NEW YORK CITY -- The National Coffee Association of USA has announced that its 2010 National Coffee Drinking Trends study is available now for download, and the printed edition is slated to ship in mid-July. It may be ordered online at the NCA website.
First conducted in 1950, NCA's research has evolved into a comprehensive market study detailing patterns of consumption in the United States, overall and for both traditional and gourmet coffee.
NCA also can develop custom reports by analyzing its data to meet specific market interests, giving marketers access to more than 1,500 pages of coffee consumption information. Tabulated data can be purchased online. Information about these research tools may be obtained by calling NCA's headquarters at (212) 766-4007.
The 2010 National Coffee Drinking Trends study was conducted among males and females, 18 years of age or older, who consumed any beverage besides tap water on the day before the interview. The association explained that the study's sample is representative of the population of the continental U.S. -- 232,404,000 people who are at least 18.
Respondents were selected randomly from an online panel to assemble a nationally representative sample of 2,740 people. Data were collected from mid-January to mid-February of this year, with daily interview quotas to ensure a mix of days of the week. Each respondent was interviewed regarding the beverages that he or she consumed on the day before the interview.
Consumption information was collected for six time periods or dayparts. In addition, coffee drinkers were asked in detail about more general coffee consumption practices, as well as attitudes and perceptions regarding coffee beverages. Finally, a demographic profile of all survey participants -- coffee drinkers and nondrinkers alike -- was assembled. The data were aggregated and weighted for age, gender and region, based on Census data.
The 2010 study found that daily consumption of coffee beverages remained unchanged from 2009, with 56% of adults partaking and 84% of consumers not changing their consumption habits despite the economic environment. Moreover, 40% of the coffee consumed is now gourmet. Coffee preparation at home is up four percentage points, with 86% of previous-day coffee drinkers reporting that they made coffee at home.
Purchasers who order the study from NCA's website will receive an electronic copy in PDF. The association reports that orders received during business hours (Monday through Friday from. 9 a.m. to 5 p.m., Eastern Time) will be processed within one business day. Orders received after business hours or on weekends will be processed on the next business day.