Coffee consumption is stronger among Hispanic-Americans than their non-Hispanic counterparts, according to new research from the National Coffee Association. The NCA Hispanic-American Market Report reveals that 74 percent of Hispanic-Americans drink coffee daily, fully 12 percentage points ahead of non-Hispanics. The differential is also sustained for less frequent consumption, with past-week consumption at 80 percent versus 72 percent and past-year at 84 percent versus 77 percent.
“Understanding coffee consumption behaviors among the growing U.S. Hispanic population is essential to reaching these consumers and satisfying their demands,” said Robert F. Nelson, NCA president and CEO in a prepared statement. “A thorough understanding of this complex segment is pivotal to growing the coffee category in the U.S.”
To achieve an accurate profile of this large and complex population, NCA engaged a highly specialized methodology. First, a panel was selected to ensure that the Hispanic-American and non-Hispanic-American research sample matched the U.S. population distribution on the basis of age, gender and region. The survey was offered in English and Spanish to eliminate any language barriers. Proportional segments were also established within the Hispanic-American sample for home language, which were also set to mirror the Hispanic-American population distribution. Using home language as a proxy for acculturation enabled distinguishing consumption behaviors within the fully acculturated, partially acculturated and non-acculturated Hispanic-American population.
Report data also reveal a segment-specific spike in coffee type consumed. Hispanic-Americans appear to drink more premium coffee types than non-Hispanics, with 46 percent saying they drink gourmet coffee beverages daily versus 29 percent of non-Hispanics and, for daily espresso consumption, 32 percent versus 11 percent. Conversely, non-Hispanics appear to favor daily consumption of traditional coffee, coming in at 57 percent versus 49 percent. However, when we look specifically at “traditional coffee, not gourmet” (black coffee that is not made from gourmet quality beans), both groups are statistically tied.
The report also indicates that higher levels of coffee consumption among Hispanic-Americans carry across all age groups. Among Hispanic-Americans 18- to 24-years of age, 57 percent said they drink coffee daily versus 48 percent for non-Hispanics. Daily consumption among other age groups for Hispanic-Americans versus non-Hispanics came in at: 74 percent versus 60 percent among 25- to 39-year olds; 78 percent versus 63 percent for those 40 to 59; and 87 percent versus 70 percent for the 60 and older group.
Interesting behavioral differences also emerged among the sub-groups identified by acculturation. The overall higher level of daily consumption among the Hispanic-American population was further elevated among the sub-group who identified as Spanish-speaking at home rather than as bilingual or English-dominant. Among the Spanish-speaking sub-group, 80 percent said they drink coffee daily, compared with 77 percent of the bilingual group and 63 percent 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 percent of the Spanish-dominant group, compared with 55 percent for the bilinguals and 35 percent for the English-dominant. Cappuccino came in, respectively, at 38 percent, 34 percent and 16 percent, and espresso at 38 percent, 31 percent and 16 percent.
