American consumers are holding fast to their coffee cups, but new variations in consumption by socio-demographic profile are emerging. For example, a recent Mintel survey found that 64% of consumers who bought ground, whole bean, instant, and instant flavoured coffee indicated that they “drink coffee as a morning ritual.” However, this belief was biased towards those older than 45 years of age. Those younger, particularly the 18 to 24 year olds, reported that they drank coffee to help them wake up and to get an energy boost throughout the day (Mintel, 2012). Other survey findings included: