Recent data from the U.S. National Coffee Association reveals that coffee remains America's most popular beverage choice, surpassing bottled water, tea, soda, and juice in terms of daily consumption. Specialty coffee has driven much of this growth over the past five years, with increased interest in home brewing and online purchasing contributing to evolving consumer habits. The report also highlights shifts in where Americans consume their coffee and the methods they prefer for preparation.

Rising Popularity of Specialty Coffee

Over the last half-decade, specialty coffee has seen a significant rise in popularity among American consumers. While traditional coffee consumption has remained relatively stable, the demand for more unique and premium options has surged. This trend reflects a broader shift towards higher-quality beverages, indicating a growing appreciation for diverse flavors and experiences.

In-depth analysis shows that while 42% of individuals opted for traditional coffee in 2025, an impressive 46% chose specialty variants, marking a substantial increase from 39% in 2020. This growth is attributed to factors such as enhanced accessibility and awareness of gourmet options. Consumers are increasingly seeking out products that offer distinct tastes and health benefits, driving this segment's expansion. Furthermore, the pandemic may have influenced these preferences by encouraging experimentation with at-home brewing techniques, which align well with specialty coffee preparations.

Shifting Dynamics in Coffee Consumption

Home continues to dominate as the primary location for coffee enjoyment, with more people brewing their own drinks rather than relying on external venues like cafes or workplaces. Additionally, there has been a noticeable uptick in online coffee purchases, reflecting changes in shopping behavior amid technological advancements and convenience-driven lifestyles.

Data indicates that 71% of coffee enthusiasts prepared their beverages at home in 2025, up from 63% in 2020. Conversely, out-of-home consumption slightly declined, suggesting a preference for personal customization and cost savings associated with homemade brews. Online sales accounted for 14% of total purchases in 2025, doubling from 7% five years prior, showcasing how digital platforms now play a crucial role in meeting consumer demands. Retail channels remain important, yet grocery stores lead with 40% market share followed closely by big-box retailers at 29%. Traditional equipment like automatic drip machines still hold strong appeal, but innovations such as single-cup brewers and instant coffee solutions continue gaining traction, offering varied options suited to modern lifestyles.