U.S. Coffee Sales Surge Driven by New Product Innovations

The launch of new coffee products is boosting sales in America. Starbucks popularized coffee culture in the United States, and now American consumers are seeking new varieties beyond the traditional drip coffee or espresso.

For years, the U.S. has been at the forefront of coffee innovation, introducing new formats, flavors, and consumption occasions. While Italian producers have remained largely focused on the concept of espresso at the bar, the American market has evolved rapidly. Today, supermarkets and specialty food stores offer a vast array of coffee beverages, including cold brews, exotic single-origin coffees, energy-boosting blends, nitrogen-infused drinks, and cappuccinos made with soy or almond milk.

The sector has experienced steady and uninterrupted growth since 2013, with extremely positive trends:

• The U.S. imports $4 billion worth of coffee annually, holding the global record.
• 50% of American consumers (155 million people) drink coffee every day.
• Men and women consume coffee in equal measure, averaging 1.6 cups per day (8 oz per cup).
• Women drink coffee to relax, while men say it helps them focus at work.
• 35% of coffee drinkers prefer it black, while 65% add milk or sugar.
• The average price for an American-style coffee is $2.38.
• The average price for an espresso-based beverage is a staggering $3.45.
• 30 million Americans consume specialty coffee drinks, including Mocha, Cold Brew, Espresso, Latte, Iced Coffee, and Cappuccino.
• Sales of specialty coffee in the U.S. are up 20%, now making up 8% of the total market.

If these figures on the U.S. coffee market weren’t already compelling enough to consider entering the American market, industry entrepreneurs are currently benefiting from a particularly favorable economic climate.

The price of coffee beans on the commodities market is in a downward phase, having returned to around one dollar per pound, reaching 2005 price levels. Furthermore, it has yet to find a technical support level, approaching the profitability threshold for global producers.

Now is the perfect time to lock in raw material costs for the coming years and reinvest the savings in innovative products and strategic promotion in the U.S. market. These elements are essential for winning over new consumers and establishing lasting brand loyalty through high-quality offerings.

From our New York office, we track emerging market trends and consumer behaviors across the U.S. We are always ready to provide our clients with comprehensive and ongoing guidance to help them grow successfully.