STiR coffee and tea magazine

Volume 8, Number 2

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Page 26 of 75

STiR coffee and tea 27 Specialty Import Export Farming Services Breakfast in decline Breakfast continues to be the dominate daypart for coffee consumption (82% past-day) but breakfast and morning con- sumption (37% past-day) are in decline. "In recent years, there has been a gradual erosion of breakfast consump- tion paired with stronger consumption in later dayparts," according to NCDT. "This has been attributed to the strength- ening of espresso-based beverages which are prepared outside the home and drunk later in the day." The report found 25% of past-day drinkers consuming coffee in the afternoon, up from 19% in 2012. Less coffee is being consumed in the workplace but most office coffee (64%) is prepared on location. This is down from 74% in 2017. Commuters bringing coffee to work account for 36% of cups consumed at-work. The study found that 9% of past-day coffee was consumed while traveling. In 2019, 57% of past-day coffee drinkers said they consumed their coffee at-home, a tally rising to 79% for those aged 60+. Panel perspective During its annual convention in Atlanta, NCA convened a panel of coffee experts to review and respond to findings in the newly formatted NCDT. Panelists included Kyle Newkirk, s.v.p. commodities and global sourcing at S&D Coffee & Tea, Inc.; Andi Trindle Mersch, Philz Coffee, San Francisco; and Jonathan White, e.v.p. White Coffee. Moderated by Mark DiDomenico at Datassential, the group considered the impact of aging. Older consumers remain the most loyal to coffee (72%) past-day while 18-24 year-olds report somewhat lower participation at 47%, noted DiDomenico. By 2035, there will be more people over 65 than there are under 18, he noted. This year's NCDT is formatted as a Powerpoint to share with staff and clients making statistics, trend lines, and comparisons to previous reports more accessible. Learn more:

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