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Coffee - US - October 2011

While coffee faces stiff competition from other categories such as energy drinks and tea, sales continue to grow. Some subcategories, such as the single cup segment, have shown truly impressive growth in recent years and clearly illustrate that manufacturers can make significant gains, despite a weak economy and low consumer confidence.

While these findings are encouraging, it is also clear that the largest coffee segment (i.e. roasted coffee), which accounts for more than 80% of the total coffee sales, is nearly saturated. In order to provide insight that can be used to help optimize product development and promotional efforts, Mintel has published this report which addresses the following issues.

  • How have coffee sales fluctuated in recent years and how are they likely to change between 2011 and 2016?
  • What segments of the coffee market show the greatest promise for growth in 2011-12 and which are likely to remain stagnant or decline?
  • Who are the leading companies and brands in the retail coffee market and how have they achieved success?
  • What types of new products are companies bringing to market and where does there appear to be more room for innovation?
  • What marketing strategies are companies adopting to drive growth?
  • How have consumer usage patterns changed in recent years, and what implications do these changes have for companies seeking to achieve sales growth?
  • Which consumer segments tend to use the most coffee and what are some ways companies can effectively target these segments?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Sales increase driven by commodity prices and innovation
                        • Roasted remains the leading category
                          • Instant and RTD also driving gains at some firms
                            • 2010 new products introductions up sharply from 2009
                              • Usage unchanged except in instant category
                                • Established mid-market brands remain dominant
                                  • Single-cup usage driven by convenience and freshness
                                    • Most noticed price increases yet purchase behavior remains fairly steady
                                    • Insights and Opportunities

                                      • There’s still lots of room for growth through innovation
                                        • Starbucks Natural Fusions
                                          • Single-cup segment will continue to drive growth
                                          • Inspire Trends

                                              • Inspire Trend: “Mood to Order”
                                                • Inspire Trend: “The Real Thing”
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Coffee sales spike in 2011 as gourmet options proliferate and raw bean prices surge
                                                      • Figure 1: Total U.S. retail sales and forecast of coffee, at current prices, 2006-16
                                                      • Figure 2: Total U.S. sales and forecast of coffee, at inflation-adjusted prices, 2006-16
                                                    • Fan chart forecast
                                                        • Figure 3: Fan chart forecast of total U.S. retail sales of coffee, at current prices, 2006-16
                                                      • Walmart sales
                                                      • Market Drivers

                                                        • Key points
                                                          • Growth of mature segment will drive long-term sales growth
                                                            • Figure 4: Population, by age, 2006-16
                                                          • Weak economy could undermine growth
                                                            • Figure 5: Unemployment and underemployment rates, January 2007-July 2010
                                                            • Figure 6: Unemployment status (seasonally adjusted) among civilian noninstitutional population, by age, gender, and race/Hispanic origin, July 2010-July 2011
                                                            • Figure 7: Consumer sentiment index, by quarter, 2001-10
                                                          • Challenging economy motivates some to drink more coffee at home
                                                            • Figure 8: Attitudes and behavior toward coffee, by age, June 2011
                                                          • However, some report drinking less coffee as a result of price increases
                                                            • Most adults watching diet
                                                              • Figure 9: Trends in watching diet among adults aged 18+, 2005-10
                                                              • Figure 10: Trends in watching diet among adults aged 18+, 2005-10
                                                            • Increase in commodity prices driving sales gains
                                                              • Figure 11: Percent change in CPI* in food and energy sectors, Dec. 2010–May 2011
                                                          • Competitive Context

                                                            • Key points
                                                              • Energy drinks and shots pose competition for coffee, especially for the RTD segment
                                                                • Competition with coffeehouses
                                                                  • Tea and RTD tea offer growing competition
                                                                  • Segment Performance

                                                                      • Figure 12: Sales of Coffee in the U.S. by category, at current prices, by segment, 2006-16
                                                                      • Figure 13: Total U.S. sales of coffee, by segment, 2010 and 2011
                                                                      • Figure 14: FDMx sales of coffee, by segment, 2010 and 2011
                                                                  • Segment Performance—Roasted Coffee

                                                                    • Key points
                                                                      • 2011 sales spike as a function of commodity prices and innovation
                                                                        • Figure 15: Trends in FDMx roasted coffee dollar and volume sales and price, 2006-16
                                                                      • Single-cup options also driving growth
                                                                        • Figure 16: Total U.S. sales of roasted coffee, 2006-16
                                                                    • Segment Performance—Instant Coffee

                                                                      • Key points
                                                                        • Instant coffee gains driven in part by increase in usage
                                                                          • Figure 17: FDMx sales and forecast of instant coffee, 2006-16
                                                                      • Segment Performance—Ready-to-drink Coffee

                                                                        • Key points
                                                                          • Retail sales and forecast of RTD Coffee
                                                                            • Figure 18: Retail sales and forecast of RTD coffee, 2006-16
                                                                        • Retail Channels—Overview

                                                                          • Sales growth can be seen across channels
                                                                            • Figure 19: U.S. retail sales of coffee, by channel, 2006-11
                                                                        • Retail Channels—Supermarkets

                                                                          • Key points
                                                                            • Increase in supermarket sales proportionate to overall category growth
                                                                              • Figure 20: U.S. sales of coffee at supermarkets, 2006-11
                                                                          • Retail Channels—Other FDMx Channels

                                                                            • Key points
                                                                              • Other FDMx channels likely to be important partners in the future
                                                                                • Figure 21: Other FDMx channel sales of coffee, 2006-11
                                                                            • Retail Channels—Non-FDMx Channels

                                                                              • Key points
                                                                                • C-stores and sales growing at slower pace
                                                                                  • Figure 22: Total U.S. retail sales of coffee through non-FDMx channels, 2006-11
                                                                              • Retail Channels—Natural Supermarkets

                                                                                • Key points
                                                                                  • Insights
                                                                                    • Sales of spreads and dips in the natural channel
                                                                                      • Figure 23: Natural supermarket sales of coffee, at current prices, 2008-10*
                                                                                      • Figure 24: Natural supermarket sales of coffee, at inflation-adjusted prices, 2008-10*
                                                                                    • Natural channel sales by segment
                                                                                      • Figure 25: Natural supermarket sales of coffee, by segment, 2008 and 2010*
                                                                                    • Brands of note
                                                                                      • Natural channel sales by organic content
                                                                                        • Figure 26: Natural supermarket sales of coffee, by organic content, 2008 and 2010*
                                                                                    • Companies and Brands

                                                                                      • Key points
                                                                                        • J.M. Smucker Co.
                                                                                          • Kraft Foods
                                                                                            • Starbucks Coffee Company
                                                                                              • Green Mountain Coffee Roasters
                                                                                                • North American Coffee Partnership
                                                                                                  • Nestlé
                                                                                                    • Figure 27: Select manufacturer FDMx sales of coffee, 2009-10
                                                                                                • Brand Share—Roasted Coffee

                                                                                                  • Key points
                                                                                                    • J.M. Smucker Co. wins with gourmet and Dunkin’ partnership
                                                                                                      • Dunkin’ co-branded SKUs driving growth for J.M. Smucker Co.
                                                                                                        • Green Mountain capitalizes on strong demand for K-Cups
                                                                                                          • Figure 28: Leading FDMx brand sales and market share of roasted coffee, 2010-11
                                                                                                      • Brand Share—Instant Coffee

                                                                                                        • Key points
                                                                                                          • Nestlé USA continues to drive growth with bilingual instant
                                                                                                            • Starbucks make inroads with Via and instant iced coffee
                                                                                                              • Kraft finds some growth with sweet quasi-gourmet formulations
                                                                                                                • Figure 29: Leading FDMx brand sales and market share of instant coffee, 2010-11
                                                                                                            • Brand Share—Ready-to-Drink (RTD) Coffee

                                                                                                              • Key points
                                                                                                                • WM Bolthouse Farms decline; private labels gain
                                                                                                                  • Starbucks Doubleshot Energy+Coffee could drive significant gains
                                                                                                                    • Figure 30: Starbucks Doubleshot Energy+Coffee
                                                                                                                    • Figure 31: Leading FDMx brand sales and market share of RTD coffee, 2010-11
                                                                                                                • Brand Share—Coffee Additive/Flavoring, Substitutes and Concentrates

                                                                                                                  • Key points
                                                                                                                    • R. Torre & Co. Inc. realizes some gains but category sales remain weak
                                                                                                                      • Figure 32: Leading FDMx brand sales and market share of coffee additive/flavoring, substitutes and concentrates, 2010-11
                                                                                                                  • Innovations and Innovators

                                                                                                                    • Key points
                                                                                                                      • Ground coffee concepts represent majority of new products introductions
                                                                                                                        • Figure 33: Incidence of new products introductions in the U.S., 2006-11
                                                                                                                      • Most new products are branded
                                                                                                                        • Figure 34: Incidence of new product introductions in the U.S., branded vs. private label, 2006-11
                                                                                                                      • Most new products are unflavored
                                                                                                                        • Figure 35: Top 10 flavors in new coffee products in the U.S., 2006-11
                                                                                                                      • Kosher most common claim
                                                                                                                        • Figure 36: Top 10 claims in new coffee products in the U.S., 2006-11
                                                                                                                      • Premium 100% arabica bean claims common
                                                                                                                        • Fruity, floral, and nutty notes could drive sales in some cases
                                                                                                                          • Country-of-origin and fair trade certified claims adorn a variety of gourmet SKUs
                                                                                                                            • Limited-edition and seasonal could drive growth around the holidays
                                                                                                                              • Functional and healthy coffee products have the potential to drive growth
                                                                                                                                • Private labels becoming more sophisticated
                                                                                                                                  • Single-cup SKUs becoming more common, and differentiated
                                                                                                                                  • Marketing Strategies

                                                                                                                                    • Dunkin’ Donuts
                                                                                                                                      • Figure 37: Brand analysis of Dunkin’ Donuts
                                                                                                                                    • Television advertising
                                                                                                                                      • Figure 38: Dunkin’ Donuts coffee, 2010
                                                                                                                                    • Website
                                                                                                                                      • Figure 39: Quantcast estimates for Dunkin’Donuts.com, September 2011
                                                                                                                                    • Facebook
                                                                                                                                      • Twitter
                                                                                                                                        • YouTube
                                                                                                                                          • Starbucks
                                                                                                                                            • Figure 40: Brand analysis of Starbucks Via
                                                                                                                                          • Television advertising
                                                                                                                                            • Figure 41: Starbucks Via Ready Brew ad, 2011
                                                                                                                                          • Website
                                                                                                                                            • Figure 42: Quantcast estimates for Starbucks.com, September 2011
                                                                                                                                          • Facebook
                                                                                                                                            • Twitter
                                                                                                                                              • YouTube
                                                                                                                                                • Folgers
                                                                                                                                                  • Figure 43: Brand analysis of Folgers
                                                                                                                                                • Television advertising
                                                                                                                                                  • Figure 44: Folgers Classic Roast ad, 2011
                                                                                                                                                  • Figure 45: Folgers Special Roast ad, 2010
                                                                                                                                                • Website
                                                                                                                                                    • Figure 46: Quantcast estimates for Folgers.com, September 2011
                                                                                                                                                  • Facebook
                                                                                                                                                    • Maxwell House
                                                                                                                                                      • Television advertising
                                                                                                                                                        • Figure 47: Maxwell House ad, 2011
                                                                                                                                                        • Figure 48: Maxwell House International Café ad, 2010
                                                                                                                                                      • Website
                                                                                                                                                        • Facebook
                                                                                                                                                        • The Consumer—Usage, Type, Brands, and Frequency

                                                                                                                                                          • Key points
                                                                                                                                                            • Increase in instant usage key driver of sales gains
                                                                                                                                                              • Figure 49: Incidence of household coffee consumption, by type, May 2005-March 2011
                                                                                                                                                            • 25- to 34-year-olds less likely to use decaffeinated coffee
                                                                                                                                                                • Figure 50: Household consumption of ground and whole bean coffee by type, by age, February 2010-March 2011
                                                                                                                                                              • Whole bean coffee popular with higher-income households
                                                                                                                                                                • Figure 51: Household consumption of ground and whole bean coffee by kind, by household income, February 2010-March 2011
                                                                                                                                                              • Whole bean especially popular in the West
                                                                                                                                                                • Figure 52: Household consumption of ground and whole bean coffee by kind, by region, February 2010-March 2011
                                                                                                                                                              • Folgers popular across age groups, Starbucks more popular with younger drinkers
                                                                                                                                                                  • Figure 53: Household consumption of whole or ground bean coffee by top brand, by age, February 2010-March 2011
                                                                                                                                                                • Folgers very popular among lower-income households
                                                                                                                                                                    • Figure 54: Household consumption of whole or ground bean coffee by top brand, by household income, February 2010-March 2011
                                                                                                                                                                  • Starbucks most popular in the West
                                                                                                                                                                    • Figure 55: Household consumption of whole or ground bean coffee by top brand, by region, February 2010-March 2011
                                                                                                                                                                  • Consumption of ground/whole bean coffee highest since 2006
                                                                                                                                                                    • Figure 56: Trends in household frequency of drinking ground/whole bean coffee on an average day, May 2005-June 2010
                                                                                                                                                                  • Households with 18- to 24-year-olds drink most ground/whole bean coffee
                                                                                                                                                                      • Figure 57: household frequency of drinking ground/whole bean coffee on an average day, by age, February 2010-March 2011
                                                                                                                                                                    • Younger instant coffee drinkers less likely to use decaf
                                                                                                                                                                      • Figure 58: Household consumption of instant by type, by age, February 2010-March 2011
                                                                                                                                                                    • Younger instant coffee drinkers more likely to use flavored varieties
                                                                                                                                                                      • Figure 59: Household consumption of instant coffee by flavor, by age, February 2010-March 2011
                                                                                                                                                                    • Younger adult households more likely to use Folgers, Maxwell House
                                                                                                                                                                      • Figure 60: Household consumption of instant coffee by top brand, by age, February 2010-March 2011
                                                                                                                                                                    • Nescafé Clasico very popular in the West
                                                                                                                                                                      • Figure 61: Household consumption of instant coffee by top brand, by region, February 2010-March 2011
                                                                                                                                                                    • Frequency of instant coffee use up from 2007-08
                                                                                                                                                                      • Figure 62: Trends in household frequency of drinking instant coffee on an average day, January 2006-March 2011
                                                                                                                                                                    • Households of 18- to 24-year-olds drinking more instant coffee
                                                                                                                                                                      • Figure 63: household frequency of drinking instant coffee on an average day, by age, February 2010-March 2011
                                                                                                                                                                    • RTD coffee consumption continues downturn
                                                                                                                                                                      • Figure 64: Personal incidence of drinking RTD coffee, by age, February 2010-March 2011
                                                                                                                                                                    • Slightly more 18- to 24-year-olds drink RTD coffee
                                                                                                                                                                      • Figure 65: Personal incidence of drinking RTD coffee, by age, February 2010-March 2011
                                                                                                                                                                    • Starbucks Frappuccino most popular among 18- to 24-year-olds
                                                                                                                                                                      • Figure 66: Personal incidence of drinking RTD coffee by brand, by age, February 2010-March 2011
                                                                                                                                                                    • Coffee most popular with older and higher-income adults
                                                                                                                                                                      • Figure 67: Personal incidence of drinking coffee, by gender, age, race/Hispanic origin, and region, June 2011
                                                                                                                                                                    • Among coffee drinkers older and less well-off drink most
                                                                                                                                                                      • Figure 68: Personal average volume consumption of coffee, by gender, age, race/Hispanic origin, and region, June 2011
                                                                                                                                                                  • Single-cup Coffee

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Convenience is a major attraction for single-cup coffee users
                                                                                                                                                                        • Figure 69: Reasons for drinking single-cup coffee, by gender, June 2011
                                                                                                                                                                      • Convenience important to 18- to 44-year-olds, 45+ like being able to brew single cups without making a full pot
                                                                                                                                                                        • Figure 70: Reasons for drinking single-cup coffee, by age, June 2011
                                                                                                                                                                      • Those earning $75K+ more interested in convenience of single-cup
                                                                                                                                                                        • Figure 71: Reasons for drinking single-cup coffee, by household income, June 2011
                                                                                                                                                                      • Many who do not use pod-style machines already own a regular coffee maker
                                                                                                                                                                        • Figure 72: Reasons for not drinking single-cup coffee, by gender, June 2011
                                                                                                                                                                      • Young adults less likely to cite major reasons for not using pod-style
                                                                                                                                                                        • Figure 73: Reasons for not drinking single-cup coffee, by age, June 2011
                                                                                                                                                                    • Brand Choice and Influence of Rising Prices on Buying Habits

