On the U.S. retail level, the top selling coffee product was dry coffee, which generated 9.37 billion U.S. dollars in sales, while liquid coffee generated about 2.66 billion dollars in sales. Primary ground coffee brands for the at-home coffee segment included Folgers and Maxwell House, based on sales. Folgers is owned by The J.M. Smucker Co. and accounted for 1.09 billion U.S. dollars in 2018.
Although people have been drinking coffee for hundreds of years, there are still new trends entering the market every year, such as cold brew coffee and nitro coffee. Cold brew coffee is, as the name implies, brewed with cold or room temperature water over an entire day and has a higher caffeine concentration than regular coffee. Nitro coffee is infused with nitrogen and can be served like beer. In 2017, cold brew coffee experienced an 80 percent growth in sales compared to the previous year, while hot coffee saw a three percent decrease in sales.
Recent statistics show that American consumers drank on average about two cups of coffee per day. The majority of the coffee was consumed at home, followed by the work place. When asked why they usually drink coffee, the most U.S. consumers stated that they often drink the "black gold" simply because they like the taste.