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Tea and Coffee - Canada - September 2014

“Appealing to older coffee drinkers, for example via pods/capsules which use intense roasts, could help to tap into this flavour interest in a more targeted manner.”
– Andrew Zmijak , Consumer Behaviour Research Analyst

This report looks at the following issues:

  • Increasing popularity of coffee pods could bring down prices
  • Appealing to older palates with hot beverages
  • Specialized teas can increase consumption in and out of the home

Hot beverages are highly popular drinks in Canada, with 95% drinking at least one type of tea, coffee or hot chocolate. That 57% drink five or more types of these beverages reflects the high level of engagement which continues to broaden as innovation brings new products to the market.

Volume retail sales of tea and coffee have grown steadily over the past five years, reaching an estimated 105 million kg in 2014. Volumes are expected to continue rising by approximately 5% annually over the next five years. Driven by the rising price of tea and coffee, and premium variants such as coffee pods, value sales rose significantly over the 2010-12 period before falling back to a still robust 6-7% growth annually over 2013 and 2014. Growth in sales is anticipated to be steady at around 6-7% in the coming years. Coffee is significantly the larger market, accounting for almost 85% of total retail sales.

Coffee is also the most innovative of the markets, with notable growth coming from single-serve coffee machines which are tapping into consumer demand for premium products while at home. This report analyses consumer trends in the tea, coffee and hot chocolate category and explores areas of the market where further growth may still be possible.

This report covers tea and coffee consumption for both the in-home and out of home market, including sales through coffee shops/cafés etc. However, please note that market size figures include the in-home market only. Out of home trends are covered throughout the Consumer sections but are not included in the market size and segmentation data. Hot chocolate is also covered in the Consumer sections for context but excluded from the market size data.

Values throughout this report are at constant 2014 prices and devised using Mintel’s deflator which has been tailored to the Canadian market.

There are three broad segments of coffee in the take-home market:

  • Instant coffee – This is where, through various processes, the coffee is dehydrated into the form of powder or granules for sale, and prepared by adding these to hot water.
  • Roast and ground – This is when coffee is sold in the form of coffee beans or when the coffee beans are sold ready-ground.
  • Coffee pods feature pre-packaged ground beans sold in their own filter to make the coffee-making process easier. Included in this category are products for open and closed coffee systems, such as those that take a capsule or pod.
  • Ready-to-drink coffee – This is chilled ready-to-drink (RTD) coffee drinks such as Starbucks Frappuccino.

The tea market is segmented as follows:

  • Standard/Regular – This includes ordinary tea bags which contain black tea, blends, red and instant teas.
  • Decaffeinated tea is used to refer to black tea that has been through a process to remove most of the caffeine content.
  • Speciality tea is used to refer to tea which, although similar in appearance to standard tea and also often drunk with milk, is usually sourced from specific high-quality tea plantations and has a distinctive taste. Examples include Earl or Lady Grey, Chai and Darjeeling, Ceylon, Assam and Kenyan blends.
  • Fruit and herbal teas are typically infusions which contain pieces of fruit, herbs (eg peppermint), spices or flowers (eg chamomile). Tending not to contain black or green tea, they are generally caffeine-free.
  • Green tea is a tea which gives a light green colour when brewed and is generally drunk without milk. In contrast to black tea which is oxidised, green tea is un-oxidised and has a more bitter flavour.
  • Instant tea comes in powder or granule form and contains soluble tea solids, sometimes with the addition of sweetener, milk powder and/or flavourings.

Hot chocolate drinks are defined as follows:

  • Hot chocolate powder that requires the addition of either milk or water. It also includes products that are ready prepared and need to be heated in the microwave, as well as stir-in spoons (that are stirred into hot milk).

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Table of contents

  1. Introduction

      • Definition
        • Excluded
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Forecast of Canada retail sales of tea and coffee, by value 2009-19
                • Figure 2: Forecast of Canada retail sales of tea and coffee, by volume, 2009-19
              • Market factors
                • Canada’s population is expected to age in the coming years
                  • Growing global demand and unseasonal weather drive up coffee prices
                    • Tea prices have decreased over the past two years
                      • The consumer
                        • 82% of Canadian adults drink coffee, while 79% drink tea
                          • Figure 3: Usage of types of coffee, June 2014
                          • Figure 4: Usage of types of tea, June 2014
                        • 52% of Canadians drink coffee at least once a day
                          • Flavour is the leading choice factor
                            • Figure 5: Choice factors when purchasing tea, coffee and hot chocolate, June 2014
                          • Tea relies on in-home consumption
                            • Figure 6: Locations for drinking tea, coffee and hot chocolate, June 2014
                          • Almost half of coffee drinkers currently use single-serve machines
                            • Half of coffee drinkers are prepared to take their time for an improved taste
                              • Figure 7: Attitudes towards coffee, June 2014
                            • 43% of tea drinkers enjoy experimenting with different flavours of tea
                              • Figure 8: Attitudes towards tea, June 2014
                            • What we think
                            • Insights and Issues

                                • Increasing popularity of coffee pods could bring down prices
                                  • The facts
                                    • The implications
                                      • Appealing to older palates with hot beverages
                                        • The facts
                                          • The implications
                                            • Specialized teas can increase consumption in and out of the home
                                              • The facts
                                                • The implications
                                                  • Highlighting the qualities of ethical tea and origins
                                                    • The facts
                                                      • The implications
                                                      • Trend Application

                                                          • Trend: Sense of the Intense
                                                            • Trend: Help Me Help Myself
                                                              • Trend: Prove it
                                                              • Market Drivers

                                                                • Key points
                                                                  • Canada’s population is expected to age in the coming years
                                                                    • Figure 9: Projected trends in the age structure of the Canada population, 2014-19
                                                                    • Figure 10: Estimated share of population in Canada, by ethnicity
                                                                  • Growing global demand and unseasonal weather drive up coffee prices
                                                                    • Figure 11: Composite indicator Prices – US cents per pound of coffee, 2012– 2014 (August)
                                                                  • Canada’s open market for coffee and the popularity of coffee shops
                                                                    • Tea prices have decreased over the past two years
                                                                      • Figure 12: Monthly tea prices: US cents per kg, 2012– August 2014
                                                                    • Consumer confidence and disposable income remain resolute
                                                                      • Figure 13: Consumer Confidence Index, monthly, January 2008-May 2014
                                                                      • Figure 14: Household disposable incomes and savings in Canada, 2008-14
                                                                  • Strengths and Weaknesses

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Pre-filled coffee formats continue to thrive, driven by new pod launches
                                                                            • Figure 15: New product launches in the Canadian coffee market, by format, 2011-14
                                                                          • Private label coffee launches have increased
                                                                            • Figure 16: New product launches in the Canadian coffee market, private label vs branded, 2011-14
                                                                          • Starbucks jumps to the top of the list of innovators
                                                                            • Figure 17: Share of new product launches within the Canada coffee market, by company, 2011-14*
                                                                          • Coffee pods emerging as a key driver for NPD activity
                                                                            • Other selected pod/capsule innovations
                                                                              • Relatively little NPD activity in the tea market
                                                                                • Figure 18: New product launches in the Canadian tea market, by format, 2011-14
                                                                                • Figure 19: New product launches in the Canadian tea market, private label vs branded, 2011-14
                                                                              • Traditional Medicinals significantly ramps up NPD in 2014
                                                                                  • Figure 20: Share of new product launches within the Canada tea market, by company, 2011-14*
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Canada’s tea and coffee market remains in good health
                                                                                    • Figure 21: Canada retail value and volume sales of tea and coffee, 2009-19
                                                                                    • Figure 22: Forecast of Canada retail sales of tea and coffee, by volume, 2009-19
                                                                                  • Values expected to continue a steady rise
                                                                                    • Figure 23: Forecast of Canada retail sales of tea and coffee, by value 2009-19
                                                                                  • Forecast methodology
                                                                                  • Market Segmentation and Share

                                                                                    • Key points
                                                                                      • Coffee continues on a strong and stable growth path
                                                                                        • Figure 24: Canada value and volume retail sales of coffee, at current and constant prices, 2009-19
                                                                                        • Figure 25: Forecast of Canada retail sales of coffee, by volume 2009-19
                                                                                        • Figure 26: Forecast of Canada retail sales of coffee, by value 2009-19
                                                                                      • Kraft leads the way in fresh coffee
                                                                                        • Figure 27: Retail market share for coffee in Canada, by volume 2010-13
                                                                                        • Figure 28: Retail market share for coffee in Canada, by value, 2010-13
                                                                                      • Tea growth is slow but steady
                                                                                        • Figure 29: Canada value and volume retail sales of tea, at current and constant prices, 2009-19
                                                                                        • Figure 30: Forecast of Canada retail sales of tea, by volume 2009-19
                                                                                        • Figure 31: Forecast of Canada retail sales of tea, by value 2009-19
                                                                                      • Tata leads the way but ‘other’ brands are boosting their share
                                                                                        • Figure 32: Retail market share for tea in Canada, by volume, 2010-13
                                                                                        • Figure 33: Retail market share for tea in Canada, by value, 2010-13
                                                                                    • Companies and Products

                                                                                        • Kraft Canada Inc.
                                                                                          • Overview and company information
                                                                                            • Recent activity and innovation
                                                                                              • Keurig Canada/Green Mountain Canada
                                                                                                • Overview and company information
                                                                                                  • Recent activity and innovation
                                                                                                    • Folgers
                                                                                                      • Overview and company information
                                                                                                        • Recent activity and innovation
                                                                                                          • Nestlé
                                                                                                            • Overview and company information
                                                                                                              • Recent activity and innovation
                                                                                                                • Tata Global Beverages
                                                                                                                  • Overview and company information
                                                                                                                    • Recent activity and innovation
                                                                                                                      • Unilever
                                                                                                                        • Overview and company information
                                                                                                                          • Recent activity and innovation
                                                                                                                            • Twinings
                                                                                                                              • Overview and company information
                                                                                                                                • Recent activity and innovation
                                                                                                                                • Brand Research and Social media – Coffee

                                                                                                                                  • Key findings
                                                                                                                                    • Market overview
                                                                                                                                      • Key social media metrics
                                                                                                                                        • Figure 34: Key social media metrics, August 2014
                                                                                                                                      • Brand usage and awareness
                                                                                                                                        • Figure 35: Brand usage and awareness for selected coffee brands, August 2014
                                                                                                                                      • Interactions with coffee brands
                                                                                                                                        • Figure 36: Interactions with selected coffee brands, August 2014
                                                                                                                                      • Leading online campaigns
                                                                                                                                        • What we think
                                                                                                                                          • Online conversations
                                                                                                                                            • Figure 37: Online conversations for selected coffee brands, by day, August 27, 2013-August 27, 2014
                                                                                                                                          • Where are people talking about coffee brands?
                                                                                                                                            • Figure 38: Online conversations for selected coffee brands, by page type, August 27, 2013-August 27, 2014
                                                                                                                                          • What are people talking about?
                                                                                                                                          • The Consumer – Usage of Tea, Coffee and Hot Chocolate

                                                                                                                                            • Key points
                                                                                                                                              • 82% of Canadian adults drink coffee…
                                                                                                                                                  • Figure 39: Usage of types of coffee, June 2014
                                                                                                                                                • … while 79% drink tea…
                                                                                                                                                  • Figure 40: Usage of types of tea, June 2014
                                                                                                                                                • …and half drink hot chocolate
                                                                                                                                                  • 57% of Canadians drink five or more types of hot beverages
                                                                                                                                                      • Figure 41: Repertoire of types of hot beverages consumed, June 2014
                                                                                                                                                  • The Consumer – Frequency of Drinking Tea, Coffee and Hot Chocolate

                                                                                                                                                    • Key points
                                                                                                                                                      • 52% of Canadians drink coffee at least once a day
                                                                                                                                                        • Figure 42: Frequency of consumption of types of coffee, June 2014
                                                                                                                                                        • Figure 43: Number of coffee cups drunk per day, June 2014
                                                                                                                                                      • 30% drink tea at least once a day
                                                                                                                                                        • Figure 44: Frequency of consumption of types of tea, June 2014
                                                                                                                                                        • Figure 45: Number of tea cups drunk per day, June 2014
                                                                                                                                                      • Only 5% drink hot chocolate daily
                                                                                                                                                        • Figure 46: Frequency of consumption of hot chocolate, June 2014
                                                                                                                                                    • The Consumer – Choice Factors

                                                                                                                                                      • Key points
                                                                                                                                                        • Flavour is the leading choice factor
                                                                                                                                                          • Figure 47: Choice factors when purchasing tea, coffee and hot chocolate, June 2014
                                                                                                                                                        • Ease of preparation and a well-known brand resonate with over a third
                                                                                                                                                          • Other factors only have niche importance
                                                                                                                                                          • The Consumer – Locations for Consumption

                                                                                                                                                            • Key points
                                                                                                                                                              • Summary of locations for drinking tea, coffee and hot chocolate
                                                                                                                                                                • Figure 48: Locations for drinking tea, coffee and hot chocolate, June 2014
                                                                                                                                                              • Tea relies on in-home consumption
                                                                                                                                                                • Coffee is enjoyed in various locations
                                                                                                                                                                  • Hot chocolate follows a similar usage trend as tea
                                                                                                                                                                  • The Consumer – Ownership of and Attitudes towards Single-Serve Machines

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Almost half of coffee drinkers currently use single-serve machines…
                                                                                                                                                                        • Figure 49: Ownership of single-serve coffee makers, June 2014
                                                                                                                                                                      • … while a further 21% are interested in them
                                                                                                                                                                        • CHAID Methodology
                                                                                                                                                                          • Young parents drive ownership of single-serve coffee machines
                                                                                                                                                                            • Figure 50: Ownership of single-serve coffee machines – CHAID tree output, June 2014
                                                                                                                                                                          • Green tea drinkers are willing to pay more for ethical teas
                                                                                                                                                                            • Figure 51: Green tea consumers – CHAID tree output, June 2014
                                                                                                                                                                          • Price is the main barrier for those who are disinterested in single-serve machines
                                                                                                                                                                            • Figure 52: Reasons for not being interested in buying single-serve coffee makers, June 2014
                                                                                                                                                                        • The Consumer – Attitudes towards Coffee

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Summary of attitudes towards coffee
                                                                                                                                                                              • Figure 53: Attitudes towards coffee, June 2014
                                                                                                                                                                            • Half of coffee drinkers are prepared to take their time
                                                                                                                                                                              • Figure 54: Attitudes towards the taste and quality of coffee, June 2014
                                                                                                                                                                            • The importance of the ‘caffeine hit’
                                                                                                                                                                              • Figure 55: Attitudes towards the caffeine content of coffee, June 2014
                                                                                                                                                                            • A third of coffee drinkers are interested in trying new types of coffee
                                                                                                                                                                              • Figure 56: Attitudes towards innovation and ranges of coffee, June 2014
                                                                                                                                                                          • The Consumer – Attitudes towards Tea

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Summary of attitudes towards tea
                                                                                                                                                                                • Figure 57: Attitudes towards tea, June 2014
                                                                                                                                                                              • 43% of tea drinkers enjoy experimenting with different flavours of tea
                                                                                                                                                                                • Figure 58: Attitudes towards the flavour of tea, June 2014
                                                                                                                                                                              • Two in five tea drinkers think that tea is healthier than coffee
                                                                                                                                                                                • Figure 59: Attitudes towards the health qualities of tea, June 2014
                                                                                                                                                                              • A third of tea drinkers think that specialty teas are worth paying more for
                                                                                                                                                                                • Figure 60: Attitudes towards the quality/price of tea, June 2014
                                                                                                                                                                              • Only 13% find using tea bags too time-intensive
                                                                                                                                                                                • Figure 61: Attitudes towards the convenience of making tea using tea bags, June 2014
                                                                                                                                                                            • The Consumer – Hot Beverages and Chinese Canadians

