Nearly half of Americans go to bed earlier just to have more time for their morning coffee, according to new research.
A survey of 2,000 coffee drinkers explored how caffeine-lovers’ favorite brew gets them through the day, finding that 47% are motivated to go to bed earlier just from the desire to have enough time for coffee in the morning, with most making their own every morning (93%).
For many, a cup of joe predicts how their day will go, too — nearly three-quarters of those surveyed said that having a quality cup of coffee impacts how successful (73%) and easy (79%) their day is.
Nearly all respondents agree that coffee provides at least some motivation to get through the day (93%).
Conducted by Talker Research for Tata Consumer Products U.S. Inc., the owner of the Eight O’Clock Coffee brand, the survey looked at how respondents are gearing up for losing an extra hour with daylight saving time beginning in March, with 70% expressing concerns about the impact on their routine.
On average, respondents spend more time making and drinking coffee (16 minutes) than they spend showering (11 minutes), eating breakfast (9 minutes), and doing their hair and makeup (8 minutes).
Thinking about daylight saving time, those surveyed are most concerned about having to wake up earlier (29%), feeling more tired during the day (27%), and having difficulty falling asleep (27%).
Sixty-five percent agree that even with fewer daylight hours, they’ll need to make just as much, if not more, of their day than they do now.
But one thing that respondents aren’t sacrificing? Their coffee ritual.
Nearly half of coffee lovers anticipate keeping their coffee routine the same, even though they have ‘less’ time during the day (48%).
One in five even plan on shaving off time from their morning routine to ensure they have enough brew time (21%).
If respondents woke up later than intended after the time switch and needed to cut time out of their routine, just 15% would skip out on making or drinking coffee.
Instead, they’re more likely to skip making their bed (40%), eating breakfast (25%), shaving (22%), or packing lunch (17%).
To ensure they have enough time to brew their perfect cup, respondents would cut out 3.5 minutes from a shower, 1.8 minutes from brushing their teeth, or even 4.6 minutes from commuting to work.
Half of the respondents are even willing to be late for work to enjoy a perfect cup of coffee.
“Daylight saving time disrupts routines and with one hour less in the day, suddenly every minute feels more precious,” said Christina Scharer, vice president of marketing at Tata Consumer Products U.S. Inc., which owns the Eight O’Clock Coffee brand. “Our research shows that 28% of respondents will reach for more coffee to power through the time change. We’re here to provide that reliable, energizing and comforting cup that helps you feel ready for whatever the day brings.”
Looking at the coffee-drinking experience, the average coffee connoisseur spends 10 minutes just sipping and enjoying their perfect cup, and 40% savor it for even longer.
With the average respondent consuming 2.5 cups of coffee a day, two in three respondents said their ideal first cup would be enjoyed by 8 a.m., with a re-up at 10:42 a.m.
And even with how important coffee is to respondents, 85% agree that great coffee doesn’t need to break the bank.
“Good mornings start with great coffee — for many, that’s before eight o’clock. But consumers agree that great taste doesn’t need to come at a premium price,” said Scharer. “With more than a century of roasting experience, we consistently provide quality coffee at a value that makes each cup easy to enjoy.”
Research methodology:
Talker Research surveyed 2,000 coffee drinkers who have access to the internet; the survey was commissioned by Tata Consumer Products U.S. Inc., the owner of the Eight O’Clock Coffee brand and administered and conducted online by Talker Research between Feb. 3 and Feb. 4, 2026. A link to the questionnaire can be found here.
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