Refrigerated Coffee Creamers: U.S. Market Trends

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Published May 26, 2016 | 80 Pages | Pub ID: LA5916015

Refrigerated Coffee Creamers: U.S. Market Trends

After several years of little growth, the refrigerated coffee creamers market is on an upswing, thanks in no small part to newer-generation products that meet the “clean label” criteria for ingredients: fewer, simpler, and pronounceable. Some of these products also offer other features and claims associated with clean labels, such as organic, allergen-free, non-GMO, and vegan. Recent year-to-year sales increases for existing products are testament to the vitality of this burgeoning niche, and marketers’ confidence in its continued growth is evidenced by their investment in new products.

This development isn’t merely on-trend; clean labels deliver precisely what today’s consumers seek in coffee creamers. According to Packaged Facts’ proprietary consumer survey conducted for this report, consumers look for products that are “real” and “natural” when choosing among creamer options. Similarly, coffee drinkers who don’t use commercial packaged creamers say such products are not natural and contain unhealthy ingredients.

Another key finding of this report is that Millennials are both avid consumers and judicious shoppers when it comes to coffee creamers. They are significantly more likely than average to use commercial packaged creamers, non-dairy cream substitutes, dairy beverages, and/or plant-based dairy alternatives in their coffee. Younger adults also take more factors into consideration when selecting creamer products, and those who don’t buy creamers cite more reasons than the average non-user for their resistance.

One challenge to market growth for refrigerated coffee creamers is competition for share of mug. The Packaged Facts survey shows more consumers use dairy beverages, including milk, cream, and half & half, in their coffee than use packaged creamers. In addition, a significant percentage of coffee drinkers add plant-based dairy alternative beverages such as soymilk and almond milk instead.

Packaged Facts’ report Refrigerated Coffee Creamers: U.S. Market Trends focuses on the dynamic market for refrigerated coffee creamers, particularly with respect to the impact of current product, marketing, and consumer trends. Also discussed in the context of this market are sales and usage trends in the shelf-stable coffee creamer segment. For further perspective, Packaged Facts examines dairy beverage trends. The report offers growth projections for refrigerated coffee creamers and features the results of an exclusive Packaged Facts national online consumer survey of coffee drinkers’ tendencies, preferences, and purchase influences when it comes to creamer products. Included are more than one dozen detailed demographic profiles of coffee and creamer consumers.

Scope and Methodology

Market trends and market size estimates within Refrigerated Coffee Creamers: U.S. Market Trends are based on both public and syndicated data sources. Sales, market size, and consumer data sources drawn upon include:
  • IRI sales tracking through U.S. supermarkets and grocery stores, drugstores, and mass merchandisers with annual sales of $2 million or more;
  • U.S. government reports from the Bureau of Economic Analysis and the Census Bureau;
  • Published company reports and news releases.
This report also draws on a proprietary Packaged Facts National Consumer Survey conducted in April 2016 with a sample size of 2,000 U.S. adults age 18+. The sample composition is representative of the national population by gender, age bracket, geographic region, race/ethnicity, household income bracket, and presence of children in the household. In addition, the report draws on data from the Experian Marketing Services Fall 2011-2015 Simmons NCS Adult Studies.

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      •   U.S. Retail Sales of Refrigerated Coffee Creamer Products, 2011-2015 (millions of dollars, percent change)

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        •   Projected U.S. Retail Sales of Refrigerated Coffee Creamer Products, 2015-2020 (millions of dollars, percent change)
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      •   Usage of Non-Dairy Cream Substitutes, 2015 (percent of U.S. households)

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        •   U.S. Retail Sales of Refrigerated Coffee Creamer Products, 2011-2015 (millions of dollars, percent change)
        •   IRI-Tracked Sales of Refrigerated Coffee Creamers, 2014-2015

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        •   IRI-Tracked Sales of Shelf-Stable Coffee Creamers, 2014-2015

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        •   IRI-Tracked Sales of Refrigerated Dairy Half & Half, 2014-2015
        •   IRI-Tracked Sales of Refrigerated Dairy Cream, 2014-2015

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        •   Non-Dairy Cream Substitutes Usage Trends, 2011-2015 (percent of U.S. households)
        •   Containers of Non-Dairy Cream Substitutes Used in Last 30 Days, 2011-2015 (percent of U.S. households)

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        •   Household Usage of Half & Half, 2011-2015 (percent of U.S. households)

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        •   Packaged and Ready-to-Drink Coffee Usage Trends, 2011-2015 (percent of U.S. households)

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        •   Reasons for Not Buying Commercial/Packaged Coffee Creamers, 2016 (percent of coffee drinkers)
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        •   Projected U.S. Retail Sales of Refrigerated Coffee Creamer Products, 2015-2020 (millions of dollars, percent change)
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        •   Refrigerated Coffee Creamer Marketer Shares, 2014-2015 (percent of dollar sales)

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        •   Brands of Non-Dairy Cream Substitutes Used, by Frequency, 2011-2015 (percent of U.S. households)
        •   Brands of Non-Dairy Cream Substitutes Used, By Frequency, 2015 (percent of U.S. households using non-dairy cream substitutes)

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        •   IRI-Tracked Sales of Refrigerated Coffee Creamers: Nestlé USA, 2015 (thousand $)

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        •   IRI-Tracked Sales of Refrigerated Coffee Creamers: WhiteWave Foods Company, 2015 (thousand $)

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        •   IRI-Tracked Sales of Refrigerated Coffee Creamers: H.P. Hood, 2015 (thousand $)

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      •   Forms of Non-Dairy Cream Substitutes Used, 2011-2015 (percent of U.S. households)
      •   Types of Non-Dairy Cream Substitutes Used, 2011-2015 (percent of U.S. households)
      •   Flavors of Non-Dairy Cream Substitutes Used, 2011-2015 (percent of U.S. households)

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      •   IRI-Tracked Sales of Selected "Clean Label" Refrigerated Coffee Creamers, 2015 (thousand $)

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      •   Selected New Coffee Creamer Products

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        •   Usage of Non-Dairy Cream Substitutes, 2015 (percent of U.S. households)

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        •   Flavors of Non-Dairy Cream Substitutes Used, 2015 (percent of U.S. households)

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        •   Demographic Indicators Favoring Use of Non-Dairy Cream Substitutes, 2015 (index)
        •   Demographic Indicators Favoring Use of Non-Dairy Cream Substitutes: By Number of Containers Used in Last 30 Days, 2015 (index)
        •   Demographic Classifications Indexing 120 or Above for Use of Non-Dairy Cream Substitutes in Selected Segments, 2015 (index)
        •   Demographic Indicators Favoring Use of Non-Dairy Cream Substitutes: By Form Used Most Often, 2015 (index)
        •   Demographic Indicators Favoring Use of Non-Dairy Cream Substitutes: By Types Used Most Often, 2015 (index)
        •   Demographic Indicators Favoring Use of Non-Dairy Cream Substitutes: By Flavors Used Most Often, 2015 (index)
        •   Demographic Indicators Favoring Use of Non-Dairy Cream Substitutes: By Brands Used Most Often, 2015 (index)

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        •   Demographic Indicators Favoring Use of Half & Half, 2015 (index)

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        •   Demographic Indicators Favoring Use of Packaged and Ready-to-Drink Coffee, 2015(index)

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        •   Food and Health Attitudes of Consumers of Non-Dairy Cream Substitutes vs. Half & Half, 2015 (index)

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        •   Coffee and Tea Consumption by Beverage Type, 2016 (percent of adults)

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        •   Consumption of Hot and Chilled/Iced Coffee: Warm vs. Cold Weather, 2016 (percent of coffee drinkers)

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        •   Use of Any Milk or Creamer Product by Type, 2016 (percent of coffee drinkers)
        •   Use of Commercial/Packaged Creamers: Hot vs. Chilled/Iced Coffee, 2016 (percent of coffee drinkers)
        •   Use of Dairy Beverages in Coffee: Hot vs. Chilled/Iced Coffee, 2016 (percent of coffee drinkers)
        •   Use of Plant Milks in Coffee: Hot vs. Chilled/Iced Coffee, 2016 (percent of coffee drinkers)
        •   Types of Commercial/Packaged Coffee Creamer Products Used: Hot vs. Chilled/Iced Coffee, 2016 (percent of coffee drinkers)

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        •   Factors in Choosing Among Cream/Creamer Options, 2016 (percent of coffee drinkers)
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        •   Consumption of Hot or Chilled/Iced Coffee: Demographic Indicators, 2016 (percent of adults)
        •   Use of Creams/Creamers in Hot or Chilled/Iced Coffee by Type: Demographic Indicators, 2016 (percent of coffee drinkers)

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