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United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA
Destiny is not a matter of chance, it is a matter of choice
Methodology Nationally representative sample 2,950 persons, 18 years and older Random digit telephone interviews January 2002
Definitions Total coffee –All coffee types - traditional and gourmet coffee beverages Gourmet coffee beverages –Espresso based beverages – cappuccino, espresso, latte and café mocha –Iced/iced blended coffee – blended and frozen coffee drinks –Gourmet coffee Gourmet coffee –Premium whole bean or ground varieties
Total Coffee Number Drinking in Thousands
Renewed Consumer Focus
1990S Transition Staple Beverage Social & Gourmet Beverage
Percent of Population Drinking Gourmet Coffee Beverages Daily
Occasional Consumption of Gourmet Coffee Beverages
10 Percent of Americans Drink Gourmet Coffee Daily
13 percent of Americans Drink Gourmet Coffee Beverages Daily
Cups per Drinker – Gourmet Coffee Beverages
Purchase of Cause-Related Coffee Percent of Past Week Traditional Coffee Only Drinkers
Long Term Trends Total Coffee Percent of Population Drinking Yesterday
Percent of Population Drinking Coffee (Total) Daily
Cups per Drinker – Total Coffee
Occasional Consumption of Coffee (Total)
Occasional Drinkers Daily Drinkers
COMMODITY Product in The Market Place
Market Place Taste profiles Types and varieties used Consumer attributes Embrace differentiation
N ATIONAL C OFFEE D RINKING T RENDS © 2012 National Coffee Association of U.S.A., Inc.
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