Coffee is important, especially to the 63 percent of American adults and Las Vegas individuals who drink it daily in 2019. The reason why it is important will vary based on the individual, but there is one overarching theme that has impacted the industry as a whole.
Consumers’ values, especially toward coffee and where it comes from, have changed. Not only are Las Vegas consumers more aware of what they are drinking but they also consider sustainability, grower/roaster transparency and wellness benefits when choosing their beverages. The results of the National Coffee Association’s (NCA) newest report, 2019 National Coffee Data Trends (NCDT), reflects these ongoing changes.
To better understand three of the top trends included in the NCDT report, it’s important to first define the categories or terms that the NCA uses in the report.
Traditional – Not Gourmet: “not brewed from premium whole bean or ground varieties”
Traditional – Gourmet: “brewed from “premium varieties””
Gourmet Beverages: includes two distinct sub-categories (1) espresso-based beverages, and (2) non-espresso-based beverages (ex. cold brew)
Three of the top trends in 2019 are
- The percentage of gourmet beverages consumed by Americans the previous day increased to 61 percent. Drilling down a level, espresso-based beverages increased to 24 percent while non-espresso-based beverages increased to 11 percent. Traditional – gourmet decreased by 1 percent to 15 percent.
- More often than in previous years, coffee and espresso-based beverages today are being prepared out of the home and enjoyed after the traditional breakfast hour. This shift in consumer behavior is reflected by the 6 percent decrease since 2012 of survey participants who brewed their coffee at home, and the 5 percent increase by those who enjoyed a coffee or espresso-based beverage made outside of the home.
- For those in the under-40 demographic, 80 percent of survey participants were aware that cold brew is an option. 89 percent were also aware of ready-to-drink (RTD) choices. The increased awareness of cold brew and RTD beverages offers manufacturers an opportunity for innovation, whether in preparation methods or types of ingredients.
Do your Las Vegas employees feel the same way about their office coffee service (OCS) options? First Class Coffee Service offers an extensive OCS and can help your organization customize the best solution for your employees from coffee and tea to cold beverages, healthy options or fresh food. To learn more or schedule a product sampling, please contact us at 702-597-9999.