Coffee and Ready-to-Drink Coffee in the U.S.: The Market and Opportunities in Retail and Foodservice, 6th Edition

Published: April 1, 2010 - 320 Pages

Table of Contents

  • Executive Summary
    • Introduction
      • Scope of Report: Foodservice and Retail
      • Report Methodology
    • The Market
      • Economic Downturn Takes a Toll
      • Dry Coffee Category Leads in Market Share
      • Foodservice Sales Gain in Restaurants
      • Supermarkets Lose Share to Cheaper Alternatives
      • The Economy and Its Impact
      • Coffee Sales Fortunes to Improve Through 2014
    • The Marketers
      • Thousands of Marketers
      • Marketers Employ Multiple Sales Channels
      • Smucker Is No. 1 Coffee Marketer
      • Top 10 Brands in Natural Supermarket Channel
    • Marketing & New Product Trends
      • Upscale Coffee Trends Collide with Downscale Economy
      • Thrifty Upscale Coffee: Can It Work Outside Foodservice?
      • Ideological Coffee: Organic, Natural and Fair Trade
      • Shade Grown Coffee
    • Foodservice and Retail Trend Overview
      • Increasing Overlap and Cross-Competition Between Foodservice and Retail
      • Despite Chain Restaurant Proliferation, Mom and Pops Remain Industry Paradigm
      • Specialty Coffee Competition Intensifies and Diversifies
      • Burger King to Roll Out Seattle's Best in 2010 as Part of Revamped Breakfast Program
      • Coffee Is Best-Selling Hot Beverage at Convenience Stores
      • Supermarkets Lead Retail Market for Packaged Coffee
      • Fair Trade Coffee Boosts Walmart's Image, Sales
    • Consumer Trends
      • More than 50% of Americans Drink Coffee Daily
      • Consumer Love Affair with Gourmet Coffee Wanes a Bit
      • Starbucks Restaurants Feel Recession Squeeze
      • Usage of Coffee by Type
      • Brands Usage Rates
  • The Products - Highlights
  • The Products
    • Introduction
      • Scope of Report: Foodservice and Retail
      • Dollar Sales Based on Retail Value
      • Excluded Products
    • Product Breakouts
      • Product Types
      • Coffee Brewed and Served by the Cup
      • Ground Coffee
      • Whole Bean Coffee
      • Single-Serve Pods and Capsules
      • Instant/Freeze-Dried Coffee
      • Instant Cappuccino and Specialty Coffee Mixes
      • Liquid Coffee Concentrates
      • Packaged Ready-to-Drink (RTD) Coffee Beverages
      • IRI Categories
      • Additional Descriptors
      • Decaffeinated Coffee
      • Types of Roasts
      • Espresso: A Brewing Process as Well as a Roast
      • Blends vs. Varietals
      • Estate Coffee
      • Flavors
      • Organic Coffee and Sustainably Grown Coffee
      • Fair Trade Coffee
      • Shade Grown Coffee
    • Global Market Overview
      • A Primary Commodity
      • South America and Central America Account for Two-Thirds of World Coffee Production
      • Europe and Asia Pacific Lead in New Coffee Product Introductions
        • Table Share of Global Coffee Product Launches: By Region and Annual Total, 2005-2009 (number)
      • Nestlé Leads by Number of Coffee Product Introductions
        • Table Top 10 International Marketers: By Number of Coffee Product Launches, 2005-2009 (number)
      • Instant Gratification Conquers the World
        • Table Top 20 Package Tags/Marketing Claims: By Number of Global Coffee Product Launches, 2005-2008
  • The Market - Highlights
  • The Market
    • Market Size and Growth
      • Economic Downturn Takes a Toll
        • Table Total U.S. Sales of Coffee, 2005-2009 (in millions of dollars)
      • Foodservice Sales Top $41 Billion
        • Table U.S. Sales of Coffee Through Foodservice Channels, 2005-2009 (in millions of dollars)
      • Retail Sales of Coffee Hit $6 Billion
        • Table U.S. Sales of Coffee Through Retail Channels, 2005-2009 (in millions of dollars)
      • Foodservice and Retail Shares Remain Stable
    • Retail Market Composition
      • Dry Coffee Category Leads in Market Share
        • Table IRI-Tracked Sales and Share of Coffee by Category, 2009 (in millions of dollars)
      • Ground Coffee Segment Dominates Dry Coffee Category
        • Table IRI-Tracked Sales of Dry Coffee Category: Dollar Sales, Change and Category Share by Segment, 2009 (in million of dollars)
        • Table IRI-Tracked Unit and Volume Sales of Dry Coffee: By Segment, 2009 vs. Year Ago (in millions)
      • Relative Fortunes of Coffee Segments Remain Constant Despite Recession
      • Overarching Dry Coffee Trend Is-Back to the Future
        • Table IRI-Tracked Sales of Dry Coffee by Segment: Basic vs. Processed, 2008-2009 (in millions of dollars)
      • Decaf Coffee Continues to Slide
        • Table IRI-Tracked Dollar Sales of Decaffeinated Coffee: By Segment, 2009 (in millions of dollars)
      • Instant Coffee Sales Go Slowly
        • Table IRI-Tracked Dollar Sales of Instant Coffee: By Segment, 2009 (in millions of dollars)
      • RTD Coffee Dominates Liquid Coffee Category
        • Table IRI-Tracked Dollar Sales of Liquid Coffee: By Segment, 2009 (in millions of dollars)
        • Table IRI-Tracked Unit and Volume Sales of Liquid Coffee Category: By Segment, 2009 vs. Year Ago (in millions)
      • Bolthouse Farms Reigns in RFG RTD Coffee Drink Segment
        • Table IRI-Tracked Dollar Sales of Refrigerated RTD Coffee, 2009 (in millions of dollars)
      • Cool Brew Lifts Refrigerated Coffee Concentrate Segment
    • Sales by Channel
      • Foodservice Sales Gain in Restaurants
        • Table Share of U.S. Foodservice Dollar Sales of Coffee: By Venue, 2008-2009 (percent)
      • Supermarkets Lose Share to Cheaper Alternatives
        • Table Share of U.S. Retail Dollar Sales of Coffee: By Channel, 2008-2009 (percent)
    • Seasonality and Regionality
      • Retail Sales Highly Seasonal
      • HealthSaver Caffeinated Cities Survey Details Trends by Region
        • Table U.S. Cities with Highest Levels of Coffee Consumption: Regular Coffee & Specialty Coffee Drinks, 2007 vs. 2008
        • Table U.S. Cities with Lowest Levels of Coffee Consumption: Regular Coffee & Specialty Coffee Drinks, 2007 vs. 2008
        • Table "Most Caffeinated U.S. Cities": 2007 vs. 2008
        • Table "Least Caffeinated U.S. Cities": 2007 vs. 2008
        • Table U.S. Cities Most Likely to Say Caffeine Is Good for You: 2007 vs. 2008
        • Table U.S. Cities Most Likely to Say Caffeine Is Bad for You: 2007 vs. 2008
      • Northwest Coffee Culture Hides Specialty Coffee's East Coast Roots
    • Market Outlook
      • The Economy and Its Impact
      • A Shift to Gourmet/Specialty Coffee
      • More Than Half of Americans Drink Coffee Daily
      • Competition from a Broad Spectrum of Beverages
        • Table IRI-Tracked Sales and Share of Major Beverage Categories, 2009 vs. Year Ago (in millions of dollars)
      • RTD Tea Beats Out RTD Coffee on Price
        • Table IRI-Tracked Dollar Sales of RTD Coffee vs. RTD Tea, 2009 vs. Year Ago (in millions of dollars)
      • New Spins on Caffeine
      • New Research Supports Coffee's Health Halo
      • Single-Serve Systems Are Here to Stay
      • Coffee Pricing Is Volatile
      • Raw Coffee Prices Shrink in 2009
        • Table Composite Green Coffee Prices, 2005-2008 (in cents per pound)
    • Looking Ahead: Projected Market Growth
      • Economy Slowly Improving
      • Focus on Environmental and Social Responsibility Will Endure
      • Coffee as the New Health Food
      • Hispanic Coffee Sales to Grow
        • Table Projected Hispanic Population as Percent of Total U.S. Population: 2000, 2007, 2010 and 2015
      • Coffee Sales Fortunes to Improve Through 2014
        • Table Projected Total U.S. Sales of Coffee, 2009-2014 (in millions of dollars)
