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New Report Shows Specialty Coffee Consumption in the US Hits 14-Year High

By: Alexis Rubinstein, Managing Editor - Coffee Network

New Report Shows Specialty Coffee Consumption in the US Hits 14-Year High

 

CoffeeNetwork (New York) – The National Coffee Association (NCA) has released the results of their 2025 National Coffee Data Trends Specialty Coffee Report.

Results of the report showed that despite economic uncertainty at the start of 2025, specialty coffee is sustaining elevated levels. 55% of Americans reported drinking a specialty coffee beverage past-week.

The past-week penetration of specialty coffee has increased by 6 percentage points since 2020, indicating a potential for continued growth in the specialty coffee segment, as more consumers seek out espresso and non-espresso-based beverages.

In January 2025, the past-day penetration of specialty coffee is at 46%, the highest level recorded since 2020. Penetration of specialty coffee is driven by strong consumption of Espresso Based Beverages (EBBs) (28%). Meanwhile, N-EBB penetration is sustaining at 17%, indicating the appeal for cold coffee beverages, even in winter.

Within the specialty segment, the past-day penetration of espresso-based beverages (EBBs) has seen steady growth since 2020 (28%, +4pp vs. 2020). At the past-day level, consumption of EBB subtypes has been steady over the past five years. Espressos (8%), lattes (6%), cappuccinos (7%), and caffè Americanos (6%) drive past-day consumption.

Past-day penetration of Non-Espresso Based Beverages (N-EBBs) sits at 17% in January 2025, which is on par with 2024. Within N-EBBs, Cold Brew (8%) and Frozen Blended (8%) coffee types are driving past-day penetration.

In January 2025, the average number of cups consumed in the past day is 2.0 cups per capita. This is higher among past-day specialty coffee drinkers (3.0 cups), and generally on par with levels seen in recent years.

In January 2025, 73% of Americans consumed at least one cup of coffee in the past-week. 62% opted for traditional coffee, while 55% had at least one cup of specialty coffee. This is comparable with the levels observed in 2024. However, penetration of specialty coffee has increased by 6 percentage points since 2020, indicating a growing demand for specialty coffee.

Within the specialty segment, espresso-based beverages (EBBs) have seen consistency since 2020. In January 2025, 43% of Americans had at least one espresso-based beverage in the past-week, which is on par with 2024. Past-week penetration is primarily driven by espressos (18%), lattes (17%), cappuccinos (17%), and caffè Americanos (11%).

Past-week penetration of Non-Espresso Based Beverages (N-EBBs) sits at 28% in January 2025, which is on par with the last three years. The N-EBB segment grew during Covid-19 (2021) and has sustained at this level since. Within N-EBBs, Cold Brew (18%) and Frozen Blended (16%) coffee types are driving past-week penetration.

Past-week penetration of specialty coffee beverages is primarily driven by those aged 25-59 (64%) and lowest among those aged 60+ (43%). In contrast, traditional coffee is more likely to be consumed by the 60+ cohort vs. other age groups. While overall coffee consumption among those aged 18-24 is lower vs other age cohorts, the youngest cohort are more likely to drink specialty coffee (46%) vs traditional (36%).

Alexis Rubinstein

 

  • Coffee

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