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Older adults more likely to use retail brands while younger use coffeehouse
                                                                                                                                                                          • Figure 74: Incidence of buying coffee by type of brand, by age, June 2011
                                                                                                                                                                        • Those from $75K+ households more interested in coffeehouse brands
                                                                                                                                                                          • Figure 75: Incidence of buying coffee by type of brand, by household income, June 2011
                                                                                                                                                                        • Young adults less likely to be aware of price increases
                                                                                                                                                                          • Figure 76: Consumer observation of rising prices of favorite coffee brand, by age, June 2011
                                                                                                                                                                        • Those from households earning $75K+ less aware of price increases
                                                                                                                                                                          • Figure 77: Consumer observation of rising prices of favorite coffee brand, by household income, June 2011
                                                                                                                                                                        • Young adults who noticed price increase more likely to change behavior
                                                                                                                                                                          • Figure 78: Change in purchase behavior in buying favorite brand due to rising prices, by age, June 2011
                                                                                                                                                                        • $100K+ households least likely to change behavior due to rising prices
                                                                                                                                                                          • Figure 79: Change in purchase behavior in buying favorite brand due to rising prices, by age, June 2011
                                                                                                                                                                      • Coffee-related Attitudes and Behavior

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Many drinking more coffee at home and less away from home than last year
                                                                                                                                                                            • Figure 80: Attitudes and behavior toward coffee, by age, June 2011
                                                                                                                                                                          • Young more likely to use coffee for energy and concentration
                                                                                                                                                                            • Figure 81: Attitudes toward caffeine in coffee and reasons to drink coffee, by age, June 2011
                                                                                                                                                                          • Older more likely to see big difference in quality between coffee brands
                                                                                                                                                                            • Figure 82: Attitudes toward brand quality, coffeehouse brands, and other attributes, by age, June 2011
                                                                                                                                                                          • $100K+ coffee drinkers more likely to prefer coffeehouse brands
                                                                                                                                                                            • Figure 83: Attitudes toward brand quality, coffeehouse brands, and other attributes, by age, June 2011
                                                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Whites and Asians more likely to use caffeinated coffee
                                                                                                                                                                              • Figure 84: Household consumption of ground and whole bean coffee by type, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                                                            • Whites and Asians most likely to use whole bean coffee
                                                                                                                                                                              • Figure 85: Household consumption of ground and whole bean coffee by kind, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                                                            • Starbucks most popular with Asians
                                                                                                                                                                              • Figure 86: Household consumption of whole or ground bean coffee by top brand, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                                                            • Whites consume ground/whole bean coffee with greatest frequency
                                                                                                                                                                              • Figure 87: household frequency of drinking ground/whole bean coffee on an average day, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                                                            • Hispanics most likely to use decaffeinated instant coffee
                                                                                                                                                                              • Figure 88: Household consumption of instant by type, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                                                            • Whites most likely to use unflavored instant coffee
                                                                                                                                                                              • Figure 89: Household consumption of instant coffee by flavor, by age, February 2010-March 2011
                                                                                                                                                                            • Nescafé Clasico most popular among Hispanics
                                                                                                                                                                              • Figure 90: Household consumption of instant coffee by top brand, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                                                            • Black and Hispanic households heaviest users of instant
                                                                                                                                                                              • Figure 91: household frequency of drinking instant coffee on an average day, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                                                            • Asians most likely to drink RTD coffee
                                                                                                                                                                              • Figure 92: Personal incidence of drinking RTD coffee, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                                                            • Starbucks Frappuccino most popular with Asians
                                                                                                                                                                              • Figure 93: Personal incidence of drinking RTD coffee by brand, by age, February 2010-March 2011
                                                                                                                                                                            • Blacks most likely to use national retail brands
                                                                                                                                                                              • Figure 94: Choice of brand when buying coffee, by race/Hispanic origin, June 2011
                                                                                                                                                                            • Hispanics less sensitive to recent coffee price increases
                                                                                                                                                                              • Figure 95: Consumer observation of rising prices of favorite coffee brand, by race/Hispanic origin, June 2011
                                                                                                                                                                            • Blacks and Hispanics more likely to buy favorite brand less often due to rising prices
                                                                                                                                                                              • Figure 96: Change in purchase behavior in buying favorite brand due to rising prices, by race/Hispanic origin, June 2011
                                                                                                                                                                            • Coffeehouse/specialty brands more popular among bean and single-cup coffee users
                                                                                                                                                                              • Figure 97: Incidence of buying different tier of brands by the ways coffee is consumed, June 2011
                                                                                                                                                                            • Whole bean coffee users more likely to perceive quality differences between brands
                                                                                                                                                                              • Figure 98: Coffee attribute preference by the way coffee drinkers use coffee, June 2011
                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                              • Instant Minimalists
                                                                                                                                                                                • Demographics
                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                      • Gourmet Relaxers
                                                                                                                                                                                        • Demographics
                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                              • Decaffeinated Home-grinders
                                                                                                                                                                                                • Demographics
                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                    • Opportunity
                                                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                                                        • Figure 99: Coffee clusters, June 2011
                                                                                                                                                                                                        • Figure 100: Incidence of drinking coffee at home, by ways of drinking by coffee clusters, June 2011
                                                                                                                                                                                                        • Figure 101: Attitudes and behavior of toward coffee, by coffee clusters, June 2011
                                                                                                                                                                                                        • Figure 102: Personal average volume consumption of coffee (by number of cups), by coffee clusters, June 2011
                                                                                                                                                                                                        • Figure 103: Incidence of buying coffee by type of brand, by coffee clusters, June 2011
                                                                                                                                                                                                        • Figure 104: Consumer observation of rising prices of favorite coffee brand, by coffee clusters, June 2011
                                                                                                                                                                                                        • Figure 105: Attitudes toward caffeine in coffee and reasons to drink coffee, by coffee clusters, June 2011
                                                                                                                                                                                                        • Figure 106: Attitudes toward brand quality, coffeehouse brands, and other attributes, by coffee clusters, June 2011
                                                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                                                        • Figure 107: Coffee clusters, by gender, June 2011
                                                                                                                                                                                                        • Figure 108: Coffee clusters, by age, June 2011
                                                                                                                                                                                                        • Figure 109: Coffee clusters, by household income, June 2011
                                                                                                                                                                                                        • Figure 110: Coffee clusters, by race, June 2011
                                                                                                                                                                                                        • Figure 111: Coffee clusters, by Hispanic origin, June 2011
                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                      • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                          • Overview of coffee
                                                                                                                                                                                                            • Ground coffee—consumer insights on key purchase measures
                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                • Figure 112: Brand map, selected brands of ground coffee buying rate, by household penetration, 2010*
                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                  • Figure 113: Key purchase measures for the top brands of ground coffee, by household penetration, 2010*
                                                                                                                                                                                                                • Ground decaffeinated coffee—consumer insights on key purchase measures
                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                    • Figure 114: Brand map, selected brands of ground decaffeinated coffee buying rate, by household penetration, 2010*
                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                      • Figure 115: Key purchase measures for the top brands of ground decaffeinated coffee, by household penetration, 2010*
                                                                                                                                                                                                                    • Instant coffee—consumer insights on key purchase measures
                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                        • Figure 116: Brand map, selected brands of instant coffee buying rate, by household penetration, 2010*
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 117: Key purchase measures for the top brands of instant coffee, by household penetration, 2010*
                                                                                                                                                                                                                      • Appendix—IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                        • Appendix—Trade Associations

                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                          • Dunkin' Brands
                                                                                                                                                                                                                          • Green Mountain Coffee Roasters, Inc.
                                                                                                                                                                                                                          • Kraft Foods Inc.
                                                                                                                                                                                                                          • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                          • Nestlé USA
                                                                                                                                                                                                                          • PepsiCo Inc
                                                                                                                                                                                                                          • Starbucks Corporation
                                                                                                                                                                                                                          • The J. M. Smucker Company

                                                                                                                                                                                                                          Coffee - US - October 2011

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