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In 2020, it's no surprise that people are drinking more coffee at home than ever before. The morning wake-up ritual we all enjoy is seeing unprecedented attention, and big chains like Dunkin' and Starbucks are starting to feel it. More interesting than that, however, is that not only are people drinking more coffee, they're drinking more espresso, too.
In the United States, coffee is the once and future king of hot drinks. Espresso, on the other hand, has always enjoyed a deeply loved but admittedly niche corner of the caffeinated community. That is to say, not very many people in the United States drink espresso compared to some other countries, like Germany or the Netherlands. That is, until now. With the uncertainty of 2020 and with more and more people working from home, that niche interest in espresso is growing at an aggressive pace.
According to the Wall Street Journal, businesses like Starbucks and Dunkin' are reporting losses at their cafes, while sales of all coffee makers, including Chemex's pour over brewers, are up 28%. This tracks with how coffee shopping habits have changed, shifting from big box stores to online shopping, which is up 57% according to the NCA (National Coffee Association). People are beginning to discover the secret truth of the industry: you can make incredible coffee and espresso in your own kitchen.
We can attest to this ourselves, having seen demand skyrocket in recent months. Even our blog has seen more than double the attention it received in 2019. People want coffee, they want to learn about espresso, and they need it at home, right now. According to the NCA, based on past-week consumption, espresso based beverages bought at cafes or coffee shops have dropped considerably (down 20% for espresso, 19% for cappuccino, and 18% for latte). Based on the traffic we're seeing, our guess at explaining this change is that the interest in home espresso is on the rise. This shows in google searches, as well, with the terms "espresso machine" and "how to make espresso" having been searched nearly 30% more compared to last year.
We're here for it. If you're reading this right now, we hope you are too.
So, to help with that, if you're one of the many, many people with a new interest in espresso, be sure to check out all of our resources to get you started. Just to name a few: