Coffee Drinking Consumers


To understand the consumer of better-for-you alternatives to coffee.

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.


  • 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.

Proposed next steps:

You need to be the project owner to select a next step.