Table of Contents
Introduction and Abbreviations
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- Introduction
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Coffee supply and production costs
- Departing from tradition
- Ground, whole bean, and RTD all increase
- Starbucks settles in beyond the coffeehouse
- Supermarket dominance, but focused growth in drug and mass channels
- The consumer—rich in niches
- Age
- Types of coffee
- Race/ethnicity
- Regular or decaf
- Social conscience and income
- Drinking—when and where
- Teens
- A stable future
Market Drivers
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- Introduction: the coffee crisis
- Fair trade and sustainable coffee reach premium products, major brands, and private label
- The rise and rise of specialty coffee
- Coffee competing with coffee shops, other out-of-home establishments as well as other beverages
- Coffee shops and other out-of-home establishments
- Other beverages
- Soft drinks
- Tea
- Coffee consumption: older drinkers rise to the top
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- Figure 1: U.S. population projections, by age groups, 2000-10
- Growth in Hispanics provides a small lift to the market
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- Figure 2: Hispanic and black share of historical and projected U.S. population growth, 2000-10
Market Size and Trends
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- Market size
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- Figure 3: Total U.S. retail sales of coffee through FDM*, at current and constant prices, 2001-06
- Figure 4: Graph: Total U.S. retail sales of coffee through FDM*, at current and constant prices, 2001-06
- Wal-Mart estimate
- Market trends
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- Figure 5: New product introductions for coffee in the U.S., 2001-06
Market Segmentation
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- Figure 6: Total U.S. retail sales of coffee through FDM*, by type, 2004 and 2006
- Ground coffee
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- Figure 7: Total U.S. retail sales of ground coffee through FDM*, at current and constant prices, 2001-06
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- Figure 8: Total U.S. retail sales of ground coffee (fresh and instant) through FDM*, by volume with average price per pound, 2001-06
- Instant coffee
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- Figure 9: Total U.S. retail sales of instant coffee through FDM*, at current and constant prices, 2001-06
- Whole bean coffee
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- Figure 10: Total U.S. retail sales of whole bean coffee through FDM*, at current and constant prices, 2001-06
- Ready-to-drink coffee beverages
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- Figure 11: Total U.S. retail sales of RTD coffee beverages through FDM*, at current and constant prices, 2001-06
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Supply Structure
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- Manufacturer sales
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- Figure 12: Manufacturer FDM* sales of coffee, 2005 and 2006
- Brands by segment
- Ground coffee
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- Figure 13: FDM* brand sales of ground coffee, 2005 and 2006
- Instant coffee
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- Figure 14: FDM* brand sales of instant coffee, 2005 and 2006
- Whole bean coffee
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- Figure 15: FDM* brand sales of whole bean coffee, 2005 and 2006
- Ready-to-drink coffee
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- Figure 16: FDM* brand sales of RTD coffee, 2005 and 2006
- Companies and brands
- Procter & Gamble (Folgers, Millstone)
- Kraft (Maxwell House, General Foods International Coffee, Yuban)
- Starbucks
- Nestlé (Taster’s Choice, Nescafé)
- Sara Lee Corporation (Hills Brothers, Chock full o’Nuts, MJB, Chase & Sanborn, Senseo)
- Eight O’Clock
- Private label
Advertising and Promotion
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- Introduction
- Procter & Gamble
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- Figure 17: Folgers Simply Smooth Ground Coffee TV ad, 2006
- Figure 18: Folgers Coffeehouse Series TV ad, 2006
- Kraft Foods, Inc.
