| Non-Alcoholic Beverages 2015 Contact Datassential: 312...
Transcript of | Non-Alcