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Coffee - US - October 2012

“Tremendous potential lies in appealing to the 18-24 year old group of consumers who are more adventurous in their coffee drinking habits. Marketers should take inspiration from the nearly insatiable curiosity about new coffee types, beverages, brands, and flavors exhibited by younger consumers and translate that energy into new marketing, innovations, and educational tastings that could appeal to all ages.”

– Jennifer Zegler, Beverage Analyst

Some questions answered in this report include:

  • What types of coffee are consumers drinking and how often?
  • What are consumers’ preferences for coffee beverages and roast types?
  • What kinds and sizes of packaging do consumers purchase?
  • How do consumers make their coffee (ie, what type of machine is preferred)?
  • Has single-cup coffee usage increased during the last year?
  • What values, brand positioning, and/or occasions influence consumers’ coffee purchases?
  • Why do consumers purchase various types of coffee and coffee drinks?

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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

                        • Coffee remains staple household purchase for most consumers
                          • Figure 1: Coffee purchase by type, June 2012
                        • Ground, single-cup lead daily consumption preferences
                          • Figure 2: Every day consumption of different types of coffee at home, June 2012
                        • One-cup-at-a-time convenience fueling category growth
                          • Figure 3: Total U.S. retail sales of coffee, by segment, at current prices, 2010 and 2012
                          • Figure 4: Sales and forecast of single-cup coffee, at current prices, 2007-17
                        • Commodity cost rollercoaster on downslope—for now
                          • Coffee market sales to stabilize through 2017
                            • Figure 5: Fan chart forecast of coffee market, at current prices, 2007-17
                          • Price combined with usual brand, roast most important to consumers
                            • Figure 6: Factors influencing coffee purchase behavior, June 2012
                          • Other FDMx channel attracts the most coffee buyers
                            • Figure 7: U.S. retail sales of coffee in supermarkets and other FDMx, at current prices, 2007-12
                          • RTD segment reinvigorated by multiserving innovation
                            • Figure 8: FDMx sales of ready-to-drink coffee, by market share of leading brands, 52 weeks ending July 8, 2012
                          • Single-origin releases could be next frontier for premium coffee
                            • What we think
                            • Issues in the Market

                                • How can coffee manufacturers encourage trial of new varieties?
                                  • What RTD innovations will challenge Frappuccino’s dominance?
                                    • How long can the single-cup market continue its meteoric rise?
                                    • Insights and Opportunities

                                      • Bring drinkers home with coffeehouse-inspired CPG
                                          • Figure 9: Coffee preparation by quarter, Q2 2011-12
                                        • Fuel all-day consumption with a variety of options
                                          • Figure 10: Attitude toward coffee, by age, June 2012
                                        • Single-origin coffee could be the next frontier for educated drinkers
                                          • K-Cup patent expiration might heat up single-cup competition
                                          • Trend Applications

                                              • Trend: Brand Review
                                                • Trend: The Suite Life
                                                  • 2015 Trend: Old Gold
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Commodity cost changes cause retail prices to fluctuate
                                                        • Single-cup coffee takes second place in format choice
                                                          • RTD performance dependent upon successful innovations, retail placement
                                                            • Sales and forecast of U.S. retail coffee market
                                                              • Figure 11: Total U.S. retail sales and forecast of U.S. retail coffee market, at current prices, 2007-17
                                                              • Figure 12: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2007-17
                                                            • Fan chart forecast
                                                                • Figure 13: Fan chart forecast of coffee market, at current prices, 2007-17
                                                              • Walmart sales
                                                              • Market Drivers

                                                                • Key points
                                                                  • Asian, Hispanic population growth beneficial for coffee performance
                                                                    • Figure 14: Population, by race and Hispanic origin, 2006-16
                                                                  • Coffee curiosity from younger consumers could spell future success
                                                                    • Figure 15: Population, by age, 2007-17
                                                                  • Decline in restaurant performance likely to boost at-home sales
                                                                    • Figure 16: Restaurant Performance Index, January 2009-July 2012
                                                                  • Disposable income rebound could brew improved premium sales
                                                                    • Figure 17: Real Disposable Income, January 2007-July 2012
                                                                • Competitive Context

                                                                  • Key points
                                                                    • Energy drinks slated for growth, but not from teens
                                                                      • Carbonated soft drinks continue to provide caffeine buzz
                                                                        • Healthy consciences turn consumers toward tea
                                                                          • Coffeehouses and donut shops continue to cater to caffeine seekers
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Dedication to tradition translates to roasted coffee’s success
                                                                                • Single-cup segment poised to brew up new sales
                                                                                  • Instant, RTD markets in need of innovations
                                                                                    • Coffee sales, by segment
                                                                                      • Figure 18: Sales of coffee in the U.S., segmented by type, at current prices, 2007-17
                                                                                  • Segment Performance—Roasted Coffee

                                                                                    • Key points
                                                                                      • Roasted coffee to continue leading category
                                                                                        • Sales and forecast of roasted coffee
                                                                                          • Figure 19: Total U.S. FDMx sales of roasted coffee, 2007-17
                                                                                        • Roasted coffee category led by ground caffeinated options
                                                                                          • Figure 20: Usage of ground or whole bean coffee, by age, January 2011-March 2012
                                                                                          • Figure 21: Usage of ground or whole bean coffee, February 2007-March 2012
                                                                                        • Whole bean usage most popular with $150K+
                                                                                          • Figure 22: Usage of ground or whole bean coffee, by household income, January 2011-March 2012
                                                                                      • Segment Performance—Single-cup Coffee

                                                                                        • Key points
                                                                                          • New consumers boost the single-cup market
                                                                                            • Sales and forecast of single-cup coffee
                                                                                              • Figure 23: Sales and forecast of single-cup coffee, at current prices, 2007-17
                                                                                            • Single-cup segment: Is it still developing or just a fad?
                                                                                            • Segment Performance—Instant Coffee

                                                                                              • Key points
                                                                                                • Core consumers not enough to drive further growth for instant coffee
                                                                                                  • Sales and forecast of instant coffee
                                                                                                    • Figure 24: Sales and forecast of instant coffee, at current prices, 2007-17
                                                                                                  • For increased success, instant should capitalize on its upsides
                                                                                                    • Hispanic, Asian, black consumers most likely to opt for instant
                                                                                                      • Figure 25: Usage of instant coffee, by race/Hispanic origin, January 2011-March 2012
                                                                                                    • Decaf, unflavored are most popular varieties
                                                                                                      • Figure 26: Usage of instant coffee, by age, January 2011-March 2012
                                                                                                      • Figure 27: Usage of instant flavored coffee mixes, January 2011-March 2012
                                                                                                  • Segment Performance—RTD Coffee

                                                                                                    • Key points
                                                                                                      • One success story shows opportunity within RTD coffee
                                                                                                        • Sales and forecast of RTD coffee
                                                                                                          • Figure 28: Sales and forecast of RTD coffee, at current prices, 2007-17
                                                                                                        • Burst—or void—of new products could change RTD’s future
                                                                                                          • Young women among RTD coffee fans
                                                                                                            • Figure 29: Usage of ready-to-drink coffee, by gender and age, January 2011-March 2012
                                                                                                          • Asians, Hispanics are a ready audience for RTD coffee
                                                                                                            • Figure 30: Usage of ready-to-drink coffee, by race/Hispanic origin, January 2011-March 2012
                                                                                                        • Retail Channels

                                                                                                          • Key points
                                                                                                            • Consumers play “price is right” by shopping multiple channels
                                                                                                              • Figure 31: Total U.S. retail sales of coffee, at current prices, 2007-12
                                                                                                            • Coffee shoppers embrace other outlets
                                                                                                              • Figure 32: Total U.S. retail sales of coffee, by channel, at current prices, 2010-12
                                                                                                            • Single-cup coffee spurs realignment of retail placement standards
                                                                                                            • Retail Channels—Supermarkets

                                                                                                              • Key points
                                                                                                                • Price increases, single-cup expansion fueling supermarkets
                                                                                                                  • Figure 33: U.S. supermarket sales of coffee, at current prices, 2007-12
                                                                                                                • Private label single-cup presents sales opportunity
                                                                                                                • Retail Channels—Other FDMx

                                                                                                                  • Key points
                                                                                                                    • Evolving shopping habits benefit channel
                                                                                                                      • Figure 34: U.S. sales of coffee, through other retail channels, at current prices, 2007-12
                                                                                                                    • Price, convenience driving other FDMx traffic
                                                                                                                    • Retail Channels—Drug Stores

                                                                                                                      • Key points
                                                                                                                        • Channel should emphasize food and beverage selections
                                                                                                                          • Figure 35: U.S. Drug store sales of coffee, at current prices, 2007-12
                                                                                                                        • Private label could provide price tier options
                                                                                                                        • Retail Channels—Natural Supermarkets

                                                                                                                          • Key points
                                                                                                                            • Artisan, local, fair trade lead booming sales
                                                                                                                              • Sales of coffee in the natural channel
                                                                                                                                • Figure 36: Natural supermarket sales of coffee, at current prices, 2010-12*
                                                                                                                              • RTD remains small beans in natural channel
                                                                                                                                • Figure 37: Natural supermarket sales of coffee, by segment, 2010 and 2012*
                                                                                                                              • Organic coffee outsells conventional in channel
                                                                                                                                • Figure 38: Natural supermarket sales of coffee, by organic, 2010 and 2012*
                                                                                                                              • Fair trade finds niche in natural
                                                                                                                                • Figure 39: Natural supermarket sales of coffee, by fair trade, 2010 and 2012*
                                                                                                                              • Local brands dominate channel sales
                                                                                                                              • Leading Companies

                                                                                                                                • Key points
                                                                                                                                  • J.M. Smucker leads category thanks to Folgers
                                                                                                                                    • Kraft Foods Group showcases sales rise, market share drop
                                                                                                                                      • Starbucks gains slight market share at retail
                                                                                                                                        • Green Mountain continues impressive growth streak
                                                                                                                                          • NACP’s Starbucks-branded RTD products face competition
                                                                                                                                            • Nestlé’s instant brands keep it afloat
                                                                                                                                              • Manufacturer U.S. coffee sales
                                                                                                                                                • Figure 40: FDMx sales of coffee, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                            • Brand Share—Roasted Coffee

                                                                                                                                              • Key points
                                                                                                                                                • Roast segment grows with help from price increases
                                                                                                                                                  • Figure 41: FDMx sales of roast coffee, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                                • Folgers, Maxwell House top brand choices for consumers
                                                                                                                                                  • Figure 42: Usage of ground or whole bean coffee, Top 10, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                • Positive sales for J.M. Smucker’s Folgers, Dunkin’ Donuts brands
                                                                                                                                                  • Maxwell House releases “fresh” packaging designs
                                                                                                                                                    • Retail launch of Gevalia provides premium entry for Kraft Foods
                                                                                                                                                    • Brand Share—Single-cup Coffee

                                                                                                                                                      • Key points
                                                                                                                                                        • GMCR dominate sales with a stable of single-cup options
                                                                                                                                                          • Licensees Starbucks, Folgers ride Keurig’s rising tide
                                                                                                                                                            • Private label single-cup could reshape market share
                                                                                                                                                              • Potential exists for new single-cup brewing systems
                                                                                                                                                                • Manufacturer sales of single-cup coffee
                                                                                                                                                                  • Figure 43: FDMx sales of single-cup coffee, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                                              • Brand Share—Instant Coffee

