• by Danielle Oster , September 29, 2025

For National Coffee Day Sept. 29, Nespresso is partnering with mental health nonprofit Project Healthy Minds, highlighting the role of coffee in morning routines to position the beverage as more than a commodity at a time of rising coffee prices.

According to a study sponsored by both entities, 90% of respondents reported their morning routine impacted their mental well-being for the remainder of the day, with 77% calling coffee a definitive part of that routine.

About a third of respondents reported drinking coffee for focus and mental energy, around a third cited turning to the beverage to boost energy and motivation, and around a quarter said the ritual of having a morning coffee provided a valuable moment of mindfulness prior to taking on daily demands.

“At Nespresso, we believe that coffee is more than a beverage—and the survey results show just how universal the value of a cherished coffee moment is," Nespresso North America CEO Alfonso Gonzalez Loeschen said in a statement. 

Project Healthy Minds Founder and CEO Phil Schermer added that the partnership highlights “how simple daily rituals — like enjoying a cup of coffee — can support mental wellbeing. With nine in ten Americans saying their mornings shape their mental health, turning coffee into a small daily ritual is a simple step anyone can take.”

Nespresso will also have a presence at a mental health event hosted by Project Healthy Minds Oct. 10. At World Mental Health Day Festival in New York City — a free, all-day event devoted to discussions about the future of mental health — Nespresso will serve coffee at a dedicated coffee lounge space, and also engage attendees in a “morning mantras exercise.”

The brand’s new focus on mental health comes as consumers are facing escalating coffee prices due to tariffs. The average cost of roasted coffee increased 21.7% for August, compared to August of 2024, and a seasonally adjusted 4.1% over the preceding month, according to the U.S. Bureau of Labor and Statistics. Last week, instant coffee brand Maxwell House launched a campaign temporarily rebranding as “Maxwell Apartment” and offering coffee drinkers a one-year “lease” on Amazon.

The Project Healthy Minds/Nespresso study surveyed a nationally representative sample of 1,000 adults aged 18-64, and was conducted in partnership with Kantar.