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Single-Cup Brew Beverage Products in the U.S.: Coffee Pods and Beyond


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The Keurig K-Cup brewer from Green Mountain Coffee Roasters (GMCR) revolutionized the single-serve coffee market, which posted a compound annual growth rate of over 75% between 2007 and 2012 in tracked mass-market channels.  Total U.S. retail coffee market dollar sales grew 10% in 2012 thanks to a dramatic 82%  jump in the single-cup brew segment, which reached $1.8 billion in 2012.

Proven market performance and the expiration of an important K-Cup patent in September 2012 has led to a new round of marketplace competition and opportunity, motivating long-standing category participants to step up their competitive strategies.  An important feature of this competition has been an influx of private label and unlicensed beverage pods that work in Keurig K-Cup brewers.

New, more sophisticated and specialized machine technology for single-cup brewers keeps elevating the quality of coffee made at home, while single-serve beverage manufacturers and marketers continue to broaden the array of beverages specifically designed for these machines, increasing the range of successful products, brand entrants, and satisfied consumers. Although coffee beverages still predominate for single-serve brewers, other beverages including tea, cocoa and chocolate, hot and cold fruit drinks, and specialty wellness beverages are increasingly available.

Overall, several factors will continue to  spur the growth of the single-cup brew beverage market, including a nation of dedicated and increasingly discerning coffee drinkers; consumer desire to recreate coffee shop quality at home;    continued adoption of single-serve brewers in offices and hotels; innovations in brewer technology supporting enhanced beverage quality; a large selection of brewers, many of which are aggressively marketed and attractively priced; the popularity of single-serve brewers as a hot kitchen gadget, well suited for holiday gift giving; a wide selection of single-serve beverage options that continues to expand; and the recent increase in published reports of the health benefits associated with coffee consumption.

Single-Cup Brew Beverage Products in the U.S. spotlights the dynamic single-serve retail beverage market, featuring proprietary Packaged Facts consumer survey data to identify the types of single-cup brew beverages used, when and where they are consumed, and where they were purchased. Report coverage includes a discussion of the drivers fueling growth in the single-cup brew beverage market; single-cup brew coffee market size for 2013 through 2016 for the total and private label market;  single-cup brew coffee market shares by manufacturer, brand and retail channels; review and discussion of single-cup brew product availability across channels and markets, detailing product assortment and pricing at 10 national retailer outlets across the United States; review of single-cup brewer model introductions and associated functionality and consumer benefits; review of new beverage introductions and partnerships with single-cup brewer manufacturers; insight into future single-cup brw product development focus; and a critical look at the environmental impact of single-serve beverages and initiatives to enhance sustainability.

Brewers and beverages manufactured by or for Keurig, Starbucks, J.M. Smucker, Kraft, and Coffee Bean & Tea Leaf (CBTL) are among the equipment and products analyzed in this report.