                                                                                                                                                                • Key points
                                                                                                                                                                  • Instant’s popularity proves slightly less soluble
                                                                                                                                                                    • Figure 44: Coffee segment consumption from 2007-12
                                                                                                                                                                  • Manufacturer sales of instant coffee
                                                                                                                                                                    • Figure 45: Manufacturer sales of instant coffee, 2011 and 2012
                                                                                                                                                                  • Starbucks VIA causes consumers to shuffle instant usage
                                                                                                                                                                    • Figure 46: Usage of instant coffee, by race and Hispanic origin, January 2011-March 2012
                                                                                                                                                                  • Nescafé Clasico targets Hispanics with bilingual packaging
                                                                                                                                                                    • Instant format new focus for Starbucks
                                                                                                                                                                      • Packaging facelifts aim to attract new audiences
                                                                                                                                                                        • Instant flavored mixes capitalize on flavor fans
                                                                                                                                                                          • Figure 47: Usage of instant flavored coffee mixes, January 2011-March 2012
                                                                                                                                                                      • Brand Share—RTD Coffee

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Starbucks RTDs lose share as consumers turn to new RTD options
                                                                                                                                                                            • Manufacturer sales of RTD coffee
                                                                                                                                                                              • Figure 48: FDMx sales of ready-to-drink coffee, by leading companies, rolling 52 weeks 2011 and 2012
                                                                                                                                                                            • Multiserving International Delight Iced Coffee sees early success
                                                                                                                                                                              • Opportunity awaits as other brands surpass Starbucks
                                                                                                                                                                                • Figure 49: Usage of ready-to-drink coffee, by age, January 2011-March 2012
                                                                                                                                                                              • Innovations try to grab RTD coffee spotlight
                                                                                                                                                                              • Innovations and Innovators

                                                                                                                                                                                • Refined consumers drawn to origin-specific blends
                                                                                                                                                                                  • Figure 50: Product claims for new coffee launches, July 18, 2011-July 18, 2012
                                                                                                                                                                                • Coconut-water-infused options refresh stagnant RTD segment
                                                                                                                                                                                  • Single-cup brewers go beyond hot brewed coffee
                                                                                                                                                                                  • Marketing Strategies

                                                                                                                                                                                    • Brand analysis: Folgers
                                                                                                                                                                                      • Figure 51: Brand analysis of Folgers, 2012
                                                                                                                                                                                    • Online initiatives
                                                                                                                                                                                      • TV presence
                                                                                                                                                                                        • Figure 52: Folgers, Best Part, TV ad, 2012
                                                                                                                                                                                      • Brand analysis: Maxwell House
                                                                                                                                                                                        • Figure 53: Brand analysis of Maxwell House, 2012
                                                                                                                                                                                      • Online initiatives
                                                                                                                                                                                        • TV presence
                                                                                                                                                                                          • Figure 54: Maxwell House, Sippy Cup, TV ad, 2012
                                                                                                                                                                                          • Figure 55: Maxwell House, Mugs, TV AD, 2012
                                                                                                                                                                                        • Brand analysis: Gevalia
                                                                                                                                                                                          • Figure 56: Brand analysis of Gevalia, 2011
                                                                                                                                                                                        • Online initiatives
                                                                                                                                                                                          • TV presence
                                                                                                                                                                                            • Figure 57: Gevalia, Cup of Johan, TV AD, 2012
                                                                                                                                                                                            • Figure 58: Gevalia, Piper, TV AD, 2012
                                                                                                                                                                                          • Print and other
                                                                                                                                                                                            • Figure 59: Gevalia coupon mail insert Summer 2012, front and back
                                                                                                                                                                                          • Brand analysis: Starbucks
                                                                                                                                                                                            • Figure 60: Brand analysis of Starbucks, 2012
                                                                                                                                                                                          • Online initiatives
                                                                                                                                                                                            • TV presence
                                                                                                                                                                                              • Figure 61: Starbucks, VIA, TV AD, 2012
                                                                                                                                                                                            • Print
                                                                                                                                                                                              • Figure 62: Starbucks K-Cup coupon insert, summer 2012
                                                                                                                                                                                              • Figure 63: Starbucks Food Network Magazine Ad, October 2012
                                                                                                                                                                                          • The Consumer—Usage and Types

