Dana Point, California, March 20, 2010 – Despite sustained economic challenges, a consistent number of consumers continue to drink coffee on any given day. This is revealed by new data from the NCA’s 2010 National Coffee Drinking Trends (NCDT) market-research survey.

In 2010, consumption of coffee in the past-day remained essentially unchanged as compared with the 2009 figure, with 56% of adults aged 18 and older partaking. Daily consumption in 2009 had been also unchanged from 2008. Coffee consumption within the past-week also held stable versus previous years, at 68%. This stability indicates that the number of people consuming coffee has not been significantly affected by the economic environment.

“For consumers, coffee is a given, a daily enjoyment,” said Robert F. Nelson, President and CEO of the National Coffee Association. “Despite the recession and the need for consumers to alter their spending habits, their daily coffee has proven to be a non-negotiable, as demonstrated by unchanging coffee consumption over recent years.”

Coffee Is Recession Resistant
Also unchanged from last year is the finding that 84% of consumers claim that their coffee consumption has not varied in the past six months in response to the economic environment. This strongly indicates that most consumers are consciously maintaining the coffee behaviors they had developed prior to the recession.

Coffee Has Become a Premium Beverage
Not only are consumers maintaining their coffee drinking habits, but they’re also demanding higher quality coffee, even in the face of economic challenges. 40% of the coffee consumed is now gourmet, as consumers favor the affordable luxury of coffee brewed from premium whole bean or ground varieties.

Location Matters
In 2010, 86% of past-day coffee drinkers prepared their coffee at home, a rise from 82% in 2009. At the same time, fewer past-day coffee drinkers drank coffee that was prepared away from home, as evidenced by a drop to 26% from 2009’s 31%. This likely reflects how consumers have managed to balance their love of coffee with a desire to control costs in response to the recession.

National Coffee Drinking Trends
The "gold standard" of U.S. coffee consumption tracking for over 50 years, the NCDT offers a wide array of data capturing coffee drinkers' behaviors, habits and attitudes. The study combines a solid core of timeless questions to measure changes over time, as well as new questions and analysis techniques designed each year to assess new trends and developments. For the first time in 2010, after two years of conducting parallel studies online and via telephone methodology, the 2010 report was conducted exclusively online. As in 2009 the report will highlight questions aimed at determining how consumers are reacting to the economy and how the economy is affecting coffee consumption.

NCA
The National Coffee Association of U.S.A., Inc. (NCA), established in 1911, is the leading trade organization for the coffee industry in the United States. NCA is the only trade association that serves all segments of the U.S. coffee industry, including traditional and specialty companies. A majority of NCA membership, which accounts for over 90% of U.S. coffee commerce, are small and mid-sized companies and includes growers, roasters, retailers, importer/exporters, wholesaler/suppliers and allied industry businesses.

The NCA provides a wide array of services, focusing on market and scientific research, domestic and international government relations, issues management and public relations, and education. The NCA’s core purpose is to champion the well-being of the U.S. coffee industry within the context of the world coffee community.

For further information contact info@ncausa.org or 212-766-4007.

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