Consumer Coffee Preferences Survey 2025
National Coffee Association Annual Survey Summary

Sample: 4,847 US adults, demographically weighted
Margin of error: +/- 1.4%

Key Findings:

Daily consumption: 67% of adults drink coffee daily, up from 62% in 2020
Average daily cups: 3.1 (down from 3.4 in 2020, but larger serving sizes)

Preference shifts:
- Specialty coffee: 44% of cups consumed (up 8 points YoY)
- Cold coffee: 38% of consumption under age 40 (up 12 points)
- Non-dairy milk: 29% of milk-based drinks (oat: 52% of non-dairy)

Quality indicators valued:
- Freshly roasted: 71% willing to pay premium
- Single origin: 43% express preference
- Ethical sourcing: 68% consider important (82% under 35)

Purchase location preferences:
- Independent coffee shops: 34% prefer (up 6 points)
- Chains: 41% prefer (down 4 points)
- At home: 25% prefer

Willingness to pay:
- Average acceptable price for specialty latte: $6.42
- Premium for sustainability credentials: +$0.87 average
- Premium for local/independent: +$0.65 average
