The finding mirrors increased confidence expressed by that demographic group about individuals' personal financial situation. The study also found that the coffee category remains strong, narrowing the already slim lead of soft drinks, NCA said.
"2011 NCDT data show that coffee's relevancy remains [image-nocss] strong amid a proliferation of beverage options," said Robert F. Nelson, NCA president and CEO. "A rebound in consumption among younger drinkers demonstrates strong category loyalty, which suggests a solid customer base for future growth."
Highlights: In the 2011 study, 40% of those 18 to 24 said they drink coffee daily, up from 31% in 2010 and on par with 2009's 40%. For those 25 to 39, 54% said they drink coffee daily, up from 44% in 2010 and ahead of 2009's 53%. These figures aligned with findings that 29% of those 18 to 39 felt better about their financial situation than last year, while other age groups did not. Gourmet coffee continues to be a significant portion of total coffee consumption--indicating that consumers want to maintain coffee quality even as the economy is uncertain. The vast majority of coffee consumers drink coffee at home in the past day (86%) as compared with 24% who drink coffee out of home in the past day, consistent with last year's figures. (Note that these figures include those who drink coffee both at home and away.) Single-cup systems: Penetration is growing at an average of 1% per year, and 35% of those with a pod system acquired it in the past six months. Also, people who buy the pod system are now more likely to use it to replace their current brewer. Perception of the single-cup systems is improving--moving from 26% who think the systems are excellent or very good in 2007 to 45% who think the systems are excellent or very good in 2011. NCA, established in 1911, is a leading trade organization for the coffee industry in the United States. A majority of NCA membership, which accounts for more than 90% of U.S. coffee commerce, is comprised of small and midsized companies and includes growers, roasters, retailers, importer/exporters, wholesaler/suppliers and allied industry businesses. NCA offers a wide array of services, focusing on market and scientific research, domestic and international government relations, issues management and public relations and education. The NCA's core purpose is to champion the well-being of the U.S. coffee industry within the context of the world coffee community.
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