Majority of Coffee Drinkers Rate Their Morning Cup as More Important Than Sleep, Food or Proper...

Recent Survey Shows 56 Percent of Respondents Would Rather Give up Sleep, Showering, Lunch, Daily News, or Even Brushing Their Teeth Than Start the Day without Coffee

SAN DIEGO -- Two thirds of American adults are coffee drinkers, and nearly half

have at least one cup of coffee every day, according to a recent survey commissioned by OnTech Operations, Inc., the market innovator in self-heating coffee. Shining the harsh morning light on our collective addiction, the survey showed a majority of Americans would give up an important part of their daily routine to hold on to their morning coffee. Forty-two percent said they would give up their morning radio, television, or newspaper, and one-fifth said that they would give up lunch. Twelve percent said that they would give up three hours of sleep and 10 percent would be willing to go as far as giving up brushing their teeth. OnTech commissioned the survey on America's coffee drinking personality and habits as part of the launch of its Hillside line of hot beverages including gourmet coffees and lattes, teas, and hot chocolates.

What Does Your Coffee Personality Say About You?

Survey respondents fell into five main coffee personalities: The Social Drinker (33%) who shares coffee as a break with family and friends; The Comfort Lover (24%) who likes to hold a warm drink in their hands; The Coffee Addict (14%) who must have coffee to get through the day; The Task Master (11%) who uses coffee to stay focused; and the Coffee Gourmet (7%) who matches the optimum brew with the perfect meal. The largest group of coffee lovers classified themselves as Social Drinkers. Demographic data revealed social drinkers are most likely to live alone and see coffee breaks as a way to connect outside the home with family and friends. As household size increases, the likelihood of being a Social Drinker decreases.

Younger coffee drinkers are the Task Masters who primarily drink coffee to help them accomplish tasks, according to survey data. More than a third of those age 18-24 (37%) put themselves in this category, while 16 percent of the 25-34 age group also chose this category. Younger drinkers are also driving the flavored and iced coffee craze while older groups said they prefer basic brewed coffee.

Not surprisingly, those who drink five or more cups of coffee per day are the most likely to characterize themselves as Coffee Addicts, with half saying they fall into this category. However, only a quarter of those who drink three to four cups per day classified themselves as addicts.