The source discusses an NCA report through comparisons involving coffee and other drinks in the United States. A striking headline can attract attention, but its meaning depends on what the survey asked and which reporting period it describes. Past findings should not be presented automatically as today's consumption pattern.
Distinguish the share of people reporting a drink from the volume consumed, and keep specialty-coffee categories separate from all coffee unless the report combines them. A survey about one country does not describe every coffee market. Changes in definitions or sampling can also affect an apparent trend.
Use the report to ask clearer questions about products and service rather than declare that every consumer is moving in the same direction. Café menus, retailer offerings and an individual's preferences can differ from a broad average. A careful account preserves the source, date and limits of the numbers instead of allowing a catchy comparison to stand in for the full research.
The conversation
A good question can make a better brew.