      • Foodservice Sales to Near $52 Billion
        • Table Projected U.S. Sales of Coffee Through Foodservice Channels, 2009-2014 (in millions of dollars)
      • Steady Growth in Retail Sales
        • Table Projected U.S. Sales of Coffee Through Retail Channels, 2009-2014 (in millions of dollars)
  • The Marketers - Highlights
  • The Marketers
    • Competitive Overview
      • A Complex Marketing Structure
      • Thousands of Marketers
      • Marketers Employ Multiple Sales Channels
      • Major Coffee Marketers
      • Foodservice Cross-Over
      • Specialty Coffee Marketers
      • Hispanic-Style Coffee Marketers
      • Joint Ventures Provide Synergies
      • Coca-Cola, Godiva, Caribou and More
      • Competitive Positioning
    • Marketer and Brand Shares
      • Methodology
      • Smucker Is No. 1 Coffee Marketer
        • Table Top 10 Coffee Marketers by IRI-Tracked Sales and Market Share, 2009 (in millions of dollars)
      • Smucker and Kraft Dominate Mammoth Ground Coffee Segment
      • No Other Marketers Claim Double-Digit Share
      • Smaller Marketers Make Impressive Gains
      • Smucker Leads Ground Decaf Segment
      • Nestlé Tops $420 Million Instant Coffee Segment
      • Kraft and Smucker Lead Instant Decaf Segment
      • Eight O'Clock Moves Up in Whole Beans Segment
      • North American Coffee Partnership Owns RTD Coffee Segment
      • Wm. Bolthouse Reigns in Refrigerated RTD Segment
      • Cool Brew Dominates Tiny Refrigerated Coffee Concentrate Segment
      • Top 10 Brands in Natural Supermarket Channel
        • Table Leading Ground Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
        • Table Leading Ground Decaffeinated Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
        • Table Leading Instant Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
        • Table Leading Instant Decaf Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
        • Table Leading Whole Beans Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
        • Table Leading Shelf-Stable RTD Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
        • Table Leading Refrigerated RTD Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)
        • Table Leading Refrigerated Coffee Concentrate Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in dollars)
        • Table Top 10 Brands of Ground Coffee in Natural Supermarket Channel: Market Share and Dollar Sales, 52 Weeks Ending January 23, 2010 vs. Year Ago (in millions of dollars)
  • Marketing & New Product Trends - Highlights
  • Marketing & New Product Trends
    • Upscale Coffee Trends Collide with Downscale Economy
      • Table Number of Coffee Beverage Introductions by Package Tags/Claims, 2005-2009
    • Will Economic Turnaround Trigger New Product Turnaround?
      • Table Number of Coffee Beverage Introductions, 2008 vs. 2009
    • Thrifty Upscale Coffee: Can It Work Outside Foodservice?
    • Ideological Coffee: Organic, Natural and Fair Trade
    • Whole Foods vs. Its Customers: Nobody Wins
    • Certification Labeling: Baffling for Consumers and Marketers Alike
    • Starbucks C.A.F.E.: Not Where You Go for a Cup of Joe
    • Ethical Direct Trade
    • UTZ Certified Good Inside: Is It Good Enough for True Believers?
    • Shade Grown Coffee
    • Three Strikes and You're In-Triple Certification
      • Table Caffe Ibis Coffee-Triple Certification Labels
    • "Green" Labels, Labels, Everywhere
      • Table Organic, Shade Grown (aka Bird Friendly), and Fair Trade Labels
    • Products Launches May Include Myriad Products
    • Green Mountain Coffee Entries Includes Donut House Collection
    • The Four Runners Up
    • 2009 Whole Bean and Ground Coffee Intros Exhibit Variety and Growing Sophistication
    • Single-Origin Coffees
    • Limited Editions
    • New Bottled Drinks Pose Question: Is Coffee the New Chocolate?
