Coffee Retail in the United States: Growth, New Habits, and Expanding Segments

There is a coffee consumption boom in the United States. While in 2004, 49% of American adults reported drinking it in the previous 24 hours, today that percentage has risen to 67%, with the weekly figure reaching 75%. These numbers make coffee the most consumed beverage in America – yes, even more than water (bottled or tap).

Who Drinks the Most Coffee in the United States Today?

Consumers over 60, who show a 9% increase in daily coffee consumption, are driving sector growth. The 40-59 age group is contributing to the rise in consumption (+4.5%), while consumption among Gen Zers remains stable.

The Boom of Specialty Coffees and Espresso-Based Beverages in the American Market

Consumption is increasing, but so is the focus on the quality of what is being consumed. This is evident from the fact that 57% of American adults have consumed a specialty coffee in the last week, with an annual increase of 7.5%.

What Are the Most Popular Espresso-Based Variants in America?

• Iced coffee (“loved” or “liked” by 65% of coffee drinkers)
• Cappuccino (“loved” or “liked” by 71% of coffee drinkers)
• Latte (“loved” or “liked” by 63% of coffee drinkers)
• Mocha Latte (“loved” or “liked” by 65% of coffee drinkers)
• Frappuccino (“loved” or “liked” by 61% of coffee drinkers)

[Source: YouGov survey in which respondents answered “Love it”, “Like it”, “Not sure”, “Dislike it”, or “Hate it”]

This shows how demand is increasingly shifting towards products with a clear identity, preferably related to sensory experiences and lifestyle, rather than just a need for caffeine.

Ready-to-Drink Coffee: The Fastest-Growing Segment

One of the most significant changes in caffeinated beverage consumption behaviors in America concerns the method of preparation of coffee. Ready-to-drink is now the third most popular method, with a jump among regular consumers from 8% to 15%, which has allowed it to surpass the espresso machines so loved during the Covid period (now down to fourth place among home consumption preferences).

The 3 Most Popular Methods in the USA for Brewing Coffee

• Drip coffee maker (37%)
• Single-cup brewers (28%)
• Ready-to-drink coffee (15%)

The rise of RTD coffee fits into a broader trend related to convenience and on-the-go consumption, especially in large American cities. Time has become a critical factor for consumers, and the success of ready-to-drink beverages confirms this direction.

While the demand for convenience is growing, there is also a movement looking towards tradition: coffee in Moka.

Fueled by widespread interest in artisanal preparation methods and the increased presence of Italian coffee shops in the States, this trend is especially capturing the attention of coffee lovers who are more focused on the quality of coffee extraction and the ritual of the gesture.

What Does All This Mean for Coffee Retail in the USA?

• Growth Driven by Quality Upgrade
  Consumers have become discerning and willing to pay for coffee that stands out. The decisive factors are quality and consumption experience.
• Expansion of the Premium Market
  The boom of espresso-based beverages and specialty coffee suggests that chains and retailers need to focus on sophisticated offerings to retain American consumers.
• Acceleration of Ready-to-Drink
  RTD formats have gone from niche to mainstream. Industry players need to consider new opportunities for positioning the product on shelves and in distribution strategies.
• Clear Segmentation
  The American consumer is not just one. Boomers, Millennials, and Generation Z have different consumption habits that require differentiated strategies.

In Short, the Future of Coffee in the USA is Premium and Fast

Coffee retail in the United States is no longer just about volumes. The market is refining, segmenting, and diversifying at an unprecedented speed, and the rules of retail are being rewritten: what was once a standard drink for routine drinkers is now a product that follows its own market logic and requires a “remake” to position itself on e-commerce or supermarket shelves in America successfully.

If you operate in the sector and are considering internationalizing to the United States, we ask you: will you be able to interpret these changes and respond with appropriate offerings?