Americans seem to be loving their caffeine more than ever. According to the recent National Coffee Association’s (NCA) 2017 National Coffee Drinking Trends (NCDT) consumption tracking report, the percentage of Americans drinking coffee on a daily basis increased to 62 percent in 2017, up from 57 percent in 2016. The increase brings overall coffee consumption back above 2014 levels while reversing slow declines since 2013.
According to the NCDT, “soaring consumer enthusiasm” for coffee varieties was among the drivers behind the increase in addition to a “robust increase” in past-day coffee drinking among younger consumers.
“More of us are drinking coffee, and younger consumers appear to be leading the charge,” said Bill Murray, NCA's president and CEO, in the report’s news release. “A steadily growing taste for gourmet varieties is also driving a wider trend toward specialty beverages.”