It appears 74% of folks over sixty are having their daily brew. While coffee consumption is up by 9% from 2001 most of the rise comes from people on the go. Store brand coffees have fallen while quick fix coffee houses are on the rise. Multi tasking has effected coffee as people get more and more coffee to go. They drink on the way to work, the Dr. office while working and yes even while walking the dog.
“I just have to have my morning shot of caffeine.” claims Dora Mc Fadden of Vista California.
It seems coffee drinkers look forward to the quick fix more than the taste. For some people drinking coffee is literally an eye opening experience. But coffee is being challenged by the energy drink people. Today's young crowd is opting for their quick fix, from such brands as: “Fire Power”, “XO”, “Roaring Lion”, “Four” and “Game Juice” which has more appeal to the youth in name alone.
Ingredients such as: Taurine, ginseng, guarana, and good old caffeine provide a high jolt of energy quicker with less long lasting effects. Younger folks are looking for more bang for the buck and are finding it in energy drinks.
According to statistics, the younger (18-24 year old crowd has turned their attention toward energy drinks as only 37% indulge in coffee as their favored drink. That's a stark difference from the the 40-59 year-old crowd where 60% prefer hot coffee. The National Coffee Association (believe or not there is a coffee association) has come up with these figures as a testimony to American's love for its' dark liquor.
Where is the future of coffee? Even though energy drinks will become more popular; Coffee will continue to be America's most favored hot drink.
