May 9/Prepared Foods’ May 2011 “Market Watch” -- The National Coffee Association (NCA) has found young adults are increasingly turning to coffee. NCA’s 2011 National Coffee Drinking Trends (NCDT) data indicate coffee consumption among those 18-29 has rebounded to levels last seen in 2008-2009.
The NCA attributes the rise at least in part on increased confidence the 18-29-year-olds feel about their personal financial situations. As a result, however, the data also mean the continued strength of the coffee category has begun to eat into the narrow lead soft drinks has among that age group, and that bodes well for coffee in the future.