Despite what it called “sustained economic challenges,” a consistent number of consumers in the US continue to drink coffee on any given day, according to new data from the National Coffee Association’s 2010 National Coffee Drinking Trends (NCDT) market research survey.
In 2010, consumption of coffee in the past-day remained essentially unchanged compared with the 2009 figure, with 56 per cent of adults aged 18 and older partaking. Daily consumption in 2009 was also unchanged from 2008. Coffee consumption within the past-week held stable compared to previous years, at 68 per cent.
“This stability indicates that the number of people consuming coffee has not been significantly affected by the economic environment,” said the NCA.
“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.”