  • Executive Summary
    • Introduction
      • Scope
      • Methodology
    • Market Drivers
      • A Nation of Dedicated Coffee Drinkers
      • Bringing the Coffee Shop Home
      • Single-Serve Brewers as Trendy Kitchen Gadget
      • Brewers, Brewers Everywhere!
      • Innovations in Brewer Technology
      • More Single-Cup Brew Choices
      • Drink to Your Health!
    • Changing Dynamics of Single Serve
      • Single-Cup Brew Coffee Market Size
      • Coffee Market Share for Single-Cup Brew
      • Alternate Channels
    • Single-Serve Brewers
    • Coffee Share of Single-Cup Brew Beverage Market
      • Navigating the Flood of Unlicensed Brands & Private Label Single Serve
    • Making Single-Serve Beverages More Ecofriendly
  • Changing Dynamics of Single Serve
    • Single-Cup Brew Market Overview
      • Single-Cup Systems Successful Business Model
      • Flexibility - Key to Future Success?
      • Consumers and Single Serve
    • Single-Cup Brew Coffee Retail Market Size & Growth
      • Table IRI FDMx-Tracked U.S. Coffee Sales by Type, 2007-2012 (in $ millions)
      • Table IRI FDMx-Tracked U.S. Unit and Volume Sales of Single-Cup Brew Coffee vs. Ground Coffee and Total Coffee, 2007-2012 (volume in pounds)
      • Table IRI FDMx-Tracked U.S. Price Per Pound for Single-Cup Brew Coffee vs.Ground Coffee and Total Coffee, 2007 - 52 wks end April 21, 2013 (price points)
      • Impact of Green Coffee Prices on Single-Cup Brew
      • Single-Cup Brew Coffee Market to Top $5 billion
        • Table U.S. Sales of Single-Cup Brew Coffee at Retail, 2007-2016 ($ millions)
    • Single-Cup Brew Market Share & Composition
      • Single-Cup Brew Coffee Market Share by Company
        • Table IRI FDMx-Tracked Single-Cup Brew Coffee Sales by Company, 52 weeks ended April 21, 2013 ($ and %)
      • Market Share by Brand
        • Table IRI FDMx-Tracked Sales and Share of Single-Cup Brew Coffee by Brand, 52 weeks ended April 21, 2013
    • Alternate Channels Important to Single-Serve Sales
      • Table Share of Single-Cup Brew Coffee Dollar Sales by Channel, 2013 (percent)
      • Advantages of the Internet for Single-Serve Beverages
      • Internet Loyalty Programs, Rewards and Benefits
      • Club Keurig Rewards
      • Nespresso - The Club
      • Tassimo
      • Coffee Bean & Tea Leaf
      • Starbucks
      • Other Online Coffee Retailers
      • Single-Cup Brew Product Assortment & Pricing by Channel
        • Table Number of Single-Cup Brew SKUs by Retailer and Beverage Type
    • Single-Cup Brew Coffee at the Office
      • Office Coffee Service (OCS) Rebounds
        • Table Office Coffee Service Single Cup Brewer Placements: Marketer Share, 2007-2012 (percent)
  • Single-Serve Brewers
    • A Plethora of Brewers to Choose From
    • Dedicated Pod Design or Open Source?
    • Keurig Single-Cup System the Clear Standard
    • Good Housekeeping Rates Single-Serve Coffeemakers
    • Innovation in Single-Cup Brewing Evident in Edison Awards
    • Consumer Picks for Top Coffee Maker Brands
    • Keurig Vue
      • Maize of Models
        • Table Features of Various Keurig Vue Coffee Maker Models
      • Pricing: Strategic or Reacting to Competitive Pressure?
    • Keurig Rivo
      • GMCR Receives NSF Certification for Foodservice Use
    • Starbucks Verismo
      • Pricing
        • Table Starbucks Verismo Model Availability and Price by Online Retailer
      • 580 Base Model
      • V-585 Model
    • Bosch Tassimo T55 and Other Models
      • Table Feature Comparison of Bosch Tassimo Single-Serve Brewer Models
    • Nestlé Nespresso
      • Table Features of Various Nespresso Brewer Models
    • Bunn My Cafe MCU
      • Pricing
        • Table Bunn My Café MCU Price at Various Online and Bricks and Mortar Retailers
      • Use and Operation
    • Esio Bankruptcy Hinders Potential Competition
    • CBTL Brewers
      • Table Features of Various CBTL Brewers
    • Hamilton Beach - The Scoop
  • Single-Cup Brew Brands
    • Consumer Picks for Top Coffee
    • Products Carrying the Keurig Brewed Seal
      • Table Beverage Types Available for Keurig K-Cups, Vue & Rivo Brewing Systems
      • Keurig-Licensed K-Cups(R)
        • Table K-Cup Beverage Brands Carrying "Keurig Brewed" Emblem and Deduced Relationship Status with GMCR
        • Table Keurig K-Cup Offerings by Beverage Type (percent)
        • Table CBTL Beverage Capsule Offerings: Espresso, Coffee, Flavored Coffee and Tea
      • Keurig Patent Status
      • Keurig Vue Packs
        • Table Keurig Vue Packs by Beverage Type (percent)
      • Keurig Rivo Packs
    • Starbucks Verismo Pods
      • Table Starbucks Verismo Coffee Pods Sold Online (in dollars)
    • Tassimo T-Discs
      • Table Tassimo T-Discs by Beverage Type (percent)
    • Esio E-Paks
    • Nespresso Capsules
      • Nespresso Boutiques
        • Table Nespresso Boutique and Boutique Bar Locations in the United States
      • Single-Serve Brewed Beverages: Beyond Coffee
  • Unlicensed & Private Label Single-Cup Brew
    • Private Label Single-Cup Opportunity
      • GMCR and Analyst Assessment of Private Label Impact
      • Nespresso and Private Label
      • Retailer Branded Pods for K-Cup Brewers
      • TreeHouse Foods Single-Cup Brew Volume Up
        • Table Select K-Cup Packs at Costco Online - Count, Price and Cost per Cup
      • Retailer Private Label Going Gangbusters
        • Table Price and Selection of Supermarket Private Label Single-Cup Coffee Packs (Compatible with Keurig K-Cup Brewers)
        • Table Regular Price of Leading Coffee Brands at Select Supermarkets
    • Unlicensed, Branded Single-Cup Players
      • RealCup Single-Serve Cups
  • Making Single-Cup Brew More Sustainable
    • Many Single-Serve Producers Compost and Recycle with TerraCycle
      • GMCR Pilots Recycling its Own Way
    • Life Cycle Assessment for K-Cups
    • Freshpacks Reduce Carbon Footprint 40% for Flavia
    • More Recycling & Ecofriendly Aluminum Production for Nespresso
    • The UpShot
      • Woodshed Roasting
      • Mystic Monk Coffee
      • Red Diamond
      • Saxbys Coffee
      • Hawaii Roasters
      • Melitta
    • OneCup - Just Over the Border
    • Reusable K-Cups and Similar Products
      • My K-Cup Alternatives
  • Retailers of Keurig Brewers and Pods
    • Keurig Brand Brewing Systems K-Cup, Vue and Rivo - not all systems at all retailers
  • Keurig K-Cup System Beverage Packs
  • Keurig Vue System Beverage Packs
  • Retailer Single-Serve Offering & Pricing (Giant)
  • Retailer Single-Serve Offering & Pricing (Harris Teeter)
  • Retailer Single-Serve Offering & Pricing (Hy-Vee)
  • Retailer Single-Serve Offering & Pricing (Safeway)
  • Retailer Single-Serve Offering & Pricing (Wegmans)
  • Retailer Single-Serve Offering & Pricing (Wal-Mart)
  • Retailer Single-Serve Offering & Pricing (SuperTarget)
  • Retailer Single-Serve Offering & Pricing (Office Depot)
  • Retailer Single-Serve Offering & Pricing (Bed Bath & Beyond)
  • Retailer Single-Serve Offering & Pricing (Kohl's)

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