February 2014 • www.specialty-coffee.com | 13
in instant coee, which accounts for some of the growth in
single-cup brewing. But a rise in home-brewed coee of just
under one percent doesn't account for the entirety of instant
coee's decline.
When consumers are worried about their nancial situation,
they spend less on luxury items like gourmet coee. Overall, a
better nancial landscape is having a very positive eect on the
industry. It's always good news when the economy is thriving,
and the fact that 26 percent of study participants said they
were in a better nancial situation than they were six months
prior is great news for any business.
According to the NCA, 11 percent of people who were in
better nancial shape said they frequent coee shops more.
at's good news, but there's room for improvement since
the economy is still struggling in many regions and for some
demographics.
As for the 26 percent of people who felt their nancial
situation worsened in the prior six months, they're shiing
to more at-home coee drinking, and some are neglecting
the neighborhood coee shop altogether. Some 46 percent of
people in a worse situation said they have not changed how
they drink coe —that's down from previous years, indicating
that some of these people are adopting a simpler lifestyle as
their economic situation stabilizes.
Last year, respondents also said they were drinking less
coee away from home and some stopped drinking coee out
of the home completely. A total of 36 percent of people said
they are drinking less and 14 percent said they have stopped
buying coee out of the house.
According to the NCA, those consumers reporting a worse
nancial situation are actively looking for ways to spend less
on coee by buying on sale, using coupons or switching to less
expensive brands.
Find the full NCA report online at bit.ly/KtldhW. SCR
BY THE NUMBERS
"Consumers...are actively
looking for ways to spend less
on coee by buying on sale,
using coupons or switching
to less expensive brands."
National Coee Association
10-13 by the numbers SCR0214.indd 13 2/6/2014 2:29:18 PM