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Description

Description

"Canadians love coffee, though what they expect of the category varies. Some look to explore and experiment with new and different types of coffee, while for others, coffee is a ritualistic morning pick-me-up that they don’t want to mess with. Whether one is actively interested in exploring new innovations in the category is highly dependent on one’s age or generation. Younger consumers, for instance, prove to be more interested in newer types of coffee, while this passion for exploration softens with age. Furthermore, foodservice is the means by which many young Canadians are introduced to coffee and, as such, these out-of-home brands prove to be particularly important as consumers shift to in-home consumption behaviour as they age. More than ever, the in- and out-of-home occasions appear to be linked, supporting the importance of having a multi-channel strategy to support sustained growth."
- Joel Gregoire, Associate Director - Food & Drink

This Report looks at the following areas:

  • Younger consumers are somewhat less likely to drink coffee
  • Two-thirds of consumers look to limit their coffee intake
  • Just one-fifth of coffee drinkers show active interest in innovation

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
        • Consumer data:
          • Market size:
          • Executive Summary

            • Overview
              • The issues
                • Younger consumers are somewhat less likely to drink coffee
                  • Figure 1: Share of consumers that don’t drink coffee, by age, June 2018
                • Two-thirds of consumers look to limit their coffee intake
                  • Figure 2: “It is important to limit the amount of coffee you drink” (% agree), by gender, June 2018
                • Just one-fifth of coffee drinkers show active interest in innovation
                  • Figure 3: Interest in coffee innovation, June 2018
                • The opportunities
                  • Coffee sales are growing in Canada
                    • Figure 4: Total Canadian volume sales and fan chart forecast of coffee market, at current prices, 2012-23
                  • Most Canadians are willing to pay for premium coffee
                    • Figure 5: Attitudes towards coffee (% agree), June 2018
                  • Coffee innovation is an opportunity to reach younger consumers
                    • Figure 6: Interest in coffee innovation, by age, June 2018
                  • What it means
                  • The Market – What You Need to Know

                    • Coffee sales continues to grow
                      • Coffee shop sales also experience sustained growth
                        • Perceived financial health improves in 2018
                        • Market Size and Forecast

                          • Coffee sales continue to grow
                            • Figure 7: Retail Canadian value sales and fan chart forecast of coffee market, at current prices, 2012-23
                            • Figure 8: Retail Canadian value sales and forecast of market, at current prices, 2011-23
                            • Figure 9: Total Canadian volume sales and fan chart forecast of coffee market, at current prices, 2012-23
                          • Coffee shop sales also experience sustained growth
                            • Figure 10: Canadian value sales and fan chart forecast of coffee shop market, at current prices, 2012-23
                        • Market Factors

                          • Perceived financial health improves in 2018
                            • Figure 11: Perception of financial health, January/February 2015-18
                            • Figure 12: How extra money is spent (selected categories), 2018 vs 2017, January 2018
                        • Key Players – What You Need to Know

                          • Focus on experience driving increased consumer engagement
                            • Coffee’s third-wave delivers new innovation
                              • Coffee expanding into new formats, flavours and benefits to broaden base of drinkers
                              • What’s Working?

                                • Focus on experience driving increased consumer engagement
                                • Challenges

                                  • Tim Hortons’ brand takes a hit with Canadians
                                    • Starbucks receives negative press due to in-store incident
                                    • What’s Next?

                                      • Coffee’s third-wave delivers new innovation
                                        • Figure 13: Four Sigmatic Mushroom Coffee Mix with Cordyceps and Chaga (US), May 2016
                                      • Lines will continue to blur between the in- and out-of-home coffee experience
                                        • Coffee expanding into new formats, flavours and benefits to broaden base of drinkers
                                          • Figure 14: Coca-Cola Plus Cola Drink (Australia), November 2017
                                          • Figure 15: Starbucks Double Shot White Chocolate Flavoured Energy and Fortified Drink (Canada), April 2018
                                          • Figure 16: La Colombe Triple Draft Latte (US), March 2018
                                          • Figure 17: Upruit Mint Ginger Hibiscus Sparkling Coffee (US), January 2018
                                          • Figure 18: Rise Brewing Co. Seasonal Nitro Blood Orange Coffee (US), October 2017
                                          • Figure 19: President’s Choice Nitro Black Cold Brew Coffee (Canada), June 2018
                                          • Figure 20: Stok Cold Brew Espresso Creamed Protein Coffee Beverage (US), March 2018
                                          • Figure 21: Hershey’s Organic Forto Coffee Shot Chocolate Latte (Canada), June 2018
                                          • Figure 22: REBBL Reishi Cold-Brew Super Herb Powdered Coconut-Milk Elixr (US), October 2017
                                        • The process for making coffee can enhance its perception
                                        • The Consumer – What You Need to Know

