Specialty Coffee: Leading the Way in U.S. Coffee Trends
Specialty coffee is undeniably reshaping the coffee culture in the U.S. From bustling coffee championships to high-end roasters like Intelligentsia, Blue Bottle, Stumptown, and La Colombe, America is now home to some of the most influential names in the industry. These specialty brands are drawing more fans than ever, even as major chains like Starbucks, Peet’s, and Dunkin’ cater to the demand for quick, consistent coffee.
According to the spring 2024 NCDT report, specialty coffee’s influence keeps expanding. “The growth of specialty coffee is definitely driving overall coffee consumption,” say a market experts. “Since 2010, past-day specialty coffee consumption has soared by 64%, and today, 57% of Americans enjoyed a specialty coffee drink in the past week—a 7.5% increase from last year alone.” Specialty coffee’s appeal is crossing generations and setting trends that change what people want in their coffee.
What’s trending within specialty coffee itself? Espresso-based drinks are surging, with a 10% rise in past-week consumption as more Americans savor them regularly. Younger consumers especially are embracing these espresso and milk-based beverages, seeing them as a “treat” or something a little more special.
How Specialty Coffee Is Evolving
Specialty coffee is reaching wider audiences, becoming less exclusive and more accessible. Jake Leonti, Director of Coffee at Gregory’s Coffee, says this shift is a game-changer: “Specialty coffee is shedding its elitist image. Single-serve options like instant coffee and K-Cups are becoming part of the specialty scene.” He also points out how robusta coffee, long overlooked, is now gaining popularity, with brands like Nguyen Coffee Supply and Blue Bottle leading the way by offering robusta options.
Ready-to-Drink Coffee: A Trend to Watch
In the U.S., ready-to-drink (RTD) coffee is exploding. The NCDT report shows that RTD coffee has surged as a home-brewing option, now ranking as the third most popular choice among daily coffee drinkers—nearly doubling from 8% to 15%. “Cold coffee, especially cold brew, has been growing since the early 2010s,” says Jake. “Now, more specialty brands are adding their own twists to cold coffee, with milk and sugar variations that appeal to a larger audience.”
Beyond convenience, quality is also becoming critical in RTD coffee, as more Americans seek out healthier and less sugary drinks. McKinsey data shows that wellness is a top daily priority for half of U.S. consumers, creating new demand for healthier, high-quality RTD specialty coffees. This shift means quality matters just as much as convenience, opening up new opportunities for roasters to tap into this fast-growing market.
The Future of U.S. Coffee Culture
With the U.S. as one of the world’s largest coffee markets, specialty coffee’s influence continues to shape consumer tastes. As more people gravitate toward espresso and high-quality RTD options, the American coffee experience is evolving. Specialty coffee isn’t just a trend—it’s a lasting movement, set to change the way people enjoy coffee for years to come.
