Coffee in America
DECEMBER 2009
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Coffee in America
Coffee plays such an integral part of every day life in America that it may be safe to say
that coffee helps the United States go round. In fact, fully 60% of all U.S. households use
either whole or ground coffee beans at home.
Experian Simmons extensively reviewed the American coffee drinker for this report which
features detailed insights into the coffee-drinking American. In addition, we compare the
patrons of Dunkin’ Donuts and Starbucks, the leading players in the battle for brew.
Source: Experian Simmons National Consumer Study Spring 2009 Full-Year
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Coffee in the Home
The average U.S. household that uses whole or ground coffee consumes 4.2
cups per day. In total that’s about 280.5 million cups of coffee consumed at
home by Americans each day or about 102 billion cups per year.
Among households that use coffee, 89% stock regular coffee and 46% stock
decaf.*
Among households that use coffee, 84% use pre-ground coffee and 26% use
whole bean coffee at least some of the time.*
*Some coffee using households use both.
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Instant and Flavored Coffee
Over a quarter of households (27%) stock instant coffee.
Sixteen percent of households use instant flavored coffee. The most
commonly used flavors among instant flavored coffee drinkers are:
42%
34%
Vanilla
Hazelnut
32%
Swiss
Mocha/Mocha
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Older Americans More Likely to Drink Coffee
Fifty-seven percent of adults ages 18-24 live in households that use coffee,
but 25 to 34 year olds are the least likely to stock coffee in their cupboards
with only 54% reporting they use whole or ground bean coffee at home.
69%
68%
65%
57%
57%
54%
18-24
25-34
35-44
45-54
55-64
% of adults who live in homes that use coffee by age
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65+
Coffee Use Increases with Household Income
Seventy percent of Americans who report annual household incomes of
$150,000+ drink coffee compared with 54% of those with household income less
than $25,000.
70%
66%
60%
62%
54%
Less than
$25K
$25K$49,999
$50K$99,999
$100K$149,999
$150K+
% of adults who live in homes that use coffee by household income
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Franchised Coffee Chains
The following slides compare Dunkin’ Donuts and Starbucks patrons and
determines if there is coffee brand loyalty among American consumers.
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Dunkin’ Donuts vs. Starbucks Consumers
Dunkin’
Donuts
Starbucks
11% of American adults go to DD
13% of American adults go to Starbucks
Between 9.15.08 and 9.15.09 the share
of DD customers who go there 6+ times
a month is up 11%*
Between 9.15.08 and 9.15.09 the share
of Starbucks customers who go there
6+ times a month is down 22%
DD consumers are 41% more likely than
the average adult to be registered
Independents and 9% less likely to be
registered Republicans
Starbucks consumers are 11% more
likely to be registered Independents and
11% more likely to be registered
Republicans
*Source: Simmons DataStream (preliminary estimates)
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Coffee Drinkers Are Coffee Drinkers
A majority of
coffee-drinking
Americans are loyal
to their franchise.
However, there are
a considerable
number of Dunkin’
Donuts and
Starbucks
consumers who jump
between coffee
houses.
33% of DD consumers
also go to Starbucks
Dunkin’
Donuts
Starbucks
29% of Starbucks consumers
also go to DD
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How Often Americans Order Their Coffee
The majority of both Dunkin’ Donuts and Starbucks customers visit each chain between
one and five times in a typical month.
Number of times patrons visit their respective coffee chain in 30 days
6%
6%
10%
15%
64%
63%
14+
6 - 13 times
20%
16%
Dunkin' Donuts patrons
1 - 5 times
Less than once
Starbucks patrons
© Experian Information Solutions, Inc. 2009. All rights reserved.
www.ExperianSimmons.com | 212.471.2850
Thank You!
For more information, please email SimmonsMarketing@experian.com
or call 212.471.2850
© Experian Information Solutions, Inc. 2009. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,
or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.
