* [Ed. note: Millennial translation gifs available here]
For expert insights into the latest coffee market research, don’t miss the upcoming NCA webinar, “The NCA Generational Report: Coffee Through the Ages.” Join Michael Edwards, Dig Insights, on May 28, 1-2 PM EDT. (Open to all, free for NCA members!)
Millennials are really into their coffee – it’s no coincidence that BuzzFeed recently launched their own roast … sold through a personality quiz. But not all cups are created equal.
Just like the cloud, “coffee” often means something different for the 19-35 year old demographic than it does for previous generations.
In fact, Millennial behavior and attitudes are transforming the coffee market. (For starters, they really love espresso.)
But what do these changing consumption trends mean for the future of the coffee industry?
What are we drinking?
The NCA National Coffee Drinking Trends (NCDT) 2017 report highlights new market research on consumer behavior and trends.
This popular pick-me-up fuels not only our daily energy levels, but the global economy as well (in fact, it’s the second-most traded commodity in the world, after oil).
via Derek Miller, SmartAsset
A unique culture around coffee is growing across America.
According to the 2016 National Coffee Drinking Trends (NCDT) report, more people are consuming coffee out of home. As a result, the number of coffeehouses and cafes are increasing in neighborhoods across the United States.
But not all cities are as coffee-crazed as others. The financial experts at SmartAsset looked through the data to see which American cities are the best for coffee fanatics. (Good news for NCA Convention 2017 attendees – Austin, TX is ranked high on the list!)
Here are the full rankings:
By Julio Sera, INTL FCStone
One of my favorite aspects of working in the coffee trade – as opposed to markets like soybeans, precious metals or government bonds (like some of my colleagues) – is that so many people have such a direct experience with it every morning. In fact, we drink approximately 3.5 billion cups of coffee each day – equivalent to one cup each for nearly half of all the people on earth right now. That’s a lot of folks “jonesing” for “Joe.”
Stats like that ensure that I’m never at a loss for conversation starters. For example, can you name the top 10 coffee-producing countries in the world? In order?
How about the top 5 importers globally? (This one’s a bit of a trick question, which I’ll get into below.) Continue reading
Even if you don’t work in the industry, coffee is likely essential to your career. At-work coffee consumption is rising, according to National Coffee Drinking Trends data.
But which professionals are consuming the most? I Love Coffee made the following infographic based on the results of this survey on coffee consumption trends in the workplace.
Check out I Love Coffee for more coffee infographics
Coffee is more than just a beverage. And with all the choices available, your coffee preference reveals more about your personality than you may think.
Check out this comic from Doghouse Diaries to find out what that extra shot of espresso really reveals.
“Extraction is arguably the most important and least understood aspect of coffee brewing,” says Barista Hustle’s Matt Perger in this guide on the topic.
Put simply, extraction is the method of pulling the flavor from your coffee beans. It’s the magic that turns water and beans into a beautiful beverage. As water passes through the grounds, it dissolves all sorts of compounds that end up in your cup.
But this is where things get tricky: As Food and Wine notes, “Some of those compounds taste great, but others are kind of nasty. To get the good ones, and the right amount of them, you need to properly extract your coffee, meaning that the water dissolves the right stuff, and the right amount of it.”
As a general rule, brewing methods with longer contact time require a coarser grind (and vice versa – your espresso should be very fine). If this seems like a lot to consider before your first cup of coffee, don’t worry.
This beautiful interactive coffee world map reveals details about the coffee culture in specific countries with just one click.