National Coffee Association Coffee Consumption Study

The National Coffee Association has released their annual coffee consumption study and there weren't many surprises this year.

Everyone knows its a tough year economically for a variety of reasons, and that was reflected in the study. While consumption overall has remained steady (54% of the overall respondents), gourmet beverages are down (14%, down from 17% in 2008) - likely driven by a decline espresso drinks (5%). However, coffee made at home is up significantly (7% growth in the last year). Interestingly, traditional coffees are also down.

So, as the economy tanks, people are more likely to make their coffee at home. Not surprising: as folks look to stretch their dollar, they recognize the value of making coffee at home instead of purchasing it at a shop. But those who used to buy lattes and other espresso-based drinks on their coffee break, aren't likely to start drinking low-end coffee made at home. This is an opportunity for small roasters and those in the grocery business that can provide high quality fresh beans.

Another interesting trend that may be contributing to coffee consumptions trends is the increase in freelancing. According to CNN Money, freelancers working at home have grown to 26% of the U.S. working population, up from 19% in 2006. While coffee shops are often used as meeting places by freelancers, in-person meetings are not likely happening every day, but coffee consumption does... at least in my office!