In April, coffee consumption in the United States hit a two-decade high, as revealed by the Spring 2024 edition of the National Coffee Association’s (NCA) National Coffee Data Trends report. Specialty coffee has emerged as a significant driver in this surge, prompting the NCA to collaborate with the Specialty Coffee Association on a consumer insight report. Released last Wednesday, the report showed that 45% of American adults had consumed specialty coffee the previous day, marking a 13-year high and surpassing traditional coffee consumption for the first time. This trend has seen an 80% increase in past-day specialty coffee consumption since 2011. The primary drivers of this growth are coffee drinkers aged 25 to 39, with 66% having consumed specialty coffee in the past week. Specialty coffee drinkers also consume more coffee on average than traditional coffee drinkers, with 2.8 cups per day compared to 1.8. Additionally, espresso-based beverage consumption increased by 4%, and non-espresso drinks rose by 7% over the last year. NCA CEO Bill Murray highlighted coffee's alignment with consumer tastes and health trends, reinforcing its status as America’s favorite beverage. The report underscores the mainstream acceptance of specialty coffee, transforming from a niche market to a dominant force in the coffee industry.
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