U.S. Specialty Coffee Consumption Reaches New High, Beats Traditional Coffee

Daily consumption of specialty coffee surpassed traditional coffee for the first time among United States consumers this year, marking a milestone shift in coffee-drinking habits, according to the National Coffee Association’s (NCA) 2025 Specialty Coffee Report released today.

Based on a nationally representative survey conducted by the firm Dig Insights, and in partnership with the U.S.- and UK-based Specialty Coffee Association (SCA), the report found that 46% of American adults said they drank specialty coffee in the past day, compared to 42% who drank traditional coffee.

That represents an 84% increase in daily specialty consumption since 2011, when just 25% of adults reported drinking specialty coffee, according to the group.

The report is a free (with registration) companion to the NCA’s National Coffee Data Trends (NCDT) study, which recently found that 66% of U.S. adults consumed some type of coffee within the past day. In that report, coffee surpassed bottled water as the most-consumed non-tap-water beverage in the U.S. in terms of daily incidence.

Before we dig too far in, here’s how the NCA defined specialty coffee for the report:

Specialty coffee is defined as including any espresso-based beverage (lattes, cappuccinos etc.); non-espresso-based beverages like frozen blend, cold brew, nitro; and traditional coffee that consumers perceive to be brewed from premium coffee beans/grounds.

Steady Growth Since Inaugural Specialty Report in 2021

This year’s figures continue an upward consumption trend observed in previous reports. In 2021, the first year of the NCA/SCA collaboration, only 36% of adults reported drinking specialty coffee in the past day, although that entire market year was deeply affected by the COVID-19 pandemic.

By 2024, the figure had rebounded to 45%, and has now edged up to its all-time high of 46%.

Meanwhile, traditional coffee consumption has slipped slightly over that same period, to 42% today, suggesting a consumer preference toward more premium and diverse coffee experiences.

Demographic and Behavioral Insights

Age

The report highlights strong engagement among younger adults, with 64% of 25–39-year-olds drinking specialty coffee in the past week, more than any other age group. This figure, though slightly down from 66% in 2024, underscores the age group’s leading role in driving specialty consumption.

Region

Regionally, the Western U.S. led with 58% of adults drinking specialty coffee in the past week, followed by the Northeast and South at 55% and the Midwest at 50%.

Location

Notably, 35% of past-day specialty drinkers got a coffee out of home — i.e. at a coffee shop or office — compared to only 20% of traditional coffee drinkers. Still, the home remains the dominant setting for both, with 74% of specialty drinkers and 87% of traditional drinkers preparing their coffee there.

Roast Level

Roast preferences have also shifted. The 2025 report found 62% of past-day specialty coffee drinkers chose a medium roast, up 35% since 2020. This year, 38% of specialty drinkers chose dark roasts, while 15% chose light roasts. In contrast, the 2021 report showed 44% of specialty drinkers preferred dark roasts, suggesting a potential shift toward more balanced or origin-transparent flavor profiles.

Health Perceptions

Health and wellness appear increasingly tied to specialty coffee consumption, with 61% of specialty coffee drinkers agreeing with the statement that coffee is good for their health.

Method

In terms of preparation, 36% of past-day specialty drinkers used a drip coffee maker, which is consistent with previous years, even as cold brew, espresso and other brewing methods continue to grow.

Here how specialty coffee drinkers prepared their coffees at home within the past day: