Coffee: everybody drinks it. You probably don’t need a market research survey to tell you that. Why they are drinking it and where, on the other hand, well, you probably don’t need a market research survey for that either, but it’s still kinda fun to look at. Thus is the case for the new report, 2024 Coffee Statistics: Consumption, Preferences, & Spending. Performed by the Syracuse, New York research firm Drive Research, the report gives a look at what coffee Americans are drinking and why, and the results are maybe a little promising?
For their report, in January of 2024 Drive Research polled over 1,300 individuals across the United States to find out about their coffee drinking preferences. Turns out, most Americans like coffee; 73% of those polled state they drink it on a daily basis. (Though Starbucks is the favorite brand for 48% of folks, with Dunkin’ coming in second at 45%.)
When they say every day, they mean every day, all the time. A 36% of folks drink three to five cups a day, which makes sense, given that 48% of those polled believe there are health benefits to coffee consumption; four cups daily seems to generally be the healthful sweet spot in many scientific studies on the subject. 60% of folks stick to one or two cups a day.
Though three in four people drink coffee every day, a much larger percentage, 87%, “identify themselves as having a strong affinity for coffee, ranging from being somewhat obsessed to fully consumed by their love for the beverage.” And the love affair goes beyond caffeine. The biggest reason people claim to drink coffee is because they like the way it tastes. 83% of respondents stated as much; 67% like it for its energy.
The obsession, it appears, takes place primarily in the home. 66% state they make their own coffee at home every day, with 89% doing so at least once at week. Nearly half prefer a medium roast profile, followed by just over one in four favoring a dark roast; light roast is bringing up the rear with 12%.
In total, these statistics point to coffee being more than just a caffeine vehicle. More and more, folks are appreciating the nuance in a cup of coffee and are appreciating the experience of making it at home. And while not all of those 1,300+ folks are specialty coffee drinkers, their answers point to a perfect storm of circumstances to create large swaths of specialty coffee acolytes. And that benefits everyone in the supply chain, hopefully at least. The rising tide lifts all boats.