Table of Contents
Introduction & Abbreviations
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- Introduction
- Other relevant reports
- Definitions
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Ground coffee declining
- Declining prices and consumption
- Growing segments, beans and rtd
- Starbucks at home
- Attracting new customers
- Supermarkets lead sales
- Older consumers drink more coffee
- The future: healthy coffee with a heart?
- Gourmet nation
- Coffee at home will continue to decline
Market Drivers
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- Introduction: the global coffee crisis
- Lower prices, lower consumption, equals declining market
- Coffee competing with…
- …coffee
- …other beverages
- …coffee shops
- Fair trade and sustainable coffees
- Specialty coffee
- Starbucks’ continued growth
- “Old” coffee versus “young” coffee
Market Size & Trends
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- Figure 1: U.S. retail sales of coffee through FDM*, at current prices, 1998-2003
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Market Segmentation
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- Overview
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- Figure 2: Sales of coffee through food, drug, and mass merchandisers*, by type, 2001 and 2003
- Graph 1: Sales of coffee through FDM*, by type, 2003**
- Ground coffee
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- Figure 3: Sales of ground coffee through FDM*, 1998-2003**
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- Figure 4: Sales of ground coffee, by volume with average price per pound through FDM*, 1998-2003**
- Instant coffee
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- Figure 5: Sales of instant coffee through FDM*, 1998-2003**
- Whole bean coffee
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- Figure 6: Sales of whole bean coffee through FDM*, 1998-2003**
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- Figure 7: Sales of whole bean coffee, by volume with average price per pound through FDM*, 1998-2003**
- Ready-to-drink coffee beverages
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- Figure 8: Sales of RTD coffee beverages through FDM*, 1998-2003**
Supply Structure
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- Foreign trade
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- Figure 9: U.S. imports of coffee and coffee products, by volume, by exporting country, 2000 and 2002
- Figure 10: U.S. imports of coffee and coffee products, customs value, by exporting country, 2000 and 2002
- Manufacturer sales
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- Figure 11: Manufacturer FDM* sales of coffee, 2001 and 2003
- Brand sales by segment
- Ground coffee
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- Figure 12: FDM* brand sales of ground coffee, 2001 and 2003
- Instant coffee
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- Figure 13: FDM* brand sales of instant coffee, 2001 and 2003
- Whole bean coffee
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- Figure 14: FDM* brand sales of whole bean coffee, 2001 and 2003
- Ready-to-drink coffee
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- Figure 15: FDM* brand sales of ready-to-drink coffee, 2001 and 2003
- Companies and brands
- Procter & Gamble (Folgers, Millstone)
- Kraft Foods, Inc. (Maxwell House, General Foods International Coffees)
- Starbucks
- Nestlé, USA (Taster’s Choice, Nescafé)
- Sara Lee Corporation (Hills Bros, Chock full o’ Nuts)
- Private Label
Advertising & Promotion
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- Introduction
- Company activity
- Procter & Gamble
- Kraft Foods, Inc.