                                          • Engaging younger consumers is key to driving growth
                                            • Price and brand prove most important when choosing coffee
                                              • Most consumers look to limit their coffee consumption
                                                • Canadians have different perceptions of operators
                                                • Coffee Usage

                                                  • Engaging younger consumers is key to driving growth
                                                    • Figure 23: Non-coffee consumption, by age, June 2018
                                                    • Figure 24: Where coffee is consumed, by age, June 2018
                                                  • Age influences the coffee format consumers choose
                                                    • Figure 25: Coffee consumption at home, June 2018
                                                    • Figure 26: Coffee consumption at home, by age, June 2018
                                                    • Figure 27: Coffee consumption at home, by household income, June 2018
                                                    • Figure 28: Coffee consumption at home, by parental status, June 2018
                                                  • Tim Hortons continues its dominance in out-of-home coffee
                                                    • Figure 29: Where coffee was purchased when out of home, June 2018
                                                    • Figure 30: Where coffee was purchased when out-of-home, by age, June 2018
                                                  • Chinese Canadians are more likely to get coffee from foodservice
                                                  • Considerations When Choosing Coffee

                                                    • Price and brand prove most important when choosing coffee
                                                      • Figure 31: Important considerations when choosing coffee, June 2018
                                                      • Figure 32: Importance of price and brand, by age, June 2018
                                                    • Canadians prefer strong-flavoured coffee
                                                        • Figure 33: Coffee flavour preferences, by generation, June 2018
                                                        • Figure 34: Importance of new coffee flavours, by generation, June 2018
                                                        • Figure 35: Nestlé Coffee-Mate 2 in 1 Coffee + Creamer with French Vanilla Flavour (US), July 2018
                                                      • “The bean” proves most important when communicating origin
                                                        • Figure 36: Origin considerations, under-45s vs over-45s, June 2018
                                                        • Figure 37: Importance of bean type, by household income, June 2018
                                                    • Interest in Coffee Innovation

                                                      • Areas of interest in innovation clustered together
                                                        • Figure 38: Interest in coffee innovation, June 2018
                                                      • Younger consumers more interested in coffee innovation
                                                        • Figure 39: Interest in coffee innovation, by age, June 2018
                                                      • Less traditional options hold particular appeal with the iGeneration
                                                        • Figure 40: Interest in cold-brew coffee and coffee blended with other drinks, by generation, June 2018
                                                        • Figure 41: Keepers Citrus Sparkling Coffee (US, November 2017)
                                                      • Coffee with perceived health-related benefits hold particular appeal with young women
                                                        • Figure 42: Almond Bliss Cold Brew Coffee Almond Beverage (Canada, October 2017)
                                                        • Figure 43: Interest in coffee made with dairy alternatives and functional benefits, women 18-24 vs overall, June 2018
                                                        • Figure 44: Reflex Nutrition Protein Coffee (UK, June 2018)
                                                      • Out-of-home branding bridges the gap between coffee at in-home and foodservice
                                                        • Figure 45: Where coffee is consumed, by generation, June 2018
                                                        • Figure 46: Interest in restaurant-branded coffee cold in store, by generation, June 2018
                                                    • Attitudes towards Coffee

                                                      • Most Canadians discern between “good” and “bad” coffee
                                                        • Figure 47: Attitudes towards coffee (% agree), June 2018
                                                        • Figure 48: Coffee shops have higher quality coffee than what is typically made at home (% agree), by generation, June 2018
                                                        • Figure 49: “There is a noticeable difference between good and bad coffee” and “the way coffee is brewed impacts its quality” (% agree), by generation, June 2018
                                                      • Most consumers look to limit their coffee consumption
                                                        • Figure 50: “It is important to limit the amount of coffee you drink” (% agree), by gender, June 2018
                                                    • The Foodservice Environment

                                                      • Canadians have different perceptions of operators
                                                        • Figure 51: Correspondence analysis – Symmetrical map – Coffee and coffee shops, July 2018
                                                        • Figure 52: Association with coffee shops, July 2018
                                                      • Age impacts associations made with operators
                                                        • Starbucks
                                                          • Figure 53: Association with Starbucks, iGeneration vs overall, July 2018
                                                        • McDonald’s
                                                          • Figure 54: Association with McDonald’s (select), over-55s vs overall, July 2018
                                                        • Tim Hortons
                                                          • Figure 55: Association with Tim Hortons (select), over-55s vs overall, July 2018
                                                        • Price is a concern, but not a barrier to drinking coffee at foodservice
                                                          • Half of consumers say there are not enough seats at coffee shops
                                                            • Figure 56: Coffee shops often don’t offer enough places to sit (% agree), students vs non-students, July 2018
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Consumer survey data
                                                              • Consumer qualitative research
                                                                • Correspondence analysis
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Terms

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