    • Coffee-Energy Drink Connection Continues in 2009
    • Java Has Been a Monster
    • Coca-Cola Goes Full Throttle into Hybrid Coffee/Energy Drinks
    • 7-Eleven's Fusion Energy Coffee Launches Foodservice Trend
      • Table Coffee Beverages Introduced in 2009
  • Foodservice and Retail Trend Overview - Highlights
  • Foodservice and Retail Trend Overview
    • Introduction
      • Increasing Overlap and Cross-Competition Between Foodservice and Retail
    • Foodservice Overview
      • Foodservice Venues
      • Foodservice Distribution Methods
      • Away from Home Food Spending Remains Static
      • Full-Service Restaurant Share of Sales Surges
        • Table Average U.S. Household Expenditures on Food, 2004-2008 (in millions of dollars)
        • Table Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (in millions of dollars)
        • Table Share of Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (percent)
      • Restaurant Industry Trade Group Projects Growth in 2010
        • Table Restaurant Industry Sales: 2008-2010 (in billions of dollars)
      • Despite Chain Restaurant Proliferation, Mom and Pops Remain Industry Paradigm
      • Organic Coffee "Hot" in 2010 Restaurant Survey
      • Specialty Coffee Competition Intensifies and Diversifies
      • Burger King to Roll Out Seattle's Best in 2010 as Part of Revamped Breakfast Program
      • Different Demographics?
      • Coffeehouses, Kiosks and Coffee Carts
      • Company Snapshot: Tim Hortons
      • Drive-Thrus: Competitive Advantage or Retrograde Concept?
      • The Gasoline Factor
      • Coffee Is Best-Selling Hot Beverage at Convenience Stores
      • Coffee Tops C-Store Shopper Lists
      • 7-Eleven Achieves Franchise-Only Status in U.S. While Playing Up Coffee
      • "Looking Good In Any Cup Size" Ad Campaign Introduces New Iced Coffee Line
      • New Coffee Is Old News at 7-Eleven
      • 7-Eleven Announces NYC Expansion Plans
      • Sheetz Specialty Coffee Drinks Include Lattes, Cappuccinos and Mochas
      • ExxonMobil Combines Upscale Coffee Image with Relaxed Approach
      • Hess/Dunkin' Donuts Rollout Continues
      • Walgreen Tests Café W
      • Licensed Cafés and Kiosks
      • Books Go Better with Cafés
      • Mountain Mudd Franchises Spread from Billings to Lebanon
      • Less Workers
      • Vending Machines Lagging in U.S., Picking Up in Britain
      • The Starbucks Vending Machine Experience
      • For Hotels, It's "Goodbye Freeze-Dried, Hello Espresso"
      • Airlines Flying High with Coffee Grounds
    • Retail Trend Overview
      • Retail Distribution Methods
      • Types of Retail Outlets
      • Supermarkets Lead Retail Market for Packaged Coffee
      • Mass Merchandisers, Supercenters & Warehouse Clubs
      • Walmart a Top Coffee Seller
      • Fair Trade Coffee Boosts Walmart's Image, Sales
      • Contest for National Warehouse Club Supremacy
      • Gourmet/Specialty Food Stores
      • Light Roast Coffee
      • Medium Roast Coffee
      • Dark Roast Coffee
      • Specialty Coffee Stores
      • Company Snapshot: The Coffee Bean & Tea Leaf
      • Health and Natural Food Stores
      • Top Coffee Brands in Natural/Specialty Arena
        • Table Top UNFI Brands in Natural/Specialty Channels: by Share and Number of SKUs, 2008 vs.2009 (percent and number)
      • Internet, Mail Order, and Subscriptions
  • Competitor Profiles - Highlights
  • Competitor Profiles
    • Competitor Profile: Caribou Coffee Co., Inc.
      • Company Overview
      • Rebuilding and Rebranding Post Recession
      • Commercial Expansion Shows Results
      • Caribou Coffeehouses' Rustic Design Reinforces Brand Identity
      • We're #2, We Try Harder
      • Reinventing the Hot Chocolate Wheel
      • Reaching Out to Consumers on a Number of Fronts
    • Competitor Profile: Dunkin' Brands, Inc.
