NCA Study Finds Coffee Is Americans Favored Daily Beverage Next To Water OCS Has Room To Improve

CHARLESTON, SC -- More than three-quarters of Americans drink coffee, according to new research from the National Coffee Association. That figure confirms coffee's continued strength among consumers, and places it as America's top daily beverage choice next to water.

The NCA's 2015 National Coffee Drinking Trends study also found that 59% of Americans said they drink coffee each day, while 71% reported partaking at least once a week. For 2015, total coffee consumption remained relatively steady. Past-year consumption came in at 78% versus last year's 79%, past-week at 71% versus 73% and past-day at 59% versus 61%.

A key finding for office coffee service providers is that attitudes toward workplace systems suggest opportunities to improve the experience. Fifty-four percent of those surveyed said they are less than "very satisfied" with their workplace coffee area, while the 13% who said they are not satisfied will likely be a receptive audience for new preparation options, NCA said.

The NCA study indicates that the single-cup trend continues, with ownership hitting an all-time high of 27% of consumers. Awareness has also soared to 75%, and "definite" or "probable" intent to buy within the next six months is up to 12%.

Age profiles for coffee consumers appear to be shifting as well, according to the study. While overall consumption continues to skew older, the margin is smaller in 2015. At the same time, the skew is not seen across all coffee types -- espresso-based beverages are significantly more popular among those 18-39. There appears to be sustained, if not growing, strength among all under 40, particularly those 18-24. Conversely, an overall decline in non-gourmet coffee consumption is more pronounced among those 18-24.

Daypart behaviors also suggest evolving consumer tastes. Breakfast's dominance appears to be slipping in favor of later dayparts. In 2015, 81% of daily consumers drank coffee at breakfast, a six-point drop over three years. During the same period, afternoon coffee consumption jumped by five points, according to the study.

The National Coffee Drinking Trends study has been conducted annually by the NCA since 1950. It is the longest available statistical series of consumer drinking patterns in the U.S.