Coffee Drinking habits of Hispanic-Americans.

The National Coffee Association finds that Hispanic-Americans drink significantly more coffee than their non-Hispanic neighbors.
 
The report, Ethnicity and Coffee, reveals that 74% of Hispanic-Americans drink coffee daily, twelve percentage points ahead of other Americans. The Hispanic-American coffee edge is also evident in less frequent consumption, among all age groups, and among those who identify as dominantly Spanish speaking.
 
“As the Hispanic-American population grows, it’s essential for the coffee industry to meet their needs by understanding how they buy, prepare and drink coffee,” said Robert F. Nelson, NCA president & CEO. “NCA’s Ethnicity Report takes a deep dive into the distinctive tastes, preferences and behaviors that make Hispanic-Americans a powerful force in growing the coffee category in the U.S.”
 
Daily Consumption

The coffee edge among Hispanic-Americans was also evident in less frequent consumption behaviors. Past-week consumption came in at 80% versus 72% for non-Hispanic-Americans and past-year at 84% versus 77%.
 
Also, Hispanic-Americans appear to drink more premium coffee types than non-Hispanic-Americans. Forty-six percent say they drink gourmet coffee beverages daily versus 29% of non-Hispanics and, for daily espresso consumption, 32% versus 11%.
 
The higher levels of Hispanic-American consumption also extend across age groups. Of those 18-24 years of age, 57% said they drink coffee daily versus 48% for non-Hispanic-Americans. Daily consumption among other age groups for Hispanic-Americans versus non-Hispanics were: 74% versus 60% among 25-39 year olds; 78% versus 63% for those 40-59; and 87% versus 70% for the 60+ group.
 
Acculturation

Within the Hispanic-American segment, acculturation distinctions came with their own set of behavioral differences. The overall higher daily consumption levels were further elevated among the sub-group who identified as Spanish-speaking versus bilingual or English-dominant. Among the Spanish-speaking sub-group, 80% said they drink coffee daily, compared with 77% of the bilingual group and 63% of those identifying as English-dominant.
 
Acculturation also plays a role in preferences for gourmet coffee sub-types. Espresso-based beverages were consumed at least once per week by 57% of the Spanish-dominant group, compared with 55% for the bilinguals and 35% for the English-dominant. Cappuccino came in, respectively, at 38%, 34% and 16%, and espresso at 38%, 31% and 16%.
 
For more information at http://www.ncausa.org>