      • Company Overview
      • "We Are Mainstream America"
      • "You Kin' Do It" Campaign Cheers on "Everyday People"
      • Dunkin' Pushes Forward with Expansion Plans
      • Various Types of New Outlets Targeted
      • Franchisees Unhappy with Increased Retail Competition
    • Competitor Profile: Green Mountain Coffee Roasters, Inc.
      • Company Overview
      • Specialty Coffee Unit Growing Rapidly
      • Keurig Unit Growing Even More Rapidly
      • Green Mountain's CAGR Has Risen to 53% Since Keurig Acquisition
      • Green Mountain Acquires Tulley's for $40.3 Million
      • Green Mountain Acquires Timothy and Revises Projections Up Once More
      • Balanced, Multichannel Distribution
      • How Keurig Grows Sales
      • Social Responsibility: Putting Your Money Where Your Mouth Is
      • Company Continues Ethical/Fair Trade Marketing
    • Competitor Profile: Kraft Foods, Inc.
      • Company Overview
        • Table Kraft, Inc. Net Revenues: By Region and Category, 2008 (in billions of dollars)
      • Kraft Acquires Cadbury
      • The Maxwell House Roller Coaster
      • Lawsuit with P&G Settled
      • Brewing Some Good Marketing
      • Yuban Is Revitalized
      • Sanka Suffers from Image Problem
      • General Foods International Coffee Mixes Losing Their Luster
      • Starbucks Agreement Has Had Long-Term Benefits
      • Gevalia Kaffe Gets New U.S. Push
      • Kraft's Tassimo Home Brewing System Succeeds in Europe But Stumbles in the U.S.
      • Kraft Switches to Bosch
      • Kraft Settles Lawsuit with Keurig
      • Tassimo Looking to Bring Its European Mojo to the U.S
      • Advertising "Webisodes" Fall Flat
      • Tassimo Has Potential
    • Competitor Profile: McDonald's Corp.
      • Company Overview
      • McCafé: An Idea Whose Time Has Come
      • Concept Traces Back to Premium Roast Coffee Upgrade
      • Adding Coffee Bars
      • Advertising Approaches: Special, But Unsnobby
      • McCafés a Global Success Story
      • McDonald's Japan Shoots for No. 1 in Espresso Drinks
    • Competitor Profile: Massimo Zanetti Beverage USA, Inc.
      • Company Overview
      • The Third Largest Roaster in the U.S.
      • Chock Full O'Nuts: "A Heavenly Coffee"-Literally
      • Hills Bros. Popular with Heavy Coffee Drinkers
      • MJB Premium Coffee in the Pacific Northwest
      • Chase & Sanborn Offers Affordable Price
      • Cafés and Foodservice
    • Competitor Profile: Nestlé USA, Inc.
      • Company Overview
      • Nestlé's U.S. Operations: Vast and Varied
      • Joint Ventures with Jamba Juice & Coke
      • Nestlé Leads Instant Coffee Market
      • Nespresso's Speedy Nespresso Brings Delayed Financial Gratification
      • Worldwide Nespresso Gains 28% in Third Quarter of 2009
      • Nescafé Rolls Out Dolce Gusto
    • Competitor Profile: Peet's Coffee & Tea, Inc.
      • Company Overview
      • Sales Grow Despite Recession
      • Two Business Segments: Retail Stores and Specialty Sales
      • Peet's Pulls in Sails Against Headwind of Economy
      • Peet's Mantra: "It's All About the Coffee"
      • Peet's Retail Stores Are Marching Eastward
      • Peet's 10 Commandments
      • Now a National Brand in Grocery Channels
      • Partnership with Vistar Should Increase Office Sales
      • Two Types of Foodservice Accounts
      • Bidding War for Diedrich
    • Competitor Profile: Sara Lee Corp.
      • Company Overview
      • Sales Results
      • Sara Lee Sheds U.S. Retail Coffee and DSD Foodservice Coffee Businesses
      • DSD Sale Does Not Mean Capitulation in Foodservice Competition
      • Despite Divestitures, Sara Lee Still Brewing Up a Storm
      • Senseo a Global Single-Serve Brand
      • U.S. Customers Wait for Senseo to Return
    • Competitor Profile: The J.M. Smucker Co.
