Younger consumers also showed more affinity for espresso-based beverages than other age groups, with 16% of those ages 18 to 39 drinking them in the past day, compared with just 6% of those 60 and older.
Overall daily consumption of coffee by younger consumers, however, appears to have fallen. Among the 18 to 24 group, daily overall coffee consumption dipped to 41% from 50% last year, and for those 25 to 39, consumption dropped to 59% from 63%.
The 2013 levels are more on par with earlier years, suggesting that the apparent decline indicates volatility in these segments rather than softening, according to NCA.
Conversely, overall daily consumption of coffee among those 60-plus rose to 76% from 71% in 2012, and for those ages 40 to 59 to 69% from 65% last year.
The 2013 NCA study suggests that the 60-plus cohort favors gourmet varieties of traditional coffee, with daily consumption climbing to 24% from 19% in 2012. For the 25 to 39 group, conversely, the corresponding figures dropped to 18% from 26% last year. For non-gourmet traditional coffee, daily consumption was essentially steadied for those 60-plus, but softened among those ages 18 to 24, moving from 27% to 17% this year.
«NCA research finds that American coffee consumption continues to trend upward as consumers respond to variety and convenience,» said Robert F. Nelson, NCA president and chief executive. «Building on existing market enthusiasm, changing U.S. demographics and single-cup brewing may be adding momentum to already enthusiastic consumer engagement.»
NCA has conducted its National Coffee Drinking Trends study annually since 1950. It is the longest available statistical series of consumer drinking patterns in the U.S. This year’s study engaged a nationally representative sample of 2,840 adults, who completed an online survey.
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