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Coffee in the U.S.: Retail, Foodservice and Consumer Trends


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With Starbucks’ U.S. store business soft, McDonald’s rolling out its McCafé specialty beverages concept and Procter & Gamble selling its Folger Coffee division to J.M. Smucker, massive changes are brewing in the U.S. coffee market, where sales surged 11% in 2007 to reach $39.5 billion. Covering both foodservice and retail channels, Packaged Facts new report analyzes in depth the broad and complex trends affecting this market, including the effects of the economy, worldwide green coffee prices, changing coffee consumption trends, competition from other beverages like sodas and energy drinks, corporate social responsibility and health and wellness benefits. Looking ahead, much of the growth will be coming from the specialty coffee segment, which will continue to chart double-digit growth rates despite the troubled economy, the report predicts, as marketers continue to focus on specialty coffee products and as single-portion packs continue to gain ground in the market.

Homing in on the foodservice market for java, the report examines at length trends in coffeehouse chains like Starbucks and Caribou Coffee, quick-service restaurants like McDonald’s and Dunkin’ Donuts, convenience store chains including 7-Eleven, office coffee service and hotel in-room service. It also thoroughly examines the myriad retail channels for purchasing packaged ground, whole bean and ready-to-drink (RTD), including supermarkets, mass merchandisers, supercenters, warehouse clubs and convenience stores.

Coffee in the U.S. makes important predictions and recommendations regarding the future of the coffee industry, and pinpoints ways current and prospective market participants can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that this study offers across following segments:

  • The Products (descriptions of myriad classifications, from Arabica and Robusta to Fair Trade and Shade Grown).
  • The Market (including market size, composition, projected market growth, future trends, and international perspective).
  • The Marketers (market structure plus detailed marketer and brand shares).
  • Sales and Distribution Channels (extensive discussion of foodservice and retail venues).
  • Marketing and New Product Trends (e.g., foodservice/retail cross-over and number of product launches by trend/type).
  • Competitor Profiles (packaged product marketers and foodservice players).
  • The Consumer (demographics, attitudes and lifestyle trends).
Report includes extensive information from hundreds of sources as well as dozens of practical, easy-to-read charts, tables and graphs, all of which are thoroughly examined in light of the many dynamic trends at play in this rapidly shifting market.


  • Executive Summary
    • Scope of Report: Foodservice and Retail Markets
      • Product Breakouts
      • Report Methodology
    • The Market
      • 2007 Sales Approach $44 Billion
      • Foodservice Is Largest Channel in Dollar Sales
        • Table Share of Total U.S. Dollar Sales of Coffee: Foodservice vs. Retail, 2003 vs. 2007 (percent)
      • Ground Coffee Dominates Retail Sales
      • Market Outlook
      • Looking Ahead
      • Coffee Popular Worldwide
    • The Marketers
      • A Complex Marketing Structure
      • Hundreds of Marketers
      • Kraft, Procter & Gamble Dominate Mainstream Coffee
    • Marketing and New Product Trends
      • Cross-Branding Foodservice and Retail Brands
      • Licensed Brands Another Popular Option
      • New Products Proliferate at Retail
        • Table Number of New Coffee Introductions, 2003-2008
      • The Top Retail Trends: Upscale, Organic/Natural, Single-Serve, Fair Trade
      • Higher Quality Coffee in Foodservice
      • Coffee for a Cause
      • Hybrid Coffee/Energy Drinks
      • New Entries Brewing in Ready-to-Drink Coffee
    • Distribution and Sales Channels
      • Explosion of Foodservice Locations
      • Starbucks the No. 1 Coffeehouse
      • QSRs Perk Up Their Coffee Offerings
      • Types of Retail Outlets
    • The Consumer
      • Coffee Tops List of America's Favorite Beverages
      • The Coffee Generation Gap
      • Foodservice Coffee Drinkers
      • Packaged Coffee Purchasers