      • Company Overview
      • Smucker Acquires Coffee Brands from P&G
      • A Focus on Breakfast and Tradition
      • A Family Business with a Thirst for No. 1 Brands
      • Folgers Coffee Sales Perk Up Under Smucker
      • Pricing Key to Success
    • Competitor Profile: Starbucks Corp.
      • Starbucks to World: "Accounts of My Demise Are Somewhat Exaggerated"
        • Table Starbucks Results of Operations for Fiscal Years 2005-2009 (in millions of dollars)
      • Return of Prodigal CEO Reignites Company
      • Past Is Prologue as Starbucks Reevaluates and Regroups
      • Schultz Shutters Hundreds of Stores
      • Starbucks Takes Time Out to Retrain Baristas
      • The Vast Worldwide Starbucks Coffeehouse Phenomenon
      • Starbucks "Individualizes" New Outlets
      • Starbucks Testing 31-Oz. Trenta Iced Drinks
      • Other Strategic Initiatives
      • Fresh Appeal
      • New Machines
      • Pike Place Roast
      • Clover Upscale Brewed
      • Customer Loyalty Program
      • My Starbucks Idea Webpage
        • Table "My Starbucks Ideas" by Type and Number as of December 8, 2009
      • Prior to Recession, Starbucks Expanded Drive-Thrus
      • Starbucks and Ad Agency Part Ways
      • Starbucks iPhone Apps
      • Despite Store Cutbacks, Starbucks Retains Brand Portfolio
      • Seattle's Best Coffee & Torrefazione Italia
      • Seattle's Best Goes Franchise Route
      • Foodservice Operations Suffer Setback During Inhospitable Times
      • Burger King to Roll Out Seattle's Best Nationally
      • Profitable Partnerships in Consumer Packaged Goods
      • Kraft Markets Starbucks' Ground and Whole Bean Coffee
      • The North American Coffee Partnership
      • Via Rollout Ongoing
      • Transformation Agenda Fuels Energy Drinks
      • Nutritional Health & Wellness to Promote Corporate Health & Wellness
      • Social Responsibility as Practice and Marketing Tool
      • Employees vs. Starbucks: You Win Some, You Lose Some
      • Tazo Tea & Ethos Water
        • Table Tazo Tea-List of Hot Tea Products as of December 2009
      • Ethos Water: PR Plus or Ethical Dilemma?
      • Other Partnerships, Other Products
  • The Consumer - Highlights
  • The Consumer
    • More than 50% of Americans Drink Coffee Daily
      • 77% of Adults Drink Coffee Each Year
      • Consumer Love Affair with Gourmet Coffee Wanes a Bit
      • Consumption Among 18- to 24-Year-Olds Rebounds Slightly
      • Coffee Drinkers Know Home Isn't Just Where the Heart Is
      • Brewing Method of Choice
    • Consumer Use and Demographics
      • The Simmons Survey System
      • Starbucks Restaurants Feel Recession Squeeze
        • Table Usage Rates for Starbucks Restaurants and Starbucks Packaged Coffee Products, 2006-2009 (percent of U.S. adults)
        • Table Adult Consumer Base for Starbucks Restaurants and Starbucks Packaged Coffee Products, 2006-2009 (number of U.S. adults in millions)
        • Table Fast-Food Breakfast Consumers: Usage Rates Overall and for McDonald's, Starbucks and Dunkin' Donuts, 2005-2009 (percent of U.S. adults)
        • Table Fast-Food Breakfast Consumers: Consumer Base Overall and for McDonald's, Starbucks and Dunkin' Donuts, 2005-2009 (number of U.S. adults in millions)
      • Usage of Coffee by Type
      • Espresso/Cappuccino Has Youthful Demographic
        • Table Usage of Espresso/Cappuccino: By Household Age Group, 2009 (number in thousands, percent and index)
        • Table Usage of Ground/Whole Bean Coffee: By Household Age Group, 2009 (number in thousands, percent and index)
      • Types of Coffee Used Most
      • Five-Year Trend by Types of Coffee Used
        • Table Trended Number of Coffee Users: By Product Type Used Most Often, 2005-2009 (percent of U.S. households)
      • Demographic Indicators by Product Type
      • Ground Decaf
      • RTD Coffee Drinks
      • Instant Decaffeinated
      • Instant Specialty Flavored Coffee Mix
      • Whole Bean Coffee
      • Espresso/Cappuccino
      • Psychographics Reveal Unlikely Connection Between Flavored Mix & Whole Bean
      • Brands Usage Rates
      • Demographic Trends: Ground and Whole Bean Coffee Brands
      • Chock Full O'Nuts
      • Eight O'Clock
