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

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.





Table Of Contents


Chapter 1: Executive Summary


Introduction


Scope of Report: Foodservice and Retail


Report Methodology


The Market


Economic Downturn Takes a Toll


Figure 1-1: Share of Total U.S. Dollar Sales of Coffee: Foodservice vs. Retail, 2003, 2007 and 2009 (percent)


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


Figure 1-2: Household Usage Rates of Coffee: By Product Type, 2009 (percent of U.S. households)


Brands Usage Rates





Chapter 2: 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


Arabica vs. Robusta


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


Figure 2-1: Tree Canopies In Coffee Growing (levels of shade)


Global Market Overview


A Primary Commodity


South America and Central America Account for Two-Thirds of World Coffee Production


Figure 2-2: World Coffee Production: Marketing Years, 2003/2004-2009/2010 (number of bags in millions)


Europe and Asia Pacific Lead in New Coffee Product Introductions


Table 2-1: Share of Global Coffee Product Launches: By Region and Annual Total, 2005-2009 (number)


Nestlé Leads by Number of Coffee Product Introductions


Table 2-2: Top 10 International Marketers: By Number of Coffee Product Launches, 2005-2009 (number)


Instant Gratification Conquers the World


Table 2-3: Top 20 Package Tags/Marketing Claims: By Number of Global Coffee Product Launches, 2005-2008





Chapter 3: The Market


Market Size and Growth


Economic Downturn Takes a Toll


Table 3-1: Total U.S. Sales of Coffee, 2005-2009 (in millions of dollars)


Foodservice Sales Top $41 Billion


Table 3-2: U.S. Sales of Coffee Through Foodservice Channels, 2005-2009 (in millions of dollars)


Retail Sales of Coffee Hit $6 Billion


Table 3-3: U.S. Sales of Coffee Through Retail Channels, 2005-2009 (in millions of dollars)


Foodservice and Retail Shares Remain Stable


Figure 3-1: Share of Total U.S. Dollar Sales of Coffee: Foodservice vs. Retail, 2003, 2007 and 2009 (percent)


Retail Market Composition


Dry Coffee Category Leads in Market Share


Table 3-4: IRI-Tracked Sales and Share of Coffee by Category, 2009 (in millions of dollars)


Ground Coffee Segment Dominates Dry Coffee Category


Table 3-5a: IRI-Tracked Sales of Dry Coffee Category: Dollar Sales, Change and Category Share by Segment, 2009 (in million of dollars)


Table 3-5b: 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 3-6: IRI-Tracked Sales of Dry Coffee by Segment: Basic vs. Processed, 2008-2009 (in millions of dollars)


Decaf Coffee Continues to Slide


Table 3-7: IRI-Tracked Dollar Sales of Decaffeinated Coffee: By Segment, 2009 (in millions of dollars)


Instant Coffee Sales Go Slowly


Table 3-8: IRI-Tracked Dollar Sales of Instant Coffee: By Segment, 2009 (in millions of dollars)


RTD Coffee Dominates Liquid Coffee Category


Table 3-9a: IRI-Tracked Dollar Sales of Liquid Coffee: By Segment, 2009 (in millions of dollars)


Table 3-9b: 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 3-10: 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 3-11: Share of U.S. Foodservice Dollar Sales of Coffee: By Venue, 2008-2009 (percent)


Supermarkets Lose Share to Cheaper Alternatives


Table 3-12: 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 3-13a: U.S. Cities with Highest Levels of Coffee Consumption: Regular Coffee & Specialty Coffee Drinks, 2007 vs. 2008


Table 3-13b: U.S. Cities with Lowest Levels of Coffee Consumption: Regular Coffee & Specialty Coffee Drinks, 2007 vs. 2008


Table 3-13c: "Most Caffeinated U.S. Cities": 2007 vs. 2008


Table 3-13d: "Least Caffeinated U.S. Cities": 2007 vs. 2008


Table 3-13e: U.S. Cities Most Likely to Say Caffeine Is Good for You: 2007 vs. 2008


Table 3-13f: 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 3-14: 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 3-15: 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 3-16: 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 3-17: Projected Hispanic Population as Percent of Total U.S. Population: 2000, 2007, 2010 and 2015


Coffee Sales Fortunes to Improve Through 2014


Table 3-18: Projected Total U.S. Sales of Coffee, 2009-2014 (in millions of dollars)


Foodservice Sales to Near $52 Billion


Table 3-19: Projected U.S. Sales of Coffee Through Foodservice Channels, 2009-2014 (in millions of dollars)


Steady Growth in Retail Sales


Table 3-20: Projected U.S. Sales of Coffee Through Retail Channels, 2009-2014 (in millions of dollars)





Chapter 4: 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


The North American Coffee Partnership


Coca-Cola, Godiva, Caribou and More


Competitive Positioning


Marketer and Brand Shares


Methodology


Smucker Is No. 1 Coffee Marketer


Table 4-1: 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 4-2: Leading Ground Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)


Table 4-3: Leading Ground Decaffeinated Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)