      • One out of Four Households Use Folgers Ground or Whole Bean Coffee
        • Table Leading Packaged Coffee Products and Brands by Usage Rates, 2007 (percent of U.S. households)
      • Consumer Attitudes and Shopping Behavior
  • Chapter The Products - Highlights
  • The Products
    • Introduction
      • Scope of Report: Foodservice and Retail Markets
      • Excluded Products
    • Product Breakouts
      • Product Types
      • IRI Categories
      • Additional Descriptors
        • Table World Coffee Production, Marketing Years 2003/04 - 2007/08 (number of bags in millions)
  • Chapter The Market - Highlights
  • The Market
    • Market Size and Growth
      • Higher Coffee Prices Drive Dollar Sales Growth
      • 2007 Sales Approach $44 Billion
        • Table Total U.S. Sales of Coffee, 2003-2007 (in millions of dollars)
      • Foodservice Sales Top $38 Billion
        • Table U.S. Sales of Coffee Through Foodservice Channels, 2003-2007 (in millions of dollars)
      • Retail Sales of Coffee Near $5.7 Billion
        • Table U.S. Sales of Coffee Through Retail Channels, 2003-2007 (in millions of dollars)
    • Market Composition
      • Foodservice Is Largest Channel in Dollar Sales
        • Table Share of Total U.S. Dollar Sales of Coffee: Foodservice vs. Retail, 2003 vs. 2007 (percent)
      • Ground Coffee Dominates Retail Sales
        • Table Share of U.S. Retail Dollar Sales of Coffee by Product Type, 2003 vs. 2008 (percent)
      • Decaffeinated Coffee Just 10% of Retail Coffee Sales
        • Table Share of U.S. Retail Dollar Sales of Ground Coffee: Regular vs. Decaffeinated, 2003 vs. 2008 (percent)
        • Table Share of U.S. Retail Dollar Sales of Instant Coffee: Regular vs. Decaffeinated, 2003 vs. 2008 (percent)
      • Private Label About 8% of Retail Sales
        • Table Share of U.S. Retail Dollar Sales of Coffee: Branded vs. Private Label, 2003 vs. 2008 (percent)
      • Specialty Coffees 30% of the Market
      • Foodservice Sales Strongest in Restaurants
        • Table Share of U.S. Foodservice Dollar Sales of Coffee by Venue, 2008 (percent)
      • Supermarkets Are Primary Retail Sales Channel
        • Table Share of U.S. Retail Dollar Sales of Coffee by Channel, 2008 (percent)
      • Retail Sales Highly Seasonal
      • Regional Sales
    • Market Outlook
      • Economic Downswing Not Good News
      • A Shift to Gourmet/Specialty Coffee
      • "Friendly Service" a Top Foodservice Driver
      • Four Out of Five Americans Drink Coffee
      • Competition from Other Beverages
        • Table Coffee in Context: Comparative Penetration of Beverages, 2003-2007 (% of U.S. adults)
      • PR Keeps Coffee's Health Benefits in the News
      • Coffeemakers Lead in Small Electric Kitchen Appliances
        • Table Unit Shipments of Coffee-Related Small Electric Kitchen Appliances, 2006-2010 (in thousands)
      • Single-Serve Systems Begin to Take Off
      • Wholesale and Retail Coffee Prices Fluctuate Up and Down
        • Table Average U.S. Retail Coffee Prices for Roasted Coffee, 2003-2007 (in dollars)
        • Table Consumer Price Index and Producer Price Index for Coffee, 2000-2008
      • Coffee Pricing Volatile
      • Raw Coffee Prices Soar into 2008
        • Table Composite Green Coffee Prices, 2005-2008 (in cents per pound)
    • Looking Ahead
      • Importance of Environmental and Social Responsibility Will Grow
      • Opportunities for Coffee with Health and Wellness Benefits
      • Opportunities to Market Coffee to Hispanic Consumers
        • Table Projected Hispanic Population as Percent of Total U.S. Population
        • Table High-Index Coffee Products and Brands Among Hispanic Consumers, 2007 (index)
    • Projected Market Growth
      • Coffee Sales Will Surpass $59 Billion by 2012
        • Table Projected Total U.S. Sales of Coffee, 2007-2012 (in millions of dollars)
      • Foodservice Sales to Near $52 Billion
        • Table Projected U.S. Sales of Coffee Through Foodservice Channels, 2007-2012 (in millions of dollars)
      • Retail Sales Will Grow to Almost $7.8 Billion
        • Table Projected U.S. Sales of Coffee Through Retail Channels, 2007-2012 (in millions of dollars)
    • International Perspective
      • Coffee Popular Worldwide; U.S. Consumes One-Fifth
        • Table Per Capita Consumption of Coffee in Top 10 Importing Countries vs. the United States, 2003-2007 (in kilograms of coffee beans)
      • U.S. Coffee Imports and Exports
      • Opportunities for U.S. Players
      • New Product Trends
  • Chapter The Marketers - Highlights
  • The Marketers
    • Competitive Overview
      • A Complex Marketing Structure
      • Hundreds of Marketers
      • Major Coffee Marketers
      • Specialty Coffee Marketers
      • Hispanic-Style Coffee Marketers
      • Joint Ventures Provide Synergies
      • Mergers, Acquisitions and Divestures Shape Industry
      • Competitive Positioning
    • Retail Marketer and Brand Shares
      • Methodology
      • Kraft, Procter & Gamble Dominate Mainstream Coffee
      • Folgers Captures One Out of Four Dollars
        • Table Top Packaged Coffee Brands by Share of Retail Dollar Sales, 2008 (percent)
      • P&G, Kraft Lead Ground Coffee Category
        • Table Top Brands of Regular Ground Coffee by Share of Retail Dollar Sales, 2008 (percent)
      • Ground Decaf Tips Scales at $258 Million
        • Table Top Brands of Ground Decaffeinated Coffee by Share of Retail Dollar Sales, 2008 (percent)
        • Table Top Three Coffee Pod Brands by Share of Retail Dollar Sales, 2008 (percent)
      • Starbucks and Eight O'Clock Top Whole Bean Brands
        • Table Top Whole Bean Coffee Brands by Share of Retail Dollar Sales, 2008 (percent)
      • Instant Coffee a Declining Category
        • Table Top Brands of Regular Instant Coffee by Share of Retail Dollar Sales, 2008 (percent)
      • Instant Decaf Plunging Even Faster
        • Table Top Brands of Instant Decaffeinated Coffee by Share of Retail Dollar Sales, 2008 (percent)
      • Starbucks Dominates RTD Coffee
        • Table Top Brands of Ready-to-Drink Coffee by Share of Retail Dollar Sales, 2008 (percent)
      • Liquid Coffee Concentrates a Tiny Business at Retail
        • Table Top Marketers and Brands of Packaged Coffee by IRI-Tracked Sales and Share: 2007 vs. 2008 (in millions of dollars)
        • Table Share of IRI-Tracked Sales of Packaged Coffee by Marketer and Brand, 2003-2007 (in millions of dollars)
        • Table Top Marketers and Brands of Regular Ground Coffee by IRI-Tracked Sales and Share: 2007 vs. 2008 (in millions of dollars)
        • Table Share of IRI-Tracked Sales of Regular Ground Coffee by Marketer and Brand: 2003-2007 (in millions of dollars)
        • Table Top Marketers and Brands of Ground Decaffeinated Coffee by IRI-Tracked Sales and Share: 2007 vs. 2008 (in millions of dollars)
        • Table Share of IRI-Tracked Sales of Ground Decaffeinated Coffee by Marketer and Brand: 2003-2007 (in millions of dollars)
        • Table Top Marketers and Brands of Whole Bean Coffee by IRI-Tracked Sales and Share: 2007 vs. 2008 (in millions of dollars)
        • Table Share of IRI-Tracked Sales of Whole Bean Coffee: 2003-2007 (in millions of dollars)
        • Table Top Marketers and Brands of Regular Instant Coffee by IRI-Tracked Sales and Share: 2007 vs. 2008 (in millions of dollars)
        • Table Share of IRI-Tracked Sales of Regular Instant Coffee: 2003-2007 (in millions of dollars)
        • Table Top Marketers and Brands of Instant Decaffeinated Coffee by RI-Tracked Sales and Share: 2007 vs. 2008 (in millions of dollars)
        • Table Share of IRI-Tracked Sales of Instant Decaffeinated Coffee: 2003-2007 (in millions of dollars)
        • Table Top Marketers and Brands of Ready-to-Drink Coffee by IRI-Tracked Sales and Share: 2007 vs. 2008 (in millions of dollars)
        • Table Share of IRI-Tracked Sales of Ready-to-Drink Coffee: 2003-2007 (in millions of dollars)
  • Chapter Marketing and New Product Trends - Highlights
  • Marketing and New Product Trends
    • Marketing Trends
      • Cross-Branding Foodservice and Retail Brands
      • Licensed Brands Another Popular Option
      • Sampling and Giveaways
      • Celebrity Spokespeople
      • Product Customization Is Customary
      • Packaging Innovations Emphasize Fresh, Convenience, Branding
    • New Product Trends
      • New Products Proliferate at Retail
        • Table Number of New Coffee Introductions, 2003-2008
      • The Top Retail Trends: Upscale, Organic/Natural, Single-Serve, Fair Trade
        • Table Number of New Coffee Introductions by Package Tags/Claims, 2003-2007