- Starbucks
- Nestlé, USA
- Sara Lee Corporation
Retail Distribution
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- Introduction
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- Figure 16: U.S. retail sales of coffee, by channel, 2001 and 2003
- Supermarkets
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- Figure 17: U.S. supermarket sales of coffee, 1998-2003
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- Figure 18: Top supermarkets, by number of stores, March 2003
- Figure 19: Top supermarket retailers, by sales, financial years ending 2002 and 2003
- Other retailers
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- Figure 20: U.S. mass merchandisers sales of coffee, 1998-2003
- Figure 21: U.S. drug store sales of coffee, 1998-2003
The Consumer
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- Introduction
- Adult coffee consumption
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- Figure 22: Household use of coffee, 2001-03
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- Figure 23: Household use of coffee, by age, June 2002-May 2003
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- Figure 24: Household use of coffee, by race/ethnicity of respondent, June 2002-May 2003
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- Figure 25: Household use of coffee, by region, June 2002-May 2003
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- Figure 26: Household selection of other coffee types compared to primary coffee choice, June 2002-May 2003
- Forms of coffee purchased
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- Figure 27: Forms of coffee adults buy, November 2003
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- Figure 28: Forms of coffee adults buy, by region, November 2003
- Ground/whole bean coffee
- Ground versus whole bean coffee use
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- Figure 29: Adult consumption of ground versus whole bean coffee, by race/ethnicity, June 2002-May 2003
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- Figure 30: Adult consumption of ground versus whole bean coffee, by household income, June 2002-May 2003
- Daily ground/whole bean coffee use
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- Figure 31: Daily amount of ground/whole bean coffee consumed, by age, June 2002-May 2003
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- Figure 32: Daily amount of ground/whole bean coffee consumed, by race/ethnicity, June 2002-May 2003
- Instant\freeze-dried coffee
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- Figure 33: Daily amount of instant/freeze-dried coffee consumed, by race/ethnicity, June 2002-May 2003
- Flavored instant coffee
- Types of flavored instant coffee used
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- Figure 34: Regular versus sugar-free flavored instant coffee, by age, June 2002-May 2003
- Flavors of flavored instant coffee used
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- Figure 35: Flavor preferences of flavored instant coffee, by age, June 2002-May 2003
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- Figure 36: Flavor preferences of flavored instant coffee, by race/ethnicity, June 2002-May 2003
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- Figure 37: Flavor preferences of flavored instant coffee, by region, June 2002-May 2003
- Brand types of coffee purchased at the grocery store
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- Figure 38: Types of coffee adults buy at the grocery store, November 2003
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- Figure 39: Types of coffee adults buy at the grocery store, by age, November 2003
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- Figure 40: Types of coffee adults buy at the grocery store, by household income, November 2003
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- Figure 41: Types of coffee adults buy at the grocery store, by region, November 2003
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- Figure 42: Types of coffee adults buy at the grocery store, cross-tabulated by formulation, November, 2003
- Caffeinated and decaffeinated coffee
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- Figure 43: Caffeinated/decaffeinated coffee use among ground/whole bean and instant/freeze-dried coffee users, by age, June 2002-May 2003
- Home coffee consumption, weekend vs weekday
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- Figure 44: Adult consumption of coffee at home, weekend vs weekday, November 2003
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- Figure 45: Adult consumption of coffee at home, weekend vs weekday, by age, November 2003
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- Figure 46: Adult consumption of coffee at home, weekend vs weekday, by household income, November 2003
- Reasons for drinking coffee
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- Figure 47: Reasons adults drink coffee, November 2003
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- Figure 48: Reasons adults drink coffee, by gender, November 2003
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- Figure 49: Reasons adults drink coffee, by age, November 2003
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- Figure 50: Reasons adults drink coffee, by household income, November 2003
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- Figure 51: Reasons adults drink coffee, by race/ethnicity, November 2003
- Coffee-making equipment
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- Figure 52: Ownership of home coffee equipment, June 2002-May 2003
- Summary
Future & Forecast
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- Future trends
- Innovations in packaging
- Developments in preparation
- Leveraging name appeal
- If it worked for tea…expanding coffee’s lifestyle image to include wellness
- Cause-related and organic coffees
- Improving coffee quality
- Market forecast
- Overview – continued decline in sales
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- Figure 53: Forecast of total U.S. FDM sales of coffee, at current prices, 2003-2008
- Forecast Factors
Market Size & Segmentation—Update
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- Overview
- The coffee market
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- Figure 54: Sales of coffee through food, drug, and mass merchandisers*, by type, 2004 and 2005
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- Figure 55: Graph: Sales of coffee through FDM*, by type, 2005**
- Ground coffee
- Instant coffee
- Whole bean coffee
- Ready-to-drink coffee beverages
- Organic coffee
- Overall organic sales
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- Figure 56: Total foods and organic foods consumer sales and penetration, 1997-2003
- Figure 57: Sales of organic coffee through natural food channel, 2004 and 2005
- Organic outlet sales
Appendix: Trade Associations
Appendix: New Product Briefs
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