Hispanics love coffee. It’s part of their culture. Today they are helping to drive the growth of coffee sales. It is estimated there are more than 31.3 million Hispanics who drink coffee in the USA. They represented a growth of 13% between 2010 and 2014 and also contributed 10% of the total U.S. coffee market ($831 million) according to Simmons NCS/NHCS Spring 2014.
Coffee is not just for the “Abuela,” the grandmother, anymore. Younger generations are becoming key consumers in this industry. 41% of Hispanic coffee drinkers fall within the Millennial group (ages 18-24) compared to 26% of non-Hispanics.
Based on research from the National Coffee Association (NCA), coffee consumption is stronger among Hispanic Americans than non-Hispanics. Hispanic Americans appear to drink more premium coffee types than non-Hispanics (46% drink gourmet coffee beverages daily versus 29% of non-Hispanics). Also, daily espresso consumption is higher among Hispanics (32% versus 11%).
Coffee is ingrained into Hispanics’ daily routine. Brand and taste are key to them. According to a report from Mintel Oxygen, “Coffee: US 2013,” some of their favorites within the coffee house brand category are: Bustelo, Folgers, and Maxwell House, followed by Starbucks and Dunkin’ Donuts. [Continue reading]