      • Higher Quality Coffee in Both Foodservice and Retail
      • Coffee for a Cause
      • Light vs. Dark Roasts
      • Flavored Coffees Becoming More Sophisticated
      • Single-Origin Coffees
      • Limited Editions
      • Hybrid Coffee/Energy Drinks and Other Spins
      • Coffee the Latest Functional Beverage
      • Iced Coffee Hot in Foodservice
      • New Entries Brewing in Ready-to-Drink Coffee
      • In Retail, Private Label Has Room to Grow
      • Marketers Extending Single-Serve Coffee Options
      • Some Coffees Trade on the Novelty of their Names
      • Instant Coffee and Instant Specialty Coffee Bank of Convenience
      • Liquid Coffee Concentrates
  • Chapter Distribution and Sales Channels - Highlights
  • Distribution and Sales Channels
    • Foodservice Overview
      • Foodservice Venues
      • Foodservice Distribution Methods
      • Explosion of Foodservice Locations
        • Table Share of Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2003-2006 (percent)
        • Table Share of Dollar Sales of Meals and Snacks Away from Home: By Type of Outlet, 2003-2006 (percent)
      • Restaurant Industry Sales Reach New Record
      • Foodservice Competition Grows
        • Table Major U.S. Quick-Service Restaurants with a Strong Coffee Niche, 2007 (dollars, percent and number)
      • Coffeehouses on Every Corner
      • Starbucks the No. 1 Coffeehouse
      • QSRs Perk Up Their Coffee Offerings
      • More Drive-Thrus and Customized Options, But Fuel Costs May Hamper Sales
      • Convenience Stores a Lively Competitor
      • Licensed Cafés and Kiosks
      • Office Coffee Service an Important Perk
      • Vending Machines Lagging Behind
      • Hotel Coffee Programs
      • Airline Coffee Programs
    • Retail Overview
      • Retail Distribution Methods
      • Smaller Marketers Work Through Brokers
      • Types of Retail Outlets
      • Supermarkets Lead Retail Market for Packaged Coffee
      • Mass Merchandisers and Supercenters
      • Warehouse Clubs
      • Gourmet/Specialty Food Stores
      • Health and Natural Food Stores
      • Internet, Mail Order, and Subscriptions
  • Chapter Competitor Profiles - Highlights
  • Competitor Profiles
    • Competitor Profile: Caribou Coffee Co., Inc.
      • Company Overview
      • Expansion Strategy
    • Competitor Profile: Dunkin' Brands, Inc.
      • Company Overview
      • The Dunkin' Donuts Consumer
      • Dunkin' Donuts Coffee and Donuts at More Locations
      • Retail Expansion Also on the Menu
      • Strategic Alliances Build a Branded Presence
    • Competitor Profile: Green Mountain Coffee Roasters, Inc.
      • Company Overview
      • Balanced, Multichannel Distribution
      • The Keurig Connection
      • Social Responsibility a Strong Driver
    • Competitor Profile: Kraft Foods, Inc.
      • Company Overview
      • Maxwell House
      • Yuban
      • Sanka
      • General Foods International Coffee Mixes
      • Starbucks Agreement
      • Gevalia Kaffe
      • Kraft Expands Tassimo Home Brewing System
    • Competitor Profile: McDonald's Corp.
      • Company Overview
      • McDonald's Upgrades Its Coffee…
      • …and Takes on Starbucks
      • Advertising Approaches
      • McCafés Abroad
    • Competitor Profile: Massimo Zanetti Beverage USA, Inc.
      • Company Overview
      • Chock full o'Nuts: A New York Favorite
      • 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 Leads Instant Coffee Market
      • Nestlé Plans to Expand its Nespresso Espresso System
    • Competitor Profile: Peet's Coffee & Tea, Inc.
      • Company Overview
      • It's All About the Coffee
      • Peet's Retail Stores
      • Peet's Expands to Grocery Channels, and Eastward
      • Peet's in Foodservice
    • Competitor Profile: The Procter & Gamble Co.
      • Company Overview
      • Mainstream Folgers the Nation's Leading Coffee Brand
      • Millstone, P&G's Mass-Gourmet Brand
      • P&G Partners with Dunkin' Donuts
      • P&G Sells Folgers Unit to Smucker
    • Competitor Profile: Sara Lee Corp.
      • Company Overview
      • Sara Lee Exits U.S. Retail Coffee Business…
      • …But Keeps Senseo
      • Company Is Largest Foodservice Player
      • Sara Lee Thrives in Coffee Internationally
    • Competitor Profile: The J.M. Smucker Co.
