NCA study finds fewer drinkers consuming better coffee

31st March 2008

Fewer consumers are drinking coffee, but the percentage of gourmet coffee continues to rise, according to the 2008 National Coffee Drinking Trends survey conducted earlier this year by the National Coffee Association of USA.

The full results of the survey—conducted since 1950—are to be released in May, but the NCA revealed some of the key findings at its Annual Convention in Aventura, Florida in March.

Daily coffee consumption, among the 6,000 consumers contacted by phone or online, was down to 55% of adults, from last year’s 57%, the 2008 survey found, although that consumption decline appears to be in traditional coffee. Gourmet types went from 14% to 17% penetration with increases seen in all consumers aged 25 and above, the NCA said.

Mark DiDomenico of Sara Lee Foodservice, who introduced the survey results at the Convention, blamed the current difficult economic conditions and resulting unemployment and reduced discretionary spending for a fall in daily coffee consumption by 18- to 24-year-olds from 37% in 2007 to 26% this year.

The survey also found that more people agreed that coffee was good for health, DiDomenico said, a result that reflected well on the Association’s ongoing “Coffee Delivers” publicity campaign to promote the benefits of consumption.