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

Published by: Packaged Facts

Published: Apr. 1, 2010 - 320 Pages

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

Abstract

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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