As history has it, it wasn’t until 1773 that the traditions regarding caffeinated beverages started to take a turn. Like many historians, in its article titled “The History of Coffee,” the National Coffee Association (NCA) notes that, although tea continued to be the favored drink in the New World until 1773, it was the infamous Boston Tea Party that would forever change the American drinking preference to coffee.

Today, more than 250 years since the colonists revolted against a heavy tax on tea imposed by King George III, it appears that coffee’s popularity among Americans has endured — including the rise of specialty coffee.

In fact, according to a NCA consumer insight report on coffee trends, specialty coffee consumption is at a 13-year high.

In its “Specialty Coffee Report” released on June 12, NCA notes that 45% of American adults had specialty coffee in the past day, up 80% since 2011 and surpassing past-day traditional coffee consumption (44%) for the first time.

“Specialty coffee’s growth plays a key role in coffee’s overall record popularity, with NCA’s full Spring 2024 National Coffee Data Trends (NCDT) report having shown that 67% of American adults drank coffee in the past day — a two-decade high,” it states.

Drawing on a nationally representative survey conducted by Dig Insights and released in partnership with the Specialty Coffee Association (SCA), the report further reveals that 66% of those ages 25-39 drank specialty coffee in the past week, more than any other age group.

Additional key findings include:

• Within the specialty category, espresso-based-beverages are up 4% and non-espresso-based beverages are up 7% since last year.
• Ready-to-drink is now the third most popular preparation method among past-day specialty coffee drinkers — up by more than 83% since 2023.
• Specialty coffee drinkers drink more coffee on average than traditional coffee drinkers at 2.8 cups per day, compared with 1.8 cups each day.

As specialty coffee is defined as including any espresso-based beverage (lattes, cappuccinos etc.); non-espresso-based beverages like cold brew, nitro; and traditional coffee that consumers perceive to be brewed from premium coffee beans/grounds, brands seem to be responding with new innovations to meet consumer trends.

For instance, Café Bustelo recently introduced its first-ever multi-serve iced coffee collection: Café Bustelo Espresso Style Iced Coffee. The new Espresso Style Iced Coffee collection includes three varieties: Unsweetened, Sweetened and Vanilla — all which feature the robust, full-bodied flavor and aroma of Café Bustelo's dark roast. Packaged in 40-ounce bottles, the Espresso Style Iced Coffee lineup now is available at Target and will be available at Walmart and Kroger with future restocks, the company notes.

“In recent years, we’ve started to see many of our coffee customers, both young and old, reach more and more for iced coffee — but they still want that iconic flavor of Café Bustelo's espresso style roasts that they love,” said Eduardo S. Merino, senior brand manager of Café Bustelo, in a statement. “This new product intentionally combines our nearly century-long mastery of coffee with a cold and refreshing taste for an iced coffee that is brand-new, but somehow feels completely familiar to our Café Bustelo family ¡Salud!”

Meanwhile, this spring, NESCAFÉ introduced NESCAFÉ Gold Espresso and NESCAFÉ Ice Roast to its U.S. portfolio — giving a new generation of consumers more opportunity to experience the rise in popular espresso-based and cold coffees, the company says.

“The coffee drinking habits of Americans are ever-changing, but we continue to see a growing demand for espresso-based and cold coffee beverages — alongside an increasing interest in making these café-quality beverages from home,” said Jonathan Iams, director of NESCAFÉ U.S. brand marketing, in a statement at the time of the release. “NESCAFÉ’s newest products offer bold flavors and convenience, ensuring every coffee lover can make their perfect cup without compromise.”

Straight or Americano-style, NESCAFÉ's Gold Espresso — available in both Blonde and Intense Roasts — is ready in an instant, no machine needed. Meanwhile, NESCAFÉ Ice Roast — NESCAFÉ’s first-ever cold-liquid-dissolvable coffee — is made to be mixed with cold water or milk. Lightly roasted and made from 100% pure and responsibly sourced coffee, this Ice Roast features rich, delicious cocoa notes to ensure a smooth sip, the company says.

Both espresso- and non-espresso-based beverages are growing within the specialty coffee category, according to the NCA.

“Coffee’s enduring popularity and growth shows that America’s favorite beverage keeps up with consumers’ taste for tradition just as well as it meets changing needs and preferences over time,” said Bill Murray, president and CEO of NCA, in a statement. “Consumers’ interest in specialty coffee also coincides with a growing interest in health and wellness, another area where coffee delivers unique benefits as demonstrated by decades of independent scientific evidence showing that coffee drinkers live longer, healthier, happier lives.”

Moving forward, it will be interesting to see how specialty coffee trends impact the coffee category.