Over 70% of Dads Crave Their Daily Cup of Coffee

BY Rachel Cagle
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Amora, a subscription-​based company delivering premium coffee and tea directly to consumers across the U.S., today announced the results from its Father's Day survey, which found that 72% of fathers are likely to drink coffee or tea at least once a day. These results come on the heels of Amora's Mother's Day survey insights, which found 74% of mothers drink coffee or tea on a daily basis.

About 53.6% of Coffee Drinkers as a whole are made up of females while males round out the last 46.4%, according to AudienceSCAN. They make up 54.1% of the population of U.S. adults and 24% are over the age of 65, followed closely by the 20% of Coffee Drinkers who are ages 55 to 64 and the 19% who are 45 to 54 years old.

Every year on Father's Day, consumers are provided with the opportunity to express their admiration for their dad by presenting him with a heartfelt gift. With many dads regularly drinking coffee or tea, Amora provides a variety of options allowing consumers to customize a gift that perfectly fits the special man in their lives.

According to AudienceSCAN, 39.2% of Coffee Drinkers have children of varying ages who still live at home. About 54.7% of this group are married.

"Finding a Father's Day gift can often be a daunting task," says Marina DiDomenico, Co-​Founder of Amora. "Amora simplifies this process by offering fresh, high-​quality coffee and tea delivered straight to your dad's door. With a majority of Americans drinking coffee every day, our premium product is a wonderful way to show your affection and appreciation on Father's Day."

The shopping habits of Coffee Drinkers vary. According to AudienceSCAN, 52.1% of Coffee Drinkers think that store brands are usually just as good as national brands. On the opposing side, another 47.3% are willing to pay more for higher quality products and Coffee Drinkers, in general, are 15% more likely than other adults to be willing to pay more for healthy or organic food products.

Key Findings from the survey include:

  • 50% of respondents say their father drinks coffee
  • 72% of the respondents say their father drinks at least 1 cup of coffee a day
  • 44% say their dad jump starts his day with a fresh cup of coffee or tea
  • 46% of dads enjoy their coffee at home
  • 40% of dads would appreciate a new coffee mug as a gift on Father's Day

So, how can these Coffee Drinkers be reached? The easiest way is via TV. According to AudienceSCAN, that is where 56.6% of this audience gets the most up-​to-​date information that is important to them and 59.4% took action in the last year after seeing a TV commercial. They're also motivated by print: 56.8% took action within the last year after receiving ads or coupons in the mail. This doesn't mean they aren't digitally savvy. Another 47% also took action within the last 12 months after seeing a sponsored search result.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.