Coffee - US - July 2017
"After experiencing strong gains from 2012-15, the coffee market slowed from 2016-17 (est) as market penetration of single-cup coffee makers is saturated and fewer new owners has resulted in slower single-cup coffee gains. Still, cold brew sales are thriving and new cold brew innovations such as nitro cold brew and alcoholic cold brew could reinvigorate sales. Additionally, unique benefits such as coffee with health-and-wellness-oriented claims can appeal to the highly engaged iGen and Millennial consumers, who are more likely to seek premium coffee."
- Mimi Bonnett, Director - Food and Drink, Foodservice
This Report discusses the following key topics:
- Roasted, instant coffee sales struggle as consumers turn to RTD, single-cup
- Market penetration is strong as most adults drink some type of coffee
- The average consumer is not highly engaged with cold coffee, cold brew
While the market overall experienced moderate growth in 2017 (est), the roasted coffee and instant coffee segments struggled in light of consumers turning to RTD and single-cup. RTD and single-cup offer added convenience and are newer formats, helping to drive additional interest in these segments. Additionally, growth of the market as a whole has slowed since 2015, as the single-cup coffee market has become more mature and stable.
Most adults drink some type of coffee at home, highlighting strong market penetration. Strong market penetration suggests that category growth may hinge on encouraging consumers to drink a broader variety of formats, or by encouraging current coffee drinkers to trade up for higher-priced offerings
The average consumer is not a highly engaged cold coffee drinker. Further, consumers are generally turning to foodservice to purchase cold coffee, perhaps intimidated by the process of making it at home.
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