What’s happening with the coffee category and where are things headed as we enter 2025?

The portion of U.S. households buying coffee has been steady since Q2 of 2024, and Big Chalk expects this to likely hold. But Big Chalk believes the competition among coffee brands to keep these households brand-loyal may intensify, for a host of reasons.

Download the PDF for an executive-level deep dive on the shifts Big Chalk sees in consumers’ preferred brands and the budget trade-off tactics they are employing to navigate the category in 2025.