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US coffee consumption report: Home consumption on the rise
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Friday, 22 November, 2024, 08 : 00 AM [IST]
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London, UK
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A new report has been launched by Expert Reviews to highlight the numbers behind the coffee drinking habits and trends of US consumers in 2024 - showing that consumers are drinking more home-brewed coffee as inflation continues to increase the price of a coffee shop cup.
The coffee consumption in US: Trends and statistics report compiles industry data to understand how the modern American enjoys their cup of coffee in 2024. It looks at the rise in home drinking against coffee shops, how much is consumed per person, state, and as a nation, the most popular coffees/coffee chains, and key coffee drinking trends.
In regards to home drinking against coffee shop purchasing, the report found that 80% of US drinkers have at least one cup at home every day. This is an increase of 10% since 2017, with an average spend of $75 per year on coffee for home. The most common home brewing method is drip coffee, stated by 45% of home drinkers. In terms of the coffee machine market, US makes up 29% - a total $3.7 billion out of $12.63 billion spent in 2024. Increasing every year by 2.63%, it will be worth more than $4.3 billion by 2030.
More than half (51%) of Americans order coffee from a coffee shop weekly or more often, and 8% buy takeaway coffee daily. 54% of people spend $20 or less every month in coffee shops. However, this is only set to decline due to the cost of a cup increasing by almost a quarter (23%) in the last three years, highlighted by Starbucks sales decreasing in 2024.
The preferred US coffee drink is the foamy cappuccino, as stated by 55% of the population. There’s a huge preference for milky coffee as 77% prefer a coffee with milk or creamer. Milk alternatives have also taken off with the preference for oat milk growing by 90% and almond milk by 71% in the last two years. The humble black coffee is in decline - since 2022, consumption rates have dropped from 74% to just 18%.
Daily US coffee drinkers have around 60% of US coffee drinkers have between 1-2 cups of coffee per day, while 36% say they put away 3-5 cups daily. They're also decreasing by generation: 83% of Baby Boomers consume it every day, followed by 74% of Gen X, 66% of Millennials, and less than half of Gen Z at 42%.
The biggest US coffee drinking trends of 2024 include iced coffee - 38% of Americans think positively of it, particularly Gen Z where 85% said they liked or loved it. Another is sustainable coffee with 70% of consumers being drawn to environmental friendliness when purchasing hot coffee, and 47% actively seeking out fair trade coffee.
Dalgona coffees, originally from South Korea, have also exploded in popularity within US homes, racking up hundreds of millions of views and likes across social media. Espresso martinis also continue their huge rise, regularly enjoyed by 1 in 4 Americans, representing a 79% increase in the drink’s popularity compared to 2022.
Amy Cutmore, editor in chief, Expert Reviews, said, “The cup of coffee stills holds a dear place for many Americans, but it's evolving. While younger generations are drinking less of it on a daily basis, they’re developing it into new forms that take inspiration from other countries and social media influencers. These factors, in combination with the price of coffee increasing due to inflation, means the trend of home coffee making has really taken off and I’m sure will continue into 2025. The lead up to the end of year is one of the busiest times for coffee machine vendors - and due to these new trends, it may be one of the biggest sales periods since 2020/21. Following this, it'll be interesting to see what new coffee concoctions will be created from home in the future, and what this means for coffee shops and chains.”
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