November/December - National

According to the National Coffee Data Trends report, in the fall of 20231, 63% of U.S. consumers (65% in the Midwest) drank coffee within a day before they took the survey. Americans’ favorite espresso-based drinks include: WHAT’S HOT IN COFFEE? 1. Lattes 18% 2. Espresso 16% 5. Mocha 9% 6. Macchiato 8% 7. Flat white 5% Vanilla is the top flavor among the 30% of coffee drinkers who drank a flavored coffee within the past week when they responded to the survey. The top preparation methods include: 3. Cappuccino 15% 4. Americano 11%

• Gen Zers and Millennials will continue drinking tea at a higher rate. •Consumers look for health and wellness benefits from food and beverages, and a variety of teas can meet such expectations. DO YOU WANT TO TRY A MIXED DRINK OF COFFEE AND TEA? It seems that younger and health- conscious customers particularly embrace the health and wellness benefits of tea. Likely because of its demographics, people in the Midwest or less diverse areas may consume more coffee than tea. If you cannot decide if you want coffee or tea, you may want to try a mixed drink called “YuenYeung” in Hong Kong. YuenYeung is usually made of 70% coffee and 30% Hong Kong- style milk tea, which is still popular in the area. What do you think of the mixed drink idea? Looking ahead, do you see a mixed drink of coffee, tea, and/or other flavor will gain momentum in bars and restaurants?

1. Drip coffee makers 40% 2. Single-cup brewers 27% 3. Cold brewing 16% 4. Espresso machines 11%

In-office coffee had increased from a low of 26% in 2021 to 36% in the fall of 2023. At-home coffee consumption was at 82%, higher than the pre- pandemic levels but slightly lower than the pandemic high (85%). HOW BIG IS THE TEA MARKET? According to the 2023 State of the U.S. Tea Industry report2, the world produced 6,455 million kgs in 2021, a 50% increase from 4,299 million kgs in 2011. During the same period, the world population only grew from 7 billion to 7.9 billion. Will more consumers drink tea to sustain its supply growth? Overall, the tea market is growing. The U.S. imported 4.3% more tea in 2022 than in 2021:

Black tea imports grew 5.1%. Green tea imports dropped 2%.

Organic tea imports dropped about 40% (yes, 40!) More consumers began drinking more tea at home during COVID-19, but tea consumption outside of home has declined after COVID.

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