The latest report from the National Coffee Association (NCA) and the Specialty Coffee Association (SCA) reveals a significant rise in specialty coffee consumption in the United States, particularly among younger demographics. Data from a January 2024 survey involving nearly 1,800 U.S. adults show that 45% of respondents had consumed specialty coffee in the past day, marking the highest percentage since before the COVID-19 pandemic and a 4% increase from the previous year. The report notably does not provide a stringent definition of "specialty coffee" but indicates it includes premium whole bean or ground varieties distinct from traditional coffee. The highest consumption rates were observed among the 25-39 age group, with 66% drinking specialty coffee in the past week. This trend also spans other age groups, showing increased consumption across the board compared to 2023. The report suggests that cultural and social factors, in addition to taste, are driving this trend, with a notable 75% of specialty coffee drinkers associating cold brew coffee with being 'cool or trendy.' The comprehensive report, which offers valuable insights for coffee marketers and product developers, is available for free upon registration, and a detailed webinar is scheduled for June 26.
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