Consumption among U.S. consumers in the 18-to-24 age group has rebounded to 2008-09 levels, with 41% of them drinking a daily cup compared to 31 percent in 2010, according to findings from the 2011 NCA National Coffee Drinking Trends study just released.
The study, commissioned by the National Coffee Association, found the coffee category remains strong, narrowing the already slim lead of soft drinks.
The survey also said 54% of 25- to 39-year-olds drink coffee daily, up from 44% in 2010 and 53% in 2009.
Gourmet coffee continues to be a significant portion of total coffee consumption, indicating that consumers want to maintain coffee quality even as the economy is uncertain. Nearly 90% of coffee consumers said they drank coffee at home in the past day as compared with 24% who said they drank coffee away from home in the past day.
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