      • Company Overview
      • Smucker Buys Folgers Coffee Business
    • Competitor Profile: Starbucks Corp.
      • Company Overview
      • Expansion Through Acquisitions
      • The Starbucks Coffeehouse Phenomenon
      • Starbucks Expands Drive-Thrus
      • Foodservice Operations
      • Profitable Partnerships in Consumer Packaged Goods
      • Starbucks Tests Vending and Self-Serve Kiosks
      • Starbucks Reevaluates and Regroups
      • Starbucks Begins Perks for Loyal Customers
      • "My Starbucks Idea" Yields Viable Suggestions
      • Starbucks Criticized on a Number of Fronts
      • Starbucks Lowers Financial Expectations
      • Starbucks Launches Pike Place Roast and Other New Products
      • Three New Beverage Platforms for a Transformation Agenda
      • Starbucks Boosts Advertising
      • Social Responsibility
      • Employees Win Lawsuit
  • Chapter The Consumer - Highlights
  • The Consumer
    • Coffee Tops List of America's Favorite Beverages
      • 80% of Adults Drink Coffee
        • Table Consumption of Coffee by Type, 2004-2008 (percent of U.S. adults)
      • Daily Consumption of Gourmet Coffee at an Unprecedented High
      • The Coffee Generation Gap
        • Table Daily Coffee Consumption by Age, 2004-2008 (percent of U.S. adults)
      • QSR Magazine Survey of Fast-Food Consumers
      • Where Coffee Is Consumed
      • How Consumers Get Their Morning Java Jolt
        • Table How Consumers Get Their Morning Java Jolt, 2008 (percent)
      • Consumers Buy Coffee on Auto-Pilot
    • Consumer Use and Demographics
      • Simmons Consumer Survey
      • Foodservice Coffee Drinkers
        • Table Leading Fast-Food and Drive-In Chains, 2007 (percent of U.S. adults)
      • Packaged Coffee Purchasers
        • Table Coffee Usage Rates by Product Type, 2007 (percent of U.S. households)
      • Demographic Indicators by Product Type
      • Regular vs. Decaf Users
      • 27% of All Households Drink Three to Six Cups of Coffee Daily
        • Table Trended Use of Ground or Whole Bean Coffee:
      • Demographic Indicators for Heavy, Average and Light User Households
      • One Out of Four Households Use Folgers Ground or Whole Bean Coffee
        • Table Leading Packaged Coffee Products and Brands by Usage Rates, 2007 (percent of U.S. households)
      • A Detailed Look at Coffee Usage
      • Demographic Indicators by Product and Brand
      • Consumer Attitudes and Shopping Behavior
      • Organic Coffee and Tea Purchasers
        • Table Top Organic Grocery Categories, 2008 (percent of U.S. adults)
        • Table Top Retail Chains for Organic Grocery Categories: Percent of Organic Grocery Shoppers Purchasing Most Often at That Chain, 2008 (U.S. adults)
        • Table Top Demographic Indicators for Selected Fast-Food and Drive-In Chains, 2007 (index)
        • Table Trended Number of Coffee Users by Product Type, 2003-2007 (U.S. households)
        • Table Top Demographic Indicators for Coffee by Product Type, 2007 (index)
        • Table Trended Number of Coffee Users, Regular vs. Decaffeinated, 2003-2007 (U.S. households)
        • Table Top Demographic Indicators for Ground or Whole Bean Coffee Use: By Heavy, Average and Light User Households, 2007 (index)
        • Table Usage Rates for Packaged Coffee by Product Type and Brand, 2007 (percent of U.S. households)
        • Table Top Demographic Indicators for Selected Ground Coffee Brands, 2007 (index)
        • Table Top Demographic Indicators for Selected Ready-to-Drink (RTD) Coffee Brands, 2007 (index)
        • Table Top Demographic Indicators for Selected Instant/Freeze-Dried Coffee Brands, 2007 (index)
        • Table Top Demographic Indicators for Selected Espresso/Cappuccino Brands, 2007 (index)
        • Table Top Demographic Indicators for Selected Instant Specialty Coffee Mix Brands, 2007 (index)
        • Table Shopper Indexes by Type of Coffee: Eating and Shopping Attitudes and Behavior, 2007 (U.S. households)
        • Table Shopper Indexes by Type of Coffee by Attitudes and Shopping Behavior, 2007 (U.S. households)
  • Addresses of Selected Marketers

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