Keep calm & coffee on
America’s mantra

With nearly 15,000 Starbucks outlets in the country, it is easy to assume that America is one coffee-loving nation. Coffee machines are just about everywhere here - in cafés, restaurants, grocery stores, gas stations, offices, and in almost every home. While Americans may not match up to their European friends in terms of coffee consumption, they still sip a good amount of coffee each day. In fact, there’s a good chance you may be reading this with a cup of coffee in hand.

From regular to specialty coffee, Short Black or with milk and cream, coffee lovers are simply spoilt for choice. Keeping them revved up are also the myriad coffee chains that dot the length and breadth of the country. So how much do Americans really love their coffee? To find out, Piplsay (powered by Market Cube) reached out to coffee lovers* across the country and this is what we got:

Nearly 60% of Americans drink at least one cup of coffee every day. And most of that consumption is in the mornings for that much-needed boost of energy. It’s this instant caffeine kick that seems to give coffee an edge over tea and other cold beverages. Older people generally show the strongest liking for coffee as compared to the younger ones. Amongst the varieties, black coffee remains the most popular, not just for its strong flavor but also for its simplicity. But it’s not just the hot version that is in demand. Cold brewed coffees are fast gaining popularity these days, especially with youngsters who are slowly moving away from carbonated drinks.

However, it’s not the coffee shops that most Americans are heading to for their regular cup o’ joe. While the sheer number of cafes at every turn may give that impression, the reality is that close to 80% of Americans prefer drinking their coffee at home or at work. That is not surprising considering that coffee machines are an indispensable part of every home kitchen and office pantry. Besides, people may also try to avoid extra expenses and long lines at coffee shops.

Still, coffee chains continue to do booming business with Starbucks leading the way. Its presence is so strong that it is common to see Starbucks franchises compete with each other right across the street. But the coffee king is slowly losing its popularity to fast food chains like Dunkin’ and McDonalds, who are investing serious money into their coffee business. In fact, Dunkin’s hugely successful coffees have been a major reason behind the company’s decision to drop ‘Donuts’ from its name. But it’s not just the big players that are cashing in on the craze. Local chains like Coffee Beanery, Peet’s Coffee, The Coffee Bean & Tea Leaf, etc. have their own list of patrons and are fast expanding their presence across the country.

With an increasing focus on health and wellness, many Americans are making a switch to gourmet coffee these days. Known for its lesser caffeine and toxin content, as well as, richer aroma and taste, gourmet coffees have become the latest trend to hit the market. But whichever coffee one may choose, there’s no denying the fact that Americans love to wake up and smell the coffee. Quite literally!

* Based on 24,000 online responses

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