It’s Official: Coffee Isn’t Optional

If you can’t think straight before your first cup of coffee, you’re not alone. And now a report has confirmed it: coffee isn’t optional.

Coffee is the #1 beverage Americans “can’t live without.”

In its first-ever State of Beverages report, Keurig Dr Pepper (yes, the company behind your morning and afternoon caffeine fixes) surveyed Americans to find out which drinks they love the most, and which ones they need the most.

Unsurprisingly, coffee reigns supreme when it comes to daily survival. It topped the list of the drinks people “can’t live without.”

Coffee is our “happy place.”

According to the report, 62% of Americans agree with the statement, “My day doesn’t start until I’ve had a cup of coffee,” and 69% call their morning coffee their “happy place.”

In other words, coffee isn’t just a drink, it’s therapy in a mug.

Coffee isn’t our “favorite” drink though.

Plot twist! While coffee might power our mornings (and sometimes our afternoons), it’s not actually our favorite beverage when it comes to taste.

That title goes to soda! (If you’re from the Midwest, that’s “pop.” If you’re from the South, we mean “Coke,” but not the brand.)

53% of Americans say carbonated soft drinks are their favorite beverage based solely on taste. So while coffee is the MVP of mornings, soda takes the crown when it comes to pure enjoyment.

The data also reflects how different drinks serve different purposes in our lives. Coffee is how we survive Monday mornings, back-to-back meetings, and groggy commutes. Soda is for backyard barbecues, movie nights, and let’s be real, any meal that just tastes better with some carbonation.

Coffee vs. Breakfast vs. Booze

The report has plenty of other fun stats too. We poured through it so you didn’t have to. Here are the highlights…

• 59% would rather skip breakfast than skip their morning cup of joe, while 41% would rather chow down and drink something else.
• 73% of people 21+ would rather quit drinking alcohol than quit drinking coffee.
• Late night coffee? Los Angeles does it the most. Dallas, Atlanta, and Boston don’t want it to keep them up at night.
• 65% customize their beverage in some way. 52% add sugar or sweeteners, 51% add creamer or milk, and 44% add flavor syrups (especially when ordering at chains like Starbucks).
• 58% find soda the most “refreshing” beverage out there.
• 74% of Gen Z’ers use social media to learn about new beverage trends.
• 56% of Americans say they’ve cut back on alcohol for “wellness or lifestyle” reasons, and 58% now prefer non-alcoholic drinks when hanging out with friends.