How people think about coffee brands and habits
Overview
Coffee brands have broad reach, but the behavior underneath is still modest: recognition is much wider than frequent coffee-shop buying.
About 91% have heard of Starbucks and 87% have heard of Dunkin'. Consumption is lower, with 53% saying they consumed Starbucks in the past year and 42% saying the same for Dunkin'.
Topline
91% have heard of Starbucks, and 87% have heard of Dunkin'.
Which of the following coffee brands have you heard of?
- Starbucks 90.6%
- Dunkin' 86.6%
- Folgers 85.2%
- Maxwell House 79.5%
- Nespresso 69.4%
- Peet's Coffee 57.1%
AI Adoption Survey August 2025
View source dataAdditional supporting data from this section.
Topline
53% consumed Starbucks in the past year, and 42% consumed Dunkin'.
Which of the following coffee brands have you consumed in the last year?
- Starbucks 53.1%
- Dunkin' 41.7%
- Folgers 37.5%
- Maxwell House 25.8%
- None of the above 19.9%
- Peet's Coffee 14.7%
AI Adoption Survey August 2025
View source dataStarbucks and Dunkin' dominate awareness
Starbucks and Dunkin' are the clear awareness leaders. About 91% have heard of Starbucks, and 87% have heard of Dunkin'.
Consumption is still led by the same two brands, but at lower levels: 53% say they consumed Starbucks in the last year, and 42% say they consumed Dunkin'.
Topline
Less than once a month is the most common coffee-shop buying pattern.
How often do you buy coffee from a coffee shop?
- Less than once a month 32.9%
- A few times a month 21.9%
- Never 14.2%
- About once a week 13.2%
- A few times per week 12.7%
- Daily 5.0%
AI Adoption Survey August 2025
View source dataDaily coffee is common, but shop buying is less routine
The most common coffee-drinking pattern is about once a day at 34%, followed by multiple times per day at 22%.
Coffee-shop buying is less frequent. About a third of Americans (33%) say they buy coffee out less than once a month, and another 22% buy it a few times a month.
Most weekly coffee budgets stay under $10
Weekly spending is concentrated at the lower end. About 38% say they spend less than $5, and 37% say they spend $5 to $10.
The drink-type pattern also looks mixed. Espresso is mostly rare or absent, while cold brew and iced coffee show regular, occasional, rare, and nonuse patterns.
Methodology
Full methodology- Mode
- Verasight panel recruited via random address-based sampling, random person-to-person text messaging, and dynamic online targeting
- Population
- United States adults
- Field dates
- 2025-09-03 → 2025-09-08
- Base (unweighted)
- 1,519
- Margin of error
- +/- 3.3%
- Module
- AI Adoption Survey August 2025
- Sponsor
- Verasight
- Weight variable
- weight
- Weighting targets
- age, race/ethnicity, sex, income, education, region, metropolitan status
Sources
[5]- 01Which of the following coffee brands have you heard of?Shows broad coffee-brand awareness.reports.verasight.io/reports/ai-adoption-survey-august-2025
- 02Which of the following coffee brands have you consumed in the last year?Shows consumption drops below awareness, even for the top brands.reports.verasight.io/reports/ai-adoption-survey-august-2025
- 03How often do you drink coffee?Adds routine drinking and coffee-shop buying frequency.reports.verasight.io/reports/ai-adoption-survey-august-2025
- 04Which comes closest to your weekly coffee budget?Adds weekly spending context.reports.verasight.io/reports/ai-adoption-survey-august-2025
- 05How often do you buy coffee from a coffee shop?reports.verasight.io/reports/ai-adoption-survey-august-2025
Citation
AI Adoption Survey August 2025, fielded September 3-8, 2025, N=1,519 United States adults, +/- 3.3%.
https://reports.verasight.io/reports/ai-adoption-survey-august-2025#which-of-the-following-coffee-brands-have-you-heard-of