The coffee landscape is shifting. A new report from Toast reveals U.S. consumers are abandoning staples like drip coffee and cold brew for milk-based espresso drinks, energy drinks, and other caffeinated alternatives. The data, spanning 164,000 locations on Toast’s platform, shows lattes, espresso shots, and americanos growing while traditional brews and teas decline. This isn’t just a trend—it’s a redefinition of what defines a coffee moment.
The numbers tell a clear story. Lattes saw a 4% year-over-year surge, outpacing even the modest gains in espresso shots (+3.3%) and americanos (+1.4%). Meanwhile, drip coffee and cold brew plummeted, with the latter slipping 2.2% in 2025 despite summer surges. Prices also rose: drip coffee hit $3.65 on average, up 4.3%, while cold brew climbed to $5.58, a 4.1% increase. These shifts reflect a growing appetite for drinks that feel indulgent, specialized, and less reliant on home brewing.
But the story isn’t just about coffee. Energy drinks and diet sodas saw double-digit growth, with energy drinks rising 8.7% and diet sodas up 7.4%. This signals a broader move toward convenience and portability, with canned and bottled options filling the gap left by declining traditional brews. The National Coffee Association’s data aligns with this: 66% of U.S. adults now drink coffee daily, with specialty options like espresso-based drinks hitting 28% of consumers—a 4% jump from 2020. Yet cold brew, despite its summer boom, remains a paradox—popular yet vulnerable to weather swings.
The takeaway? Consumers are voting with their wallets for premium, crafted experiences over convenience. But the rise of non-coffee caffeine options suggests the market is evolving beyond traditional coffee. And if cold brew’s seasonal volatility is any indicator, the future of cold coffee may depend on how well it adapts to changing tastes.
Is the coffee world heading toward specialization, or is there room for a comeback for drip and cold brew.
What’s your take? Is the coffee world heading toward specialization, or is there room for a comeback for drip and cold brew? Weigh in below.
Questions & Answers
Why are lattes becoming more popular?
Lattes are rising due to trends in specialty coffee, perceived quality, and versatility. They offer richer flavor and can be customized, appealing to a broader audience seeking premium coffee experiences.
What’s causing drip coffee to decline?
Drip coffee is declining as consumers shift toward more indulgent options like lattes. Convenience and perceived value in specialty drinks drive this trend over traditional brewing methods.
Information sourced from industry reports and news outlets.