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- Figure 19: Maxwell House Coffee TV ad, 2006
- Starbucks
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- Figure 20: Starbucks DoubleShot
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- Figure 21: Starbucks Frappuccino TV ad, 2006
- Nestlé USA
- Sara Lee Corporation
- Eight O’Clock Coffee
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- Figure 22: Eight O’Clock Coffee TV ad, 2006
Retail Distribution
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- Introduction
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- Figure 23: U.S. retail sales of coffee, by channel, 2004 and 2006
- Supermarkets
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- Figure 24: U.S. supermarket sales of coffee*, 2001-06
- Mass merchandisers
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- Figure 25: U.S. mass merchandiser sales of coffee*, 2001-06
- Drug stores
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- Figure 26: U.S. drug store sales of coffee, 2001-06
The Consumer
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- Introduction
- Summary
- Consumption of coffee
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- Figure 27: Consumption of coffee, by age, August 2006
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- Figure 28: Consumption of coffee, by race/ethnicity, August 2006
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- Figure 29: Consumption of coffee, by marital status, August 2006
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- Figure 30: Consumption of coffee, by employment status, August 2006
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- Figure 31: Consumption of coffee, by region, August 2006
- Usage of coffee by type
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- Figure 32: Household use of coffee, by age, January-September 2005
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- Figure 33: Household use of coffee, by race/ethnicity of respondent, January-September 2005
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- Figure 34: Household use of coffee, by region, January-September 2005
- Ground versus whole bean coffee use
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- Figure 35: Adult consumption of ground versus whole bean coffee, by race/ethnicity, January-September 2005
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- Figure 36: Adult consumption of ground versus whole bean coffee, by income, January-September 2005
- Frequency of coffee consumption
- Frequency of ground/whole bean coffee consumption; caffeinated and decaf
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- Figure 37: Daily amount of ground/whole bean coffee consumed, by caffeine/decaf, January-September 2005
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- Figure 38: Daily amount of ground/whole bean coffee consumed, by age, January-September 2005
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- Figure 39: Daily amount of ground/whole bean coffee consumed, by race/ethnicity, January-September 2005
- Frequency of instant/freeze-dried coffee
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- Figure 40: Daily amount of instant/freeze-dried coffee consumed, by race/ethnicity, January-September 2005
- International flavored instant coffee
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- Figure 41: Regular versus sugar-free international flavored instant coffee, by age, January-September 2005
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- Figure 42: Flavor preferences for international flavored instant coffee, by age, January-September 2005
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- Figure 43: Flavor preferences for international flavored instant coffee, by race/ethnicity, January-September 2005
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- Figure 44: Flavor preferences of international flavored instant coffee, by region, January-September 2005
- Type of coffee bought
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- Figure 45: Types of coffee bought, by age, August 2006
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- Figure 46: Types of coffee bought, by household income, August 2006
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- Figure 47: Types of coffee bought, by race/ethnicity, August 2006
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- Figure 48: Types of coffee bought, by employment status, August 2006
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- Figure 49: Types of coffee bought, by region, August 2006
- Regular or decaf?
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- Figure 50: Consumption of caffeinated or decaffeinated coffee, by gender, August 2006
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- Figure 51: Consumption of caffeinated or decaffeinated coffee, by age, August 2006
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- Figure 52: Consumption of caffeinated or decaffeinated coffee, by region, August 2006
- Reasons for drinking coffee
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- Figure 53: Reasons for drinking coffee, by age, August 2006
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- Figure 54: Reasons for drinking coffee, by race/ethnicity, August 2006
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- Figure 55: Reasons for drinking coffee, by employment status, August 2006
- When respondents drink coffee
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- Figure 56: Time of day of coffee consumption, by age, August 2006
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- Figure 57: Time of day of coffee consumption, by region, August 2006
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- Figure 58: Time of day of coffee consumption, by employment status, August 2006
- Quitting the coffee habit
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- Figure 59: Willingness to give up coffee, by age, August 2006
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- Figure 60: Willingness to give up coffee, by race/ethnicity, August 2006
- Reasons for wanting to give up coffee
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- Figure 61: Reasons for giving up coffee, August 2006
- Teenage coffee drinking
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- Figure 62: Consumption of coffee by teens, by gender, August 2006
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- Figure 63: Where teens normally drink coffee, by gender August 2006
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- Figure 64: Teen consumption of caffeinated or decaffeinated coffee, by gender, August 2006
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- Figure 65: Time of day of coffee consumption, by age, August 2006
Future and Forecast
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- Future trends
- Market forecast
- Total coffee at FDM
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- Figure 66: Forecast of total U.S. FDM sales of coffee, at current and constant prices, 2006-11
- Ground coffee
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- Figure 67: Forecast of U.S. FDM sales of ground coffee, at current and constant prices, 2006-11
- Instant coffee
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- Figure 68: Forecast of U.S. FDM sales of instant coffee, at current and constant prices, 2006-11
- Whole bean coffee
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- Figure 69: Forecast of U.S. FDM sales of whole bean coffee, at current and constant prices, 2006-11
- RTD coffee beverages
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- Figure 70: Forecast of U.S. FDM sales of RTD coffee beverages, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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