Introduction
Coffee industries strong believe on the annual report being published by the National Coffee Association of USA, showing how Americans of all ages are enthusiastic about coffee.
According to National Coffee Association of USA (NCAUSA) 2008 report, the average daily consumption of connoisseur of fine coffee soared up by 3% with 17 % of adult population consuming gourmet coffee in 2008 compared to 2007 consumption which was at 14%.Coffee drinking rate increased due to viable marketing strategies of Starbucks within the entire nation which has tremendously increased the demand for gourmet coffee, increased accessibility of epicure coffee as new coffee outlet chains are revolutionizing e.g. McDonalds Café, Douwy Egberts offering Burger King's BKJoe brand, target packing and distributing its own gourmet brand and national convenience store chains like gourmet coffee bar for on the run consumers. Another factor increasing coffee consumption is increasing popularity of single serve coffee systems conveniently making it easier for everyone to have coffee daily at in the mornings examples are the senseo, tasimmo and keurig single server systems.
Analyzing report further shows that the largest market segment is within the older American adults aged 60years and above with 74% of this population drinking coffee on daily basis even though the younger generation aged 18-24 years makes the fastest growing market segment rising from 26% in 2005 to 37% in 2007 . In 2008 there was upswing consumption of gourmet coffee among adults aged 25-59 years as 19% of this population consumed coffee compared to 13% of 2007.Older adults aged 49-59 years old also made a bigger coffee consumption with 61 % of this population taking coffee compared to 2007 trend which was at 59%.
The Starbucks and other local coffee chains have rebranded coffee improving the taste buds of younger generation by adding flavors, creams and sugar .this has increasingly enticed the younger population making the coffee chains to be their hangout joints in the evening with young adults averagely consuming 3.2 cups of coffee per day in 2008 and 3.1 cups per day in 2007.this has eradicated the notion that coffee is only for adults mostly in the morning and after dinner. Vigorous marketing has also increased the consumption of iced and frozen coffee.
This information confirms popularity of coffee with a resilient consumption behavior across all ages within a demographic set up. As refined sensuous coffee enjoyment is part American culture, everybody has their precise joints for sensuous pleasure and luxurious coffee consumption.
Work Cited
Larkin, Stephanie. “Current Trends of Coffee Consumption” ABC Article Directory, 10th June 2012.Web 6th 0ct2012 < http://www.abcarticledirectory.com/Article/Current-Trends-Of-Coffee-Consumption/176578>