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Upside potential exists in younger consumers’ varied habits
                                                                                                                                                                                                  • Figure 64: Coffee purchase by type, by age, June 2012
                                                                                                                                                                                                • Millennials rank high in coffee consumption across segments
                                                                                                                                                                                                  • Figure 65: Personal incidence of consuming different types of coffee at home, by generation, June 2012
                                                                                                                                                                                                • Price, brand, flavor, and blend lead purchase decisions
                                                                                                                                                                                                    • Figure 66: Factors influencing coffee purchase behavior, by gender, June 2012
                                                                                                                                                                                                  • Coffee curiosity expands to roast types
                                                                                                                                                                                                      • Figure 67: Any personal coffee consumption by coffee roast type, by age, June 2012
                                                                                                                                                                                                    • Drip coffee makers dominate brewer use, single-cup gaining
                                                                                                                                                                                                        • Figure 68: Household ownership of different types of coffee machines, by gender and age, June 2012
                                                                                                                                                                                                      • The stronger the coffee preference, the less standard the brewer
                                                                                                                                                                                                          • Figure 69: Household ownership of different types of coffee machines, by roast type consumed, June 2012
                                                                                                                                                                                                        • Multiple formats present entries for all income levels
                                                                                                                                                                                                            • Figure 70: Coffee purchase by type, by household income, June 2012
                                                                                                                                                                                                          • Household size plays a role in coffee segment choice
                                                                                                                                                                                                              • Figure 71: Coffee purchase by type, by household size, June 2012
                                                                                                                                                                                                            • Price, personal preferences determine purchases
                                                                                                                                                                                                              • Figure 72: Incidence of buying ground or whole bean coffee by packaging size, June 2012
                                                                                                                                                                                                              • Figure 73: Incidence of buying ground coffee by packaging size, by age, June 2012
                                                                                                                                                                                                            • Northeast, West homes have highest incidence of coffee consumption
                                                                                                                                                                                                                • Figure 74: Personal incidence of consuming different types of coffee at home, by region, June 2012
                                                                                                                                                                                                                • Figure 75: Household ownership of different types of coffee machines, by region, June 2012
                                                                                                                                                                                                            • Gender Preferences for Coffee

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Whole bean has masculine edge
                                                                                                                                                                                                                  • Figure 76: Personal incidence of consuming different types of coffee at home, by gender and age, June 2012
                                                                                                                                                                                                                • Men more likely to use specialty brewers
                                                                                                                                                                                                                  • Figure 77: Household ownership of different types of coffee machines, by gender, June 2012
                                                                                                                                                                                                                  • Figure 78: Any personal coffee consumption by coffee roast type, by gender and age, June 2012
                                                                                                                                                                                                                • Men more likely to brew espresso, cappuccino
                                                                                                                                                                                                                  • Figure 79: Any personal coffee consumption by coffee roast type, by gender and age, June 2012
                                                                                                                                                                                                                • Instant mixes, RTD more popular with women
                                                                                                                                                                                                                  • Figure 80: Personal incidence of consuming different types of coffee at home, by gender, June 2012
                                                                                                                                                                                                                • Women brew with convenience, flavors in mind
                                                                                                                                                                                                                  • Figure 81: Factors influencing coffee purchase behavior, by gender and age, June 2012
                                                                                                                                                                                                              • Consumer Attitudes and Behaviors