Table 4-4: Leading Instant Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)


Table 4-5: Leading Instant Decaf Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)


Table 4-6: Leading Whole Beans Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)


Table 4-7: Leading Shelf-Stable RTD Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)


Table 4-8: Leading Refrigerated RTD Coffee Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in millions of dollars)


Table 4-9: Leading Refrigerated Coffee Concentrate Marketers and Brands: By IRI-Tracked Sales and Share, 2009 (in dollars)


Table 4-10: 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)





Chapter 5: Marketing & New Product Trends


Upscale Coffee Trends Collide with Downscale Economy


Figure 5-1: Number of Coffee Beverage Introductions, 2005-2009


Figure 5-2: U.S. Gross Domestic Product, 2005-2009 (in dollars)


Table 5-1: Number of Coffee Beverage Introductions by Package Tags/Claims, 2005-2009


Will Economic Turnaround Trigger New Product Turnaround?


Table 5-2: 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


Figure 5-3: C.A.F.E Scorecard Excerpt


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 5-3: Caffe Ibis Coffee-Triple Certification Labels


"Green" Labels, Labels, Everywhere


Table 5-4: 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 5-5: Coffee Beverages Introduced in 2009





Chapter 6: 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 6-1: Average U.S. Household Expenditures on Food, 2004-2008 (in millions of dollars)


Table 6-2a: Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (in millions of dollars)


Table 6-2b: Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (in millions of dollars)


Table 6-3a: Share of Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2004-2008 (percent)


Table 6-3b: 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 6-4: 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 = Less Office Coffee Service


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 6-5: Top UNFI Brands in Natural/Specialty Channels: by Share and Number of SKUs, 2008 vs.2009 (percent and number)


Internet, Mail Order, and Subscriptions





Chapter 7: 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 7-1: 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 7-2: 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 7-3: "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 7-4: Tazo Tea-List of Hot Tea Products as of December 2009


Ethos Water: PR Plus or Ethical Dilemma?


Other Partnerships, Other Products





Chapter 8: 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


Figure 8-1: How Consumers Get Their Morning Java Jolt, 2010 (percent)


Consumer Use and Demographics


The Simmons Survey System


Starbucks Restaurants Feel Recession Squeeze


Table 8-1a: Usage Rates for Starbucks Restaurants and Starbucks Packaged Coffee Products, 2006-2009 (percent of U.S. adults)


Table 8-1b: Adult Consumer Base for Starbucks Restaurants and Starbucks Packaged Coffee Products, 2006-2009 (number of U.S. adults in millions)


Table 8-2a: Fast-Food Breakfast Consumers: Usage Rates Overall and for McDonald's, Starbucks and Dunkin' Donuts, 2005-2009 (percent of U.S. adults)


Table 8-2b: 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


Figure 8-2: Household Usage Rates of Coffee: By Product Type, 2009 (percent of U.S. households)


Espresso/Cappuccino Has Youthful Demographic


Table 8-3a: Usage of Espresso/Cappuccino: By Household Age Group, 2009 (number in thousands, percent and index)


Table 8-3b: Usage of Ground/Whole Bean Coffee: By Household Age Group, 2009 (number in thousands, percent and index)


Types of Coffee Used Most


Figure 8-3: Coffee Usage Rates: By Product Type Most Often Used Per Household, 2009 (percent of U.S. Households)


Five-Year Trend by Types of Coffee Used


Table 8-4: Trended Number of Coffee Users: By Product Type Used Most Often, 2005-2009 (percent of U.S. households)


Demographic Indicators by Product Type


Regular


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


Café Bustelo


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 8-5: Top Demographic Indicators for Selected Types of Coffee 2009 (index of U.S. households)


Table 8-6a: Coffee Purchaser Food and Shopping Lifestyle Attitudes: By Selected Coffee Types, 2009 (index of U.S. households)


Table 8-6b: Coffee Purchaser Food and Shopping Lifestyle Attitudes: By Selected Coffee Types, 2009 (index of U.S. households)


Table 8-6c: Coffee Purchaser Food and Shopping Lifestyle Attitudes: By Selected Coffee Types, 2009 (index of U.S. households)


Table 8-7: Coffee Brands Used Most Often by Percentage of U.S Households, 2009 (percent of U.S. households)


Table 8-8: Top 10 Demographic Indicators for Selected Ground/Whole Bean Coffee Brands, 2009 (index of U.S. households)


Table 8-9: Top Demographic Indicators for Selected Espresso/Cappuccino Brands, 2009 (index of U.S. households)


Table 8-10: Top Demographic Indicators for Selected Instant Coffee Brands, 2009 (index of U.S. households)


Table 8-11: Top Demographic Indicators for Selected Instant Specialty Coffee Mix Brands, 2009 (index of U.S. households)


Table 8-12: Top 10 Demographic Indicators for Selected Ready-To-Drink (RTD) Coffee Brands, 2009 (index of U.S. households)





Appendix: Addresses of Selected Industry Associations, Marketers and Coffeehouse Chains





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