80% of coffee drinkers say they can’t take it black, new study finds

Americans are having a hard time adjusting to black coffee

By Emily Caldwell Published March 4, 2025

Black cup of coffee next to a pastry — Brigitte Tohm / Pexels

A new 2025 Wake Up Survey, conducted by an independent research firm, Edelman Data x Intelligence, in partnership with Nestlé Starbucks At Home, found that Americans still crave coffee add-ins, including cream, sugar, or flavorings. The study, which followed the coffee-drinking habits of about 1000 U.S. adults (from January 22nd through January 29th, 2025), found that 79% refused to drink black coffee. Additionally, most participants consumed their first cup of morning coffee 30 minutes after waking up.

Not only did the Wake Up Survey determine that most coffee drinkers want a flavorful cup, but it also found that more than 3 in 5 coffee drinkers sought easy options to enjoy their favorite cafe coffee flavors from home. Researchers found that while many are drawn to the caffeine in coffee, most coffee drinkers found drinking coffee to be a relaxing component of getting ready in the morning.

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Though we already knew coffee is an integral part of most Americans’ mornings, the Wake Up Study highlighted just how important coffee is to many drinkers. A key finding from the study was that nearly 1 in 10 coffee drinkers said they’d be willing to give up showering, washing their face, performing a skincare routine, or brushing their teeth to drink their coffee. Additionally, over 33% of respondents agreed they would give up social media to keep drinking coffee. For result accuracy, Edelman Data x Intelligence ensured all respondents in this study were 18 years or older and was sure to include a diverse set of participants based on gender, age, region, and race/ethnicity.

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Emily is a freelance journalist with a focus on food, travel, health, and fitness content. She loves to travel to new…

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Do you know what your morning cup of coffee does to you? As it turns out, researchers from Tufts University have been asking this same question. A recent study published in The Journal of Nutrition examined the coffee-drinking habits of over 45,000 Americans from 1998 to 2018. This observational study analyzed data from the National Death Index Mortality Data, suggesting that individuals who consumed one to three cups of black coffee had a 14% lower risk of all-cause mortality and cardiovascular disease mortality compared to those who did not.

In addition to this key finding, the recently published study also found that individuals who drank more coffee achieved even better results. Those who had 2 to 3 cups of coffee had a 17% lower risk of all-cause mortality. However, the findings suggest that this research only applies to those who drank their coffee black. Adding cream and sugar to your coffee, even in small amounts, could completely negate the potential benefits of drinking black coffee. This study's findings come at a time when black coffee is on the rise, as health-focused coffee drinkers have begun to find new ways to eliminate added sugar and cream from their morning coffee.
"The health benefits of coffee consumption may be diminished when sugar and saturated fat are added," the study researchers concluded. It's also worth noting that this observational study only examined individuals who drank regular caffeinated coffee and did not explore the benefits associated with drinking decaf coffee. While this study suggests a correlation between coffee consumption and lower all-cause mortality, it does not necessarily indicate a causal relationship.