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Caffeine is a key part of the daily life of the average American. Fresh CivicScience data through early May reveals 83% of U.S. adults report drinking at least one caffeinated beverage per day, including one-quarter who drink three or more. While energy drinks are becoming an increasing driver of this consumption, coffee remains the clear leader – 40% say they drink coffee ‘every day, without fail,’ compared to just 16% who ‘never’ drink coffee.
When it comes to consumer comfort levels about the amount of caffeine they drink per day on average, the vast majority (70%) of caffeine drinkers are content with the amount they drink. That said, nearly one-fourth (23%) say they want to reduce the amount of caffeine they consume in a day. Seven percent, meanwhile, want to drink more caffeine. Notably, as much as 20% of daily coffee drinkers report wishing to reduce their overall caffeine consumption.
Half-Caff’s Interest and Opportunity
One coffee variety that could help Americans fulfill that desire is half-caff coffee, which is blended with half regular coffee and half decaf, offering a smaller dose of caffeine per serving. While data show 13% of consumers drink half-caff today and another 10% are planning to try it, 26% still haven’t heard of it, pointing to untapped growth potential for brands. Gen Z adults and Millennials are the most likely to drink it, while women slightly outpace men as drinkers.

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Starbucks Emerges As A Half-Caff Brand Leader
Among the half-caff brands studied, Starbucks Half Caff House Blend is the narrow leader, chosen by 30% of half-caff coffee drinkers. Beyond Starbucks, the race is neck-and-neck between Folgers and Maxwell House. Green Mountain and Nespresso also garner a nearly equal share, outpacing Chock Full O’ Nuts and Four Signmatic’s organic brand.

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Characteristics of a Half-Caff Drinker
CivicScience data offers an in-depth analysis of the half-caff drinking American, here are the key highlights:
- They’re more than 2x as likely as non-drinkers to value brand over price when they’re shopping (36% to 14%, respectively).
- Half-caff drinkers are more likely than non-drinkers to say they are passionate about health and fitness or like them.
- When shopping for food and groceries, 71% report using coupons ‘often’ compared to 52% of non-drinkers who do the same.
Balancing Long-Term Optimism, With Near-Term Tariff Anxiety and Adjustments
- Half-caff fans show greater optimism about the 6-month economic and job market outlooks.
- However, they’re more likely than non-fans to be concerned about the impact of tariffs on their household expenses (84% to 76%). And drinkers are more than 2x as likely as non-drinkers to say they’re accelerating purchases of items that could see price hikes (33% vs. 15%).Â
- Fifty-eight percent are at least ‘somewhat’ likely to switch or obtain health insurance in the next year.
Half-caff drinkers have been more proactive than the Gen Pop in cost-cutting this past month, especially by buying fewer coffees out—a move in line with coffee’s tariff sensitivity. They’ve also led in cutting alcohol and live entertainment, but they are far less likely to reduce spending on dining out or non-essential shopping.
Don’t miss out on more key insights about how uncertainty is shaping consumer behavior and how brands can adjust to stay ahead. Unlock your exclusive non-public clip of CivicScience’s recent webinar, Uncertainty to Action: How Consumers are Adapting as Tariff Realities Sink In, and learn how CivicScience can help your brand remain agile in the face of a tenuous, ever-shifting economic climate. Access your clip here.

Use this Data: By tapping into in-depth, real-time data on key consumer segments like this, CivicScience clients can stay ahead of trends and make faster, smarter decisions to drive growth, acquisition, and retention.
Though still niche, half-caff coffee represents an untapped opportunity for brands, especially among consumers aiming to reduce their caffeine intake but unaware of alternatives beyond going cold turkey. Targeting health-conscious consumers who lean on more affordable at-home coffee options could go a long way in winning more consumers in the current uncertain economic climate.