      • Folgers
      • Hills Brothers
      • Maxwell House
      • Yuban
      • Demographic Trends: Selected Espresso/Cappuccino Brands
      • Demographic Trends: Instant Coffee Brands
      • Demographic Trends: Instant Specialty Coffee Mix Brands
      • Demographic Trends: RTD Coffee Brands
        • Table Top Demographic Indicators for Selected Types of Coffee 2009 (index of U.S. households)
        • Table Coffee Purchaser Food and Shopping Lifestyle Attitudes: By Selected Coffee Types, 2009 (index of U.S. households)
        • Table Coffee Brands Used Most Often by Percentage of U.S Households, 2009 (percent of U.S. households)
        • Table Top 10 Demographic Indicators for Selected Ground/Whole Bean Coffee Brands, 2009 (index of U.S. households)
        • Table Top Demographic Indicators for Selected Espresso/Cappuccino Brands, 2009 (index of U.S. households)
        • Table Top Demographic Indicators for Selected Instant Coffee Brands, 2009 (index of U.S. households)
        • Table Top Demographic Indicators for Selected Instant Specialty Coffee Mix Brands, 2009 (index of U.S. households)
        • Table Top 10 Demographic Indicators for Selected Ready-To-Drink (RTD) Coffee Brands, 2009 (index of U.S. households)
  • Addresses of Selected Industry Associations, Marketers and Coffeehouse Chains

Abstract

As the U.S. economy slid deeper into recession during 2009, coffee marketers and foodservice operators moved in the opposite direction, digging out of the trench of 2008 with a variety of strategies designed to capitalize on the fact that even upscale coffee is a relatively thrifty luxury that offers comfort during stressful times. Two success stories were the rebound of Starbucks on the foodservice side and the revitalization of the former P&G retail coffee portfolio by J M. Smucker. Although the era when the coffee market grew effortlessly through premiumization may have ended, such upscale trends as the shifts towards specialty coffee beverages, gourmet beans and ethical consumerism are still clearly in force. What’s more, there’s ample opportunity for companies to capitalize on such trends as the economy recovers—not by ignoring the tougher times or reversing strategy, but by crafting an image that’s both upscale and responsive to consumers’ stronger-than-ever demand for value.

Packaged Facts’ Coffee and Ready-to-Drink Coffee in the U.S.: The Market and Opportunities in Retail and Foodservice, 6th Edition offers a comprehensive look at this $47.5 billion market, examining both the retail and foodservice sides of the business as well as the growing overlap of the two. On the retail side, the report analyzes coffee sold for future brewing—beans and ground, and instant—as well as RTD coffee drinks (à la Frappuccinos), as well as coffee enthusiast’s new brewing method of choice: single-serve (pod) coffee. Positive upscaling trends that slowed during the weak economy will gradually regain the upper hand, the report predicts, resulting in increasing annual percentage sales gains lifting sales by 23% by 2014 to reach $58.3 billion. The report examines sales across the entire retail universe, using Information Resources, Inc. InfoScan Review data and SPINSscan data to extensively chart performance, market composition and marketer/brand performance for the mass-market and natural supermarket channels.

Comprehensive coverage is also devoted to the vast foodservice market for coffee, including the expansion of specialty drinks at such mass-market venues as McDonalds, Dunkin’ Donuts and, most recently, Burger King with its planned 2010 roll-out of Starbucks’ Seattle’s Best. Supplementing the market tracking and forecasting of previous editions, Coffee and Ready-to-Drink Coffee in the U.S.: The Market and Opportunities in Retail and Foodservice, 6th Edition pays special attention to trends in new product development, inclusive of valuable global perspective; details competitive opportunities, including via in-depth company profiles; explores winning marketing methods including Web-based activity; and provides detailed consumer profiling using Experian Simmons data for 2009.

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