Is Coffee Losing Its Luster In America?

A survey out this week from the National Coffee Association confirmed that coffee continues to be the hot drink of choice among Americans; the association claims that more than 75 percent of the nation's population enjoys a good cup of joe. However, a deeper dive into the survey's figures suggests that England's drink of choice, tea, could be giving coffee a run for its money. Regular Coffee Consumption Declines This year 59 percent of respondents reported a daily java fix, compared to last year's 61 percent and 2013's 63 percent. The decline could be attributed to a higher focus on health and wellbeing, especially among young people who are looking to decrease their consumption of caffeine in general. While the survey did show that those between 18 and 39 are drinking more espresso based beverages than they have in the past, the 40+ crowd remains the largest coffee consumer. Tea On The Rise Tea consumption, on the other hand, appears to be on the rise. A survey by YouGov YouGov showed that young people may be shifting their preferences. For those over 65, coffee was strongly preferred to tea; but for respondents aged 18 and 29 the two drinks were preferred almost equally. Coffee Industry Changing Shape While the figures still show that coffee is number one in the eyes of Americans, it could drive companies like Starbucks SBUX and Keurig Green Mountain GMCR to further diversify their non-coffee offerings. Both companies recently began pushing into new spaces with Starbucks creating a late-night alcohol menu and Keurig working to develop a cold beverage dispenser.