Coffee - US - September 2013
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- September 2013
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“Variety has fueled growth and led to a boost in sales for coffee manufacturers. However, Mintel research finds that many new products have yet to interrupt consumers’ everyday coffee rituals, namely, a cup of roasted ground coffee prepared in a standard drip coffee maker. Manufacturers must find ways to introduce new products into consumer routines through emphasis on affordability, flavor, and enjoyment.”
– Jennifer Zegler, Beverage Analyst
Some questions answered in this report include:
The coffee category has welcomed a range of new products, including ongoing launches in single-cup coffee and a new generation of ready-to-drink and cold-brew coffees. Mintel research finds that these coffee innovations are finding a willing audience in consumers aged 18-48. Yet, while these Matrix through Generation X coffee drinkers explore new niches, Baby Boomers and older consumers are still clutching their mugs of ground coffee brewed in a standard drip brewer.
In addition to the challenge of introducing new coffee products, the retail coffee market continues to face off against coffee houses, donut shops, convenience stores, and restaurants. These outlets offer variety and convenience, but were deemed by many as an excess during the economic recession. In the subsequent recovery, consumers are discovering more room in the budget for out-of-home purchases, suggesting that retail manufacturers must encourage them to stay at home with new, yet affordable, coffee varieties.
This report includes packaged coffee and prepared coffee beverages sold for home preparation and/or consumption. The following types of coffee are included:
Excluded are coffee substitutes, additives, flavorings, and syrups, including those used to make specialty coffee drinks and frozen coffee beverages at home. Bulk bin coffee beans (not packaged) also are excluded regardless of where sold. Also excluded is coffee sold through foodservice, such as coffee shops, restaurants, and vending machines.
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