Monday, 6 October 2014

US Coffee Market 2014 - Global Market Size, share, trend , growth and strategy


Coffee manufacturers face increased competition both from within their own category and from other beverages. Consumers are embracing the choice and variety of coffee options and from other beverages, but with a slowly improving economy, manufacturers will be challenged to maintain consumer interest in in-home coffee consumption.

Table of Content

Scope and Themes

What you need to know
Data sources
Sales data
Consumer survey data
Abbreviations and terms

Executive Summary

Quest for flavor and convenience will fuel the coffee category’s continued growth
Figure 1: Total US sales and fan chart forecast of coffee, at current prices, 2009-19
Coffeehouse flavors could inspire in-home options
Figure 2: Top 10 coffee types menued at coffeehouses and donut shops, by incidence, Q3 2010-Q3 2013
Consumers of all types drink less coffee as the day progresses
Figure 3: Time of day for consuming coffee prepared at home, by any consumption – Types of coffee, June 2014
Multi-serve drip coffee makers remain the norm in most households
Figure 4: Coffee brewer ownership, by generations, June 2014
Convenience, ease of use lead reasons behind choice of coffee machine
Figure 5: Reasons for purchasing preferred coffee brewer, by gender and age, June 2014
Roast coffee share slips, while single-cup gains
Figure 6: Total US retail sales and forecast of coffee, by segment, at current prices, 2009-19, in millions
Single-cup coffee, RTD companies offset declines from roast, instant manufacturers
Figure 7: MULO market share of coffee sales, by leading companies, 52 weeks ending June 15, 2014
Consumers aged 18-34 most likely to drink single-cup, RTD coffee
Figure 8: Personal coffee consumption prepared at home – Any consumption, by gender and age, June 2014
Potential for healthy coffee innovation
Figure 9: Any Agreement with attitudes and behaviors toward coffee, by any consumption of coffee, June 2014
What we think

Issues and Insights

Pods could resonate with older consumers, though perhaps not single-cup
Insight: Forthcoming pod carafe machines could entice older consumers to the pod
Energy drinks emerge as coffee substitute – can they take over coffee’s turf?
Insight: Coffee can serve as a natural energy booster
Can RTD coffees expect the same growth as single-cup?
Insight: RTDs should capitalize on Millennial interest with flavorful coffees that embrace other attributes

Trend Applications

Trend: Who are the Joneses?
Trend: Minimize Me
Trend: Secret, Secret

Market Size and Forecast

Key points
Coffee growing but slowing
Figure 10: Total US sales and forecast of coffee, at current prices, 2009-19
Figure 11: Total US sales and forecast of coffee, at inflation-adjusted prices, 2009-19
Single-cup propels the coffee category to continued growth
Figure 12: Total US sales and fan chart forecast of coffee, at current prices, 2008-18
Forecast methodology

Market Drivers

Key points
Commodity prices of coffee rise dramatically
Figure 13: Monthly average price for raw coffee supplies, January 2012-June 2014
Millennials growing and embracing quick, convenient options
Figure 14: US population, by generation share, 2014
Diverse population drinking a diversity of coffee drinks
Figure 15: Personal daily consumption of coffee at home, by volume (mean), by race/ethnicity origin, June 2014

Competitive Context

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