The Palate Continues to Evolve

Apr 26, 2013|

Americans love their coffee; its hardly breaking news.  Coffee consumption continues to rise in the U.S., according to new data released by the National Coffee Association, overall consumption was up nearly 5% in 2012 with 83% of Americans saying they drink coffee.

To get to the news portion of the story you have to look inside the cup. The evolving coffee palate in the U.S. continues to elevate the profile of gourmet coffee beverages.  The NCA said 46% of the U.S. population drank a gourmet coffee beverage daily in 2012 up from 37% in 2011.  This evolving thirst keeps the nations leading roasters busy in their labs.

"It took eight months and more than 80 different recipe and roast iterations before we landed on the exact flavor profile our customers told us they were looking for, said Brad Anderson, master roaster for Starbucks (, Jan., 2012).

Think the gourmet coffee trends skews to the younger generation? Think again.  According to the NCA, gourmet coffee has a balanced age profile. The 25-39 age group (32%) is the heaviest drinkers, closely followed by the 40-59 set (27%). The 60+ group comes in at 22% while 18-24-year-olds account for 19% of the consumption.


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