Market penetration of
coffee among American adults has surpassed that of soft drinks,
reversing a 2-decade pattern. Specifically, the National Coffee Association's 2007 National
Coffee Drinking Trends (NCDT) report revealed that 57% of American adults drink coffee daily, while 51%
consume soft drinks daily. And 81% of American adults drink coffee, with 67% doing so at least once a week.
Daily coffee consumption among 18-24-year olds climbed to 37% — a jump of 6 percentage points over 2006, in a fourth consecutive
annual increase, for an overall gain of 21 percentage points
since 2003 when market penetration for this age group was only 16%. This segment also now drink 3.1 cups per day, up from 2.5 cups in 2005.
"Coffee is the new 'black' among beverages," said Robert F.
Nelson, president and CEO of the National Coffee Association, in a
prepared statement. "Coffee is a trend-setting menu option
for a new generation of consumers amid an exploding U.S. café culture." This age group also exhibits the largest increase in daily and weekly gourmet coffee beverage consumption.
This report is excellent news for GanoExcel affiliates!
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