This year, Lofty Coffee set out to understand how people drink their coffee more deeply.
That’s why we conducted the 2025 National Coffee Habits Survey, which gathered insights from over 1,000 coffee drinkers across the U.S. to explore not just what people drink, but why.
The results reveal a nation shaped by ritual and community.
And as we listen closely to how Americans brew, sip, and savor, one thing becomes clear: our coffee habits now carry meaning, memory, and intention in ways more personal than ever.
America's Coffee Rituals: People Drink Coffee More As They Age
According to Lofty’s 2025 National Coffee Habits Survey, nearly half of respondents (45%) drink coffee every single day. (And another 32% reach for it several times a week.)
And it turns out that with older respondents, that frequency actually increased!
Among seniors, 60% said they drink coffee daily, compared to just 20% of young adults.
- 45% drink coffee daily
- 70% drink coffee with breakfast
- 60% of seniors drink daily vs 20% of young adults
From Price to Purpose: 'Quality' Is What Keeps People Coming Back
According to our survey, 63% of Americans said price is what first drew them into a new café, a practical choice in an age of rising costs.
Yet once inside, it was “flavor” and “feeling” that kept them coming back: 77% said quality and taste were the reasons they stayed loyal to their coffee.
This suggests that maybe behind everyone’s favorite coffee shop lies something that can’t be listed on a menu, such as being remembered, or the value of a nice morning routine.
The Comfort of Flavor: Vanilla Still Wins Our Hearts
For all the hype around seasonal drinks, America’s favorite flavor remains timeless.
In our survey, “Vanilla” led the nation as the top coffee add-in, well ahead of “Caramel,” “Mocha,” and, yes, even “Pumpkin Spice”.
Flavor Forecast 2025
- Vanilla (5.86/8)
- Carmel
- Classic Black
- Alternative Milks (oat, almond, soy)
- Mocha & Nutty Blends
Search engine search trends tell the same story. “Best vanilla latte recipe” and “homemade caramel cold brew” were among the top Google coffee searches of 2025, far outpacing seasonal flavors.
This mirrors what we observe in Lofty cafés every day: comfort flavors remain grounding, even as curiosity grows. Yet while flavor is an important factor, brewing methods tell an even more dynamic story.
Drip vs. Iced: What Age Says About Your Preference
According to our data, 37% of Americans still reached for “Drip Coffee” first, while 23% preferred ”Iced Coffee”, while another 7% preferred “Cold Brew”.
And both groups are growing: drip has risen 11% since 2020, while cold coffee continues its climb; it’s up 13% for “iced” and 11% for “cold brew,” respectively.
Coffee Trends 2025
- Drip Coffee: up 11% since 2020
- Iced Coffee: up 13%
- Cold Brew: up 11%
- Pour-over: still niche at 4.5%
Brewing with Intention: The Rise of Ethics-Driven Coffee Culture
Something subtle but powerful is happening across America’s coffee counters: more drinkers now pause to consider who their coffee comes from and how it’s made.
According to our survey results, nearly one in five Americans said they intentionally chose cafés that are local, ethical, or values-driven.
This is unsurprising to us at Lofty; our work is steady and craft-led, and our ethos is simple: thoughtfully crafted coffee, made with integrity.
- Beans are roasted in small batches on the California coast
- All organic output, including dairy, local eggs, and fresh, house-made syrups
- Scratch-made pastries and breads using slow, artisanal methods
- Partnerships with regional growers and makers
For today’s coffee drinker, “purpose” isn’t about large declarations, but choosing places where care is visible in the craft, and where both the ingredients and the company feel honest and intentional.
What Our Cups Reveal: We Live Ritual, Comfort, and Connection
Across the survey,the data reveals one truth again and again:
People do not appear to go into their local cafes and pick stuff at random; we are people of ritual.
Yet while coffee selection habits differ (e.g., drip or iced, vanilla or black), every purchase strives to feel like the desired reflection of the person drinking it. #StateOfCoffee2025 | #LoftyCoffee | #CraftedWithCare
METHODOLOGY
This survey was finalized in November 2025, with responses collected from a nationally representative sample of 1,006 U.S. adults. Participants were asked about their coffee habits, preferences, and purchasing decisions, including frequency of consumption, favorite flavors, and factors influencing coffee shop choice.
Illustrations by Chalzea Xu
