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This year’s State of the Industry report on coffee and RTD coffee drinks highlight how the overall category is shifting gears to drive growth and meet consumers’ changing preferences.
The National Coffee Association of U.S.A. Inc., New York, (NCA), reports that coffee consumption remains strong among Americans. More American adults (66%) are drinking coffee each day than any other beverage — aside from bottled water. Eighty-five percent of past-day coffee drinkers had coffee at breakfast, while 82% drank coffee at home.
Coffee ingredients are increasingly being used in formulations as supporting components rather than the sole focus, experts note.
A recent Innova Market Insights report discusses how U.S. consumers perceive hot and iced coffee as two distinct products, requiring brands that incorporate both into their portfolios to approach messaging unambiguously.