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Chinese Canadians are highly engaged with hot beverages
                                                                                                                                                                                  • Figure 62: Types of tea consumed: overall vs Chinese Canadians, June 2014
                                                                                                                                                                                  • Figure 63: Types of coffee consumed: overall vs Chinese Canadians, June 2014
                                                                                                                                                                                  • Figure 64: Number of types of coffee consumed: overall vs Chinese Canadians, June 2014
                                                                                                                                                                                • Chinese Canadians score around the average for choice factors but show greater variance for locations for consumption
                                                                                                                                                                                  • Flavour can be an effective way of reaching Chinese Canadians
                                                                                                                                                                                    • Figure 65: Attitudes towards coffee: overall vs Chinese Canadians, June 2014
                                                                                                                                                                                    • Figure 66: Attitudes towards tea: overall vs Chinese Canadians, June 2014
                                                                                                                                                                                • The Consumer – Target Groups

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Four target groups
                                                                                                                                                                                      • Figure 67: Target groups, June 2014
                                                                                                                                                                                    • Flavour Fans (23%)
                                                                                                                                                                                      • Connoisseurs (28%)
                                                                                                                                                                                        • Disengaged (30%)
                                                                                                                                                                                          • Pod Lovers (19%)
                                                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                                                              • Figure 68: Best- and worst-case forecasts for the Canada tea and coffee retail market, by value, 2014-19
                                                                                                                                                                                              • Figure 69: Best- and worst-case forecasts for the Canada tea and coffee retail market, by volume, 2014-19
                                                                                                                                                                                          • Appendix – Market Segmentation and Share

                                                                                                                                                                                              • Figure 70: Best- and worst-case forecasts for the Canada tea retail market, by value, 2014-19
                                                                                                                                                                                              • Figure 71: Best- and worst-case forecasts for the Canada tea retail market, by volume, 2014-19
                                                                                                                                                                                              • Figure 72: Best- and worst-case forecasts for the Canada coffee retail market, by value, 2014-19
                                                                                                                                                                                              • Figure 73: Best- and worst-case forecasts for the Canada coffee retail market, by volume, 2014-19
                                                                                                                                                                                          • Appendix – Brand Research and Social media

                                                                                                                                                                                            • Brand usage or awareness
                                                                                                                                                                                              • Figure 74: Brand usage or awareness, June 2014
                                                                                                                                                                                              • Figure 75: Maxwell House usage or awareness, by demographics, June 2014
                                                                                                                                                                                              • Figure 76: Nabob usage or awareness, by demographics, June 2014
                                                                                                                                                                                              • Figure 77: Nescafé usage or awareness, by demographics, June 2014
                                                                                                                                                                                              • Figure 78: Folgers usage or awareness, by demographics, June 2014
                                                                                                                                                                                              • Figure 79: Dolce Gusto usage or awareness, by demographics, June 2014
                                                                                                                                                                                              • Figure 80: Lavazza usage or awareness, by demographics, June 2014
                                                                                                                                                                                            • Activities done
                                                                                                                                                                                              • Figure 81: Activities done, June 2014
                                                                                                                                                                                            • Key social media metrics
                                                                                                                                                                                              • Figure 82: Brand Name key social media metrics – Folgers, September 2014
                                                                                                                                                                                              • Figure 83: Brand Name key social media metrics – Maxwell House, September 2014
                                                                                                                                                                                              • Figure 84: Brand Name key social media metrics – Nescafé, September 2014
                                                                                                                                                                                              • Figure 85: Brand Name key social media metrics – Nabob, September 2014
                                                                                                                                                                                              • Figure 86: Brand Name key social media metrics – Dolce Gusto, September 2014
                                                                                                                                                                                              • Figure 87: Brand Name key social media metrics – Lavazza, September 2014
                                                                                                                                                                                          • Appendix – The Consumer – Usage and Frequency of Drinking Tea, Coffee and Hot Chocolate

