Specialty Coffee Consumption Hits New Highs in the U.S. Amid Market Shifts in 2025

Specialty Coffee Sees Record Growth in the U.S. for 2025

Specialty coffee consumption in the United States has surged to its highest level in 14 years, according to the 2025 National Coffee Data Trends (NCDT) Specialty Coffee Breakout report (National Coffee Association, 2025). This growth is a key driver in the overall rise of coffee’s popularity, with 66% of Americans reporting coffee consumption in the past day (National Coffee Association, 2025).

The demographic most engaged with specialty coffee are 25–39-year-olds, with 64% reporting specialty coffee consumption in the past week—more than any other age group (National Coffee Association, 2025). This trend is reinforced by broader shifts, as younger generations are beginning to drink coffee at an earlier age, with Gen Z starting around 15 years old, compared to Millennials who began at 18–20 years old (GourmetPro, 2025).

Out-of-Home Consumption and Café Culture

Specialty coffee drinkers are increasingly favoring out-of-home preparation, with 35% consuming their coffee at cafés or other venues, versus only 20% among traditional coffee drinkers (National Coffee Association, 2025). Despite this, a majority of specialty coffee drinkers (74%) still prepare their coffee at home, reflecting a hybrid approach that blends convenience with experience (National Coffee Association, 2025).

The continued rise of café culture and lifestyle-driven consumption is evident across both established and emerging markets, but in the U.S., it manifests as increased demand for premium experiences and unique offerings (GourmetPro, 2025). This demand has led to a bifurcation in the market: while the overall coffee shop segment is approaching saturation, the specialty segment is projected to grow at a robust 9.5% CAGR from 2025 to 2030, reaching $81.8 billion (Grandview Research, 2025; MMCGInvest, 2025).

Health, Quality, and Premiumization Drive Preferences

Health considerations are increasingly influencing consumer choices. The FDA’s new “healthy” rule, which now allows plain coffee to be labeled as healthy, has contributed to shifting perceptions—61% of specialty coffee drinkers now believe coffee offers health benefits (National Coffee Association, 2025). Nutritional attributes such as antioxidants, riboflavin, magnesium, and potassium further support coffee’s growing reputation as a wellness beverage (Research and Markets, 2025).

Premiumization remains a dominant trend. Consumers are seeking higher quality, ethically sourced, and sustainably produced coffee, even as the price gap between specialty and traditional coffee narrows (Perfect Daily Grind, 2025). This focus on quality and brand storytelling is essential for specialty coffee businesses to differentiate themselves in an increasingly competitive landscape (Perfect Daily Grind, 2025).

Price Pressures and Strategic Response

The industry faces ongoing price volatility, with coffee prices rising sharply—over 90% in the past two years, according to the International Coffee Organization (USDA FAS, 2025). Roasters and coffee shops are responding by adjusting pricing strategies, focusing on efficiency, and in some cases, absorbing short-term margin reductions to maintain customer loyalty (Fresh Cup, 2025).

Despite these challenges, the U.S. coffee market is expected to sustain its overall growth. As of March 2022, daily coffee consumption among Americans surpassed all other beverages, including water, and has increased by nearly 14% since January 2021 (National Coffee Association, 2022; Research and Markets, 2025).

Innovation and Market Outlook

Innovation in roasting, traceability, and consumer engagement is accelerating, with businesses leveraging technology to improve transparency and operational efficiency (Perfect Daily Grind, 2025). The specialty segment’s resilience and adaptability continue to shape the broader market, positioning the U.S. as a global leader in specialty coffee culture and consumption in 2025.