A study released by the National Coffee Association in the United States has revealed the latest consumer trends around the beverage. The study organised data from surveys and interviews with 3000 people. The dominant trend revealed by the report show that coffee consumption is on the rise as a whole, with a particularly large uptick in the ‘gourmet’ category, non-espresso drinks such as cold brew and brews from single-cup machines. The upward trend is welcome news for coffee vendors, who have been reporting a drop in sales every year since 2013. “More of us are drinking coffee, and younger consumers appear to be leading the charge,” said Bill Murray, National Coffee Association president and CEO. “A steadily growing taste for gourmet varieties is also driving a wider trend toward specialty beverages.” 2017 also marks the first time there will be a report dedicated to the coffee drinking habits of the younger generations knowns as ‘millenials,’ hoping to shed light on the emerging market of coffee drinkers between the ages of 13-18.
US STUDY SHOWS CHANGING TRENDS IN COFFEE DRINKING