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Coffee curiosity has specific appeal in each segment
                                                                                                                                                                                                                    • Figure 82: Factors influencing coffee purchase behavior, by personal incidence of consuming different types of coffee at home, June 2012
                                                                                                                                                                                                                  • RTD most likely to sell on promotion
                                                                                                                                                                                                                    • Figure 83: Attitude toward coffee, by age, June 2012
                                                                                                                                                                                                                  • Coffee claims and positioning most popular with 18-35 year olds
                                                                                                                                                                                                                      • Figure 84: Factors influencing coffee purchase behavior, by generation, June 2012
                                                                                                                                                                                                                    • Coffeehouse brands find sweet spot with younger consumers
                                                                                                                                                                                                                        • Figure 85: Attitude toward coffee, by age, June 2012
                                                                                                                                                                                                                        • Figure 86: Attitude toward coffee, by age, June 2012
                                                                                                                                                                                                                      • Coffee viewed as the original energy drink by some
                                                                                                                                                                                                                        • Figure 87: Attitude toward coffee, by age, June 2012
                                                                                                                                                                                                                        • Figure 88: Attitude toward coffee, by age, June 2012
                                                                                                                                                                                                                      • Younger consumers swapping energy drinks, soda for RTD coffee
                                                                                                                                                                                                                          • Figure 89: Attitude toward coffee, by age, June 2012
                                                                                                                                                                                                                          • Figure 90: Attitude toward coffee, by Hispanic origin and age, June 2012
                                                                                                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Hispanics, Asians consume the most coffee
                                                                                                                                                                                                                            • Figure 91: Personal incidence of consuming different types of coffee at home, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                          • Blacks least likely to own coffee maker, Asians prefer specialty brewers
                                                                                                                                                                                                                            • Figure 92: Household ownership of different types of coffee machines, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                          • Segments find niche with younger Hispanics
                                                                                                                                                                                                                            • Figure 93: Personal incidence of consuming different types of coffee at home, by Hispanic origin and age, June 2012
                                                                                                                                                                                                                          • Country-of-origin labeling most important to Hispanics aged 18-44
                                                                                                                                                                                                                            • Figure 94: Factors influencing coffee purchase behavior, by Hispanic origin and age, June 2012
                                                                                                                                                                                                                          • Coffee functionality most important to Hispanics aged 45+
                                                                                                                                                                                                                            • Figure 95: Attitude toward coffee, by Hispanic origin and age, June 2012
                                                                                                                                                                                                                          • Asians most likely to embrace lighter coffee, coffeehouse brands
                                                                                                                                                                                                                            • Figure 96: Any personal coffee consumption by coffee roast type, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                            • Figure 97: Attitude toward coffee, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                          • Coffee’s health halo a selling point for Asians
                                                                                                                                                                                                                            • Figure 98: Attitude toward coffee, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                            • Figure 99: Attitude toward coffee, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                            • Figure 100: Attitude toward coffee, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                          • Cappuccino, blended coffee could attract more blacks
                                                                                                                                                                                                                            • Figure 101: Any personal coffee consumption by coffee roast type, by race/Hispanic origin, June 2012#
                                                                                                                                                                                                                            • Figure 102: Factors influencing coffee purchase behavior, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                        • SymphonyIRI Group Builders Panel Data IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                            • Overview of coffee
                                                                                                                                                                                                                              • Ground coffee—Consumer insights on key purchase measures
                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                  • Figure 103: Brand map, selected brands of ground coffee buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                    • Figure 104: Key purchase measures for the top brands of ground coffee, by household penetration, 2011*
                                                                                                                                                                                                                                  • Ground decaffeinated coffee—Consumer insights on key purchase measures
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 105: Brand map, selected brands of ground decaffeinated coffee -buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 106: Key purchase measures for the top brands of ground decaffeinated coffee, by household penetration, 2011*
                                                                                                                                                                                                                                      • Instant coffee—Consumer insights on key purchase measures
                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                          • Figure 107: Brand map, selected brands of instant coffee buying rate, by household penetration, 2011*
                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                            • Figure 108: Key purchase measures for the top brands of instant coffee, by household penetration, 2011*
                                                                                                                                                                                                                                          • Instant decaffeinated coffee—Consumer insights on key purchase measures
                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                              • Figure 109: Brand map, selected brands of instant decaffeinated coffee, by household penetration, 2011*