                                                                                                                                                                                              • Figure 88: Usage of tea, coffee and hot chocolate, June 2014
                                                                                                                                                                                              • Figure 89: Any usage of tea (net), by demographics, June 2014
                                                                                                                                                                                              • Figure 90: Usage of standard tea, by demographics, June 2014
                                                                                                                                                                                              • Figure 91: Usage of specialty tea, by demographics, June 2014
                                                                                                                                                                                              • Figure 92: Usage of green tea, by demographics, June 2014
                                                                                                                                                                                              • Figure 93: Usage of fruit/herbal tea, by demographics, June 2014
                                                                                                                                                                                              • Figure 94: Usage of powdered tea mix, by demographics, June 2014
                                                                                                                                                                                              • Figure 95: Usage of tea pods/capsules, by demographics, June 2014
                                                                                                                                                                                              • Figure 96: Usage of ready to drink iced tea, by demographics, June 2014
                                                                                                                                                                                              • Figure 97: Usage of any coffee (net), by demographics, June 2014
                                                                                                                                                                                              • Figure 98: Usage of instant coffee, by demographics, June 2014
                                                                                                                                                                                              • Figure 99: Usage of regular coffee, by demographics, June 2014
                                                                                                                                                                                              • Figure 100: Usage of specialty hot coffee (eg latte, cappuccino), by demographics, June 2014
                                                                                                                                                                                              • Figure 101: Usage of iced coffee, by demographics, June 2014
                                                                                                                                                                                              • Figure 102: Usage of specialty cold coffee, by demographics, June 2014
                                                                                                                                                                                              • Figure 103: Usage of coffee pods/capsules, by demographics, June 2014
                                                                                                                                                                                              • Figure 104: Usage of chilled ready-to-drink coffee, by demographics, June 2014
                                                                                                                                                                                              • Figure 105: Usage of hot chocolate, by demographics, June 2014
                                                                                                                                                                                              • Figure 106: Repertoire of usage of tea, coffee and hot chocolate, by demographics, June 2014
                                                                                                                                                                                              • Figure 107: Average number of cups drunk of tea, coffee and hot chocolate, June 2014
                                                                                                                                                                                              • Figure 108: Number of cups drunk of tea, coffee and hot chocolate, by demographics, June 2014
                                                                                                                                                                                          • Appendix – The Consumer – Choice Factors

                                                                                                                                                                                              • Figure 109: Choice factors when buying tea, coffee and hot chocolate, June 2014
                                                                                                                                                                                              • Figure 110: Most popular choice factors when buying tea, coffee and hot chocolate, by demographics, June 2014
                                                                                                                                                                                              • Figure 111: Other choice factors when buying tea, coffee and hot chocolate, by demographics, June 2014
                                                                                                                                                                                          • Appendix – The Consumer – Locations for Consumption

                                                                                                                                                                                              • Figure 112: Locations for drinking tea, coffee and hot chocolate in the past month, June 2014
                                                                                                                                                                                              • Figure 113: Most popular locations for drinking tea, by demographics, June 2014
                                                                                                                                                                                              • Figure 114: Other locations for drinking tea, by demographics, June 2014
                                                                                                                                                                                              • Figure 115: Most popular locations for drinking coffee, by demographics, June 2014
                                                                                                                                                                                              • Figure 116: Other locations for drinking coffee, by demographics, June 2014
                                                                                                                                                                                              • Figure 117: Most popular locations for drinking hot chocolate, by demographics, June 2014
                                                                                                                                                                                              • Figure 118: Other locations for drinking hot chocolate, by demographics, June 2014
                                                                                                                                                                                          • Appendix – Consumer – Ownership of and Attitudes towards Single-Serve Machines

                                                                                                                                                                                              • Figure 119: Ownership of single-serve coffee makers, June 2014
                                                                                                                                                                                              • Figure 120: Ownership of single-serve coffee makers, by demographics, June 2014
                                                                                                                                                                                              • Figure 121: Coffee drinkers – CHAID table output, June 2014
                                                                                                                                                                                              • Figure 122: Tea Drinks – CHAID table output, June 2014
                                                                                                                                                                                              • Figure 123: Reasons for not being interested in a single-serve coffee maker, June 2014
                                                                                                                                                                                              • Figure 124: Main reasons for not being interested in a single-serve coffee maker, by demographics, June 2014
                                                                                                                                                                                              • Figure 125: Other reasons for not being interested in a single-serve coffee maker, by demographics, June 2014
                                                                                                                                                                                          • Appendix – The Consumer – Attitudes towards Coffee

                                                                                                                                                                                              • Figure 126: Attitudes towards coffee, June 2014
                                                                                                                                                                                              • Figure 127: Agreement with the statements ‘I am happy to take more time preparing coffee if I know that it will taste better’ and ‘I think that many flavoured coffees taste too sweet’, by demographics, June 2014
                                                                                                                                                                                              • Figure 128: Agreement with the statements ‘I rely on the caffeine hit of coffee to get me through the day’ and ‘I would pay more for ground/whole bean coffee in packaging that guarantees freshness’, by demographics, June 2014
                                                                                                                                                                                              • Figure 129: Agreement with the statements ‘I am interested in seasonal/limited time products (eg iced coffees in summer, festive drinks)’ and ‘I am interested in recreating coffee shop style drinks at home’, by demographics, June 2014
                                                                                                                                                                                              • Figure 130: Agreement with the statements ‘I would be interested in trying flavoured instant coffee’ and ‘Coffee pod/capsule machines are worth the cost for the better quality’, by demographics, June 2014
                                                                                                                                                                                              • Figure 131: Agreement with the statements ‘Information about product origins reassures me of high quality’ and ‘I sometimes find it hard to choose coffee due to the wide range of choice’, by demographics, June 2014
                                                                                                                                                                                              • Figure 132: Agreement with the statements ‘I prefer the taste of flavoured coffees to standard coffee’ and ‘I prefer decaffeinated coffee to standard coffee’, by demographics, June 2014
                                                                                                                                                                                          • Appendix – The Consumer – Attitudes towards Tea

                                                                                                                                                                                              • Figure 133: Attitudes towards tea, June 2014
                                                                                                                                                                                              • Figure 134: Agreement with the statements ‘Iced teas are suitable for drinking all year round’ and ‘I enjoy experimenting with different tea flavours’, by demographics, June 2014
                                                                                                                                                                                              • Figure 135: Agreement with the statements ‘Herbal teas are healthier than standard teas’ and ‘Tea is better for you than coffee’, by demographics, June 2014
                                                                                                                                                                                              • Figure 136: Agreement with the statements ‘I am interested in trying tea that offers added health benefits (eg added vitamin C)’ and ‘Ready-to-drink teas (eg iced tea) are a healthier alternative to soft drinks’, by demographics, June 2014
                                                                                                                                                                                              • Figure 137: Agreement with the statements ‘Loose leaf tea is better quality than tea bags’ and ‘It is worth paying more for specialty teas (eg oolong)’, by demographics, June 2014
                                                                                                                                                                                              • Figure 138: Agreement with the statements ‘I am willing to pay more for tea bags made from better quality material’ and ‘Ethical teas are worth paying more for’, by demographics, June 2014
                                                                                                                                                                                              • Figure 139: Agreement with the statements ‘I wish there were more flavours of ready-to-drink iced tea available’ and ‘It takes too much time to make tea using tea bags’, by demographics, June 2014
                                                                                                                                                                                          • Appendix – The Consumer – Hot Beverages and Chinese Canadians

                                                                                                                                                                                              • Figure 140: Selected demographics by total population against Chinese Canadians, June 2014
                                                                                                                                                                                          • Appendix – The Consumer – Target Groups

                                                                                                                                                                                              • Figure 141: Target groups, June 2014
                                                                                                                                                                                              • Figure 142: Target groups, by demographics, June 2014
                                                                                                                                                                                              • Figure 143: Hot beverage usage, by target groups, June 2014
                                                                                                                                                                                              • Figure 144: Choice factors when purchasing tea, coffee and hot chocolate, by target groups, June 2014
                                                                                                                                                                                              • Figure 145: Locations for drinking coffee in the past month, by target groups, June 2014
                                                                                                                                                                                              • Figure 146: Ownership of single-serve coffee makers, by Target Groups, June 2014
                                                                                                                                                                                              • Figure 147: Reasons for not being interested in owning a single-serve coffee maker, by target groups, June 2014
                                                                                                                                                                                              • Figure 148: Attitudes towards coffee, by target groups, June 2014

                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                          Tea and Coffee - Canada - September 2014

                                                                                                                                                                                          £3,199.84 (Excl.Tax)