COFFEE TRENDS: Soft Drinks Down, Coffee Sales Up Among Adults

For the first time since 1990, the percentage of adults who drink a daily cup of java has topped the percentage of adults who drink soft drinks each day. Soft drink consumption decreased 6 percent, down to 51 percent last year, according to a random telephone survey conducted by the National Coffee Drinking Trends Report which is sponsored by the National Coffee Association.

"Coffee is experiencing a new Renaissance," said Robert Nelson, president and CEO of the association, "Coffee is gaining a higher profile among American consumers as they enjoy an expanding menu of options amid an exploding cafe culture."

Other increases include a continuing upward trend among 18 to 24-year-olds in daily consumption and among those who are ages 40 to 59 or over 60 there was an increase to 61 and 74 percent respectively.

The only age category to dip slightly was those aged 25 to 39 who cut back to 44 percent from 47 percent but this is still a higher rate of consumption over 2002. Overall consumption is the same as last year, 82 percent, a continuing rise over the last three years. Other trends spotted in the report are that weekly consumers are down 1 percent less (67 from 68) than 2006 while daily consumers are up 1 percent (48 over 47) and ground coffee is the preferred source for at-home brewing over instant coffee.

Gourmet coffee took a little dip to 14 percent, down from 16 percent in 2006 which some market researchers believe is because "gourmet coffee has become so mainstream it is perceived as 'regular coffee' by the general public."

FEATURED RECIPE:
Café Amaretto

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