                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                • Figure 110: Key purchase measures for the top brands of instant decaffeinated coffee, by household penetration, 2011*
                                                                                                                                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                                • Figure 111: Coffee purchase, by type, June 2012
                                                                                                                                                                                                                                                • Figure 112: Personal incidence of consuming different types of coffee at home, June 2012
                                                                                                                                                                                                                                                • Figure 113: Total U.S. retail sales of coffee, by segment, at current prices, 2010 and 2012
                                                                                                                                                                                                                                                • Figure 114: Factors influencing coffee purchase behavior, June 2012
                                                                                                                                                                                                                                                • Figure 115: Population, by age, 2006-16
                                                                                                                                                                                                                                                • Figure 116: Total U.S. FDMx sales of roasted coffee, at inflation-adjusted prices, 2007-12
                                                                                                                                                                                                                                                • Figure 117: Total U.S. FDMx sales of single-cup coffee, at inflation-adjusted prices, 2007-12
                                                                                                                                                                                                                                                • Figure 118: Total FDMx sales of instant coffee, at inflation-adjusted prices, 2007-12
                                                                                                                                                                                                                                                • Figure 119: Total U.S. FDMx sales of RTD coffee, at inflation-adjusted prices, 2007-12
                                                                                                                                                                                                                                                • Figure 120: Natural supermarket sales of coffee, at inflation-adjusted prices, 2010-12*
                                                                                                                                                                                                                                                • Figure 121: Usage of ground or whole bean coffee, by age, January 2011-March 2012
                                                                                                                                                                                                                                                • Figure 122: Usage of ground or whole bean coffee, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                                                                                                                • Figure 123: Usage of ground or whole bean coffee, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                                                                                                                • Figure 124: Usage of ground or whole bean coffee, by household income, January 2011-March 2012
                                                                                                                                                                                                                                                • Figure 125: Usage of ground or whole bean coffee, by age, January 2011-March 2012
                                                                                                                                                                                                                                                • Figure 126: Usage of ground or whole bean coffee, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                                                                                                                • Figure 127: Usage of instant coffee, by age, January 2011-March 2012
                                                                                                                                                                                                                                                • Figure 128: Usage of instant coffee, by household income, January 2011-March 2012
                                                                                                                                                                                                                                                • Figure 129: Usage of instant coffee, January 2011-March 2012
                                                                                                                                                                                                                                                • Figure 130: Usage of instant coffee, by age, January 2011-March 2012
                                                                                                                                                                                                                                                • Figure 131: Usage of ready-to-drink coffee, by age, January 2011-March 2012
                                                                                                                                                                                                                                                • Figure 132: Usage of ready-to-drink coffee, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                                                                                                                • Figure 133: Usage of ground or whole bean coffee, February 2007-March 2012
                                                                                                                                                                                                                                                • Figure 134: Personal incidence of consuming different types of coffee at home, by age, June 2012
                                                                                                                                                                                                                                                • Figure 135: Coffee purchase by type, by gender and age, June 2012
                                                                                                                                                                                                                                                • Figure 136: Coffee purchase by type, by race/Hispanic origin, June 2012
                                                                                                                                                                                                                                                • Figure 137: Coffee purchase by type, by Hispanic origin and age, June 2012
                                                                                                                                                                                                                                                • Figure 138: Any personal coffee consumption by coffee roast type, by generation, June 2012
                                                                                                                                                                                                                                                • Figure 139: Any personal coffee consumption by coffee roast type, by gender and age, June 2012
                                                                                                                                                                                                                                                • Figure 140: Almost always/Frequently drink espressos or filter coffee , by age group, US, June 2012
                                                                                                                                                                                                                                            • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                                • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                                • 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
                                                                                                                                                                                                                                                  • Smucker Foods of Canada Co
                                                                                                                                                                                                                                                  • Starbucks Corporation
                                                                                                                                                                                                                                                  • The J. M. Smucker Company

                                                                                                                                                                                                                                                  Coffee - US - October 2012

                                                                                                                                                                                                                                                  £3,277.28 (Excl.Tax)