they had consumed coffee within the past day, results of the 7-22 January survey of about 3,000 people in the United States showed.
“While we’re not seeing a significant change in the quantity of coffee that people are consuming, there is a clear change in the quality and consideration of each cup,” the NCA said.
Americans continue to mostly enjoy their coffee in the home, with at-home consumption accounting for 78% of the total. This is little changed from the prior year, but is down from 84% in Y 2012.
The craft coffee movement, which is already embraced by the country’s largest generational group, Millennials, is well-positioned to capitalize on future industry growth.
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