Most Americans drink caffeine daily, but it’s not just coffee
The Ipsos Consumer Tracker asks Americans questions about culture, the economy and the forces that shape our lives. Here's one thing we learned this week.
Why we asked about caffeine usage: There’s a lot of interesting things going on in the caffeine space, from fluctuating coffee prices to the increasingly competitive energy drink space – which Kim Kardashian just entered as the “co-founder” of a newly relaunched Update. (Note, we interviewed original Update co-founder Daniel Solomons for What the Future: Food in 2022.)
What we found: First off, we asked what kind of beverages people drink “most days.” Bottled water topped the list, with six in 10 saying they drink it most of the time. Coffee was close behind (57%). We also get our caffeine from soft drinks (33%), tea (24%), and energy drinks (19%). Younger adults (age 18 to 34) under-index on coffee but over-index on energy drinks by 7 to 1 vs. those over 55, which is a pretty hefty ratio. Interestingly, they over-index on decaffeinated soda, coffee and tea as well.
Why we asked about reasons for drinking caffeine: If so many people are drinking caffeinated beverages, what are their reasons?
What we found: Americans need their caffeine. Three in four say it’s needed to get them through the morning. Half say they need it to get through the afternoon. And we drink it at various times and occasions, too. Half say they drink it with meals. Half say they drink it before exercise because it helps their workout.
But there’s some useful nuance. One in three (35%) say they are concerned they drink too much caffeine and the same number say they wish drinks came in smaller sizes. The younger folks who over-index on energy drinks also over-index, here with 55% agreeing they want smaller containers and maybe drink too much. But younger folks also over-index on drinking caffeine with exercise (vs both 35- to 54-year-olds and those over 55) and with meals (vs 55+).
More insights from this wave of the Ipsos Consumer Tracker:
More Americans are feeling ‘comfortable’ economically, as fewer believe prices have risen
Americans have mixed and contradictory views on obesity
What are we willing to give up? Booze tops the list
The Ipsos Care-o-Meter: What does America know about vs. what does America care about?
