Americans have long had a love affair with coffee, but in recent years, there has been a noticeable shift towards specialty coffee. According to the National Coffee Association's 2025 report, an increasing number of Americans are opting for specialty coffee over traditional options for their home brewing needs. This is great news for Kona coffee growers, such as Kona Earth.
What is Specialty Coffee?
Specialty coffee refers to high-quality coffee beans sourced from specific regions, characterized by unique flavor profiles, and often roasted in small batches by skilled artisans. These beans are typically grown at higher altitudes and are processed with greater care, resulting in a superior cup of coffee.
100% Kona coffee is considered a specialty coffee. It is regularly rated among the top by coffee connoisseurs, sharing the stage with other specialty coffee-growing regions in Africa, South America, and beyond.
As a Kona coffee grower, Kona Earth represents a unique opportunity for specialty coffee lovers to experience farm-to-cup authenticity. Their beans are nurtured from seed to sip on the farm located in the heart of Kona's famed coffee belt. Handpicked and processed on site, the coffee is then meticulously roasted in small batches. Finally, the premium Kona beans are shipped directly from the farm, leading to ultimate freshness for coffee drinkers.
By the Numbers
The most surprising statistic from the report was that, for the first time, specialty coffee is surpassing traditional coffee among American coffee drinkers, rising to 46% compared to 42% for traditional coffee drinkers. This is even more dramatic for coffee drinkers in the 25-49 age group, where a whopping 60% prefer specialty coffee.
Another interesting finding was that medium roast coffee is now the preferred roast, surpassing dark roast to reach 62%.
Also encouraging is that a majority are brewing specialty beans at home, now at 74% of specialty coffee drinkers. Whether using a traditional drip brewer, or other methods such as French press or pour over, specialty coffee drinkers are bringing their preference for specialty coffee into their home kitchens.
The Numbers Don't Lie
The NCA's report revealed that in 2025, a staggering 40% of American households reported purchasing specialty coffee for home consumption. This marks a significant increase from previous years, demonstrating a growing appreciation for high quality coffee production and the art and science of coffee brewing.
Why the Shift?
Several factors are driving the shift towards specialty coffee. Consumers are becoming more educated about the coffee they drink and are seeking out unique flavor experiences. Additionally, the rise of third-wave coffee shops has exposed more people to the world of specialty coffee, leading to increased awareness and demand for these premium beans.
Consumers are actively seeking out superior quality, ethically sourced beans. As an American coffee company, Kona Earth Coffee meets this criterion by supporting fair wage labor and sustainable farming methods. With farm-direct sourcing, high-quality production, and its rarity as a grown-in-the-USA product, its coffee is a natural fit for discerning specialty coffee drinkers.
The Impact on the Industry
As more Americans embrace specialty coffee, the specialty coffee industry is experiencing a boom. Artisanal coffee growers and roasters are emerging across the country, offering a diverse range of single-origin beans with distinctive flavor profiles. This trend is not only benefiting coffee producers and roasters but also creating a more discerning consumer base that values quality over quantity.
Final Thoughts
The rise of specialty coffee in American homes is a testament to the evolving tastes and preferences of consumers. As more people opt for quality over convenience, the future of the specialty coffee industry appears promising. Whether you're a coffee aficionado or just starting to explore the world of specialty coffee, there has never been a better time to indulge in a delicious cup of (specialty) joe. Kona Earth coffee represents a best-in-class option for specialty coffee drinkers.