The National Coffee Association's latest poll indicates that we're becoming a country of caffeine snobs. But is that true?
The National Coffee Association USA recently dropped its annual survey results, and, as usual, there’s a wealth of information to sift through to better understand the state of coffee drinking in America. The quick take: While overall coffee consumption remains steady, more Americans are turning to gourmet beans.Every year since 1950, the NCA has commissioned a survey to learn about the nation’s coffee habits.
One other factor to consider in America’s apparent turn toward gourmet coffee: The NCA study includes ready-to-drink coffee in this category. “Think: The Starbucks can you might buy in the supermarket,” Campbell says. “The lines haven’t been defined clearly in the specialty sector,” Vigilante tells me. “I think it’s still super-new to the coffee world.”• African Americans embrace gourmet coffee. Gourmet coffee drinking is up 7 percent among African Americans compared to last year’s survey. Asian Americans top the list of gourmet coffee drinkers at 47 percent, followed by Hispanic Americans at 46 percent, African Americans at 40 percent and Caucasian Americans at 39 percent.
Incidentally, single-cup brewers, such as the pod-based Keurig, are the second-most popular brewing method. Twenty-seven percent of those polled said they used these machines the previous day, eight points higher than in 2012.
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