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Research Outline
Prepared for Amanda K. | Delivered July 6, 2020
Coffee Drinking Consumers
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Goals
To understand the consumer of better-for-you alternatives to coffee.
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Early Findings
Coffee Consumers
Coffee is enjoyed by
64% of American adults
. Both women (66%) and men (62%) drink coffee every day. Although members of all generations consume the traditional beverage, those in the
55+ cohort
are more likely to be avid consumers.
Typically, older adults consume about three times as many cups every day. As for frequency,
74% of those over 55
drink at least one cup of coffee every day.
A study released in 2018 examined data from past surveys to determine what influences coffee consumption. It discovered that age, smoking, sex, and ethnicity are the most relevant contributing factors.
Non-Hispanic whites
are the ones more likely to consume coffee, followed by Hispanics.
People with
higher incomes
are more likely to be avid coffee consumers than those in the lower-income brackets. Adults working in
legal, management
, and business and financial occupations are the most avid consumers.
Summary
There is limited available information about consumers of better-for-you alternatives to caffeine; therefore, we focused on the proposed alternative, avid coffee consumers.
Our initial research discovered that an avid coffee consumer is likely to be a Non-Hispanic white woman over 55, working in legal, management or business occupations, and in the high-income bracket.
We proposed using the demographic profile to create a robust and detailed profile of these consumers, highlighting any information related to coffee and coffee alternatives.
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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