Consumer preferences in coffee are shifting rapidly, as shown by a recent analysis of millions of transactions by Square. This study highlights key trends in coffee consumption across the U.S. and Canada, revealing a strong move towards purchasing coffee outside the home and an increasing demand for sustainable and health-focused options. A survey of over 3,000 adults supports these findings, showcasing how coffee drinkers are changing their habits and preferences.
• About 25% of U.S. coffee drinkers visit coffee shops three to four times weekly, with 10% buying coffee daily. In Canada, this figure rises to 33%.
• Consumers are willing to pay more for ethically sourced coffee, with 27% of Canadians and 21% of Americans showing interest in sustainable options.
• There is a growing trend for “functional” ingredients in coffee, with younger consumers particularly interested in protein and collagen add-ons.
• Plant-based milks, especially oat milk, are gaining popularity, with oat milk accounting for 33% of coffee orders.
Understanding these trends is crucial for coffee businesses to adapt and meet consumer demands. The shift towards sustainability and health-conscious choices reflects broader societal changes, making it essential for brands to align with these values to remain competitive in the market.
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