2007 National Coffee Drinking Trends Report
Posted by TheShot on 19 Jul 2007 | Tagged as: Consumer Trends
The National Coffee Association (NCA) just recently released their annual report on coffee-drinking trends in the U.S.: National Coffee Drinking Trends Main Page – National Coffee Association. Yes, the NCA — those dinosaur progenitors of the SCAA, from way back when percolators and instant coffee that tasted like ground kitty litter roamed the earth — is still around and kicking. Relevance be damned. But the NCA publishes an annual coffee consumption report based on national market research.
The short of the report this year? Apparently 18- to-24-year olds are responsible for most of the increases in coffee consumption in the past year (daily, weekly, and annual consumption). They are also the only age group that showed an increase in daily gourmet coffee beverage consumption, and they had largest increase in weekly gourmet coffee beverage consumption. Apparently you need a lot of coffee to stay awake hanging out on Facebook all the time. However, people 40 and up showed the largest growth in consumption of gourmet coffee beverages over the past year.
Also of note: last year the market penetration of coffee among American adults surpassed that of soft drinks, reversing a two-decades-old trend.
2 Comments »
Hello,
My name is Isabella and I am a student in the Medill School of Journalism at Northwestern University.
I am writing a feature on adults and caffeine, particularly coffee. I saw your National Coffee Association article on Vending Times and was hoping you could help me with data and statistics with a copy of the NCA’s 2008 Coffee Drinking Trends study.
If you have a copy of the report – or any information, data, etc. – I would be incredibly grateful!
Please feel free to contact me with any questions or comments you might have.
Thank you again,
Isabella
Hi Isabella –
As a Chicago native, I’ll do more than give you an NCA resource. I’d like to point you to a couple of resources to address a much bigger crisis in medical journalism, both curiously coming from the UK:
Say the words “adults and caffeine” and “journalism” in the same post, and our alarms go off in a major way — knowing what a scientifically ignorant, public confusion-mongering, and misinforming job that mainstream journalists perform on this topic on a weekly basis.
We sincerely hope you prove this stereotype wrong, because neither the medical research community nor the journalists covering them have any business beating the dead horse of coffee and caffeine consumption any further. After 1,000 years of human consumption, there’s nothing new left to be said about coffee. And after untold years of conflicting, weekly medical studies, enough is enough — it’s time to move on to more pressing, medically productive health concerns.
Whatever you do, please avoid these two major traps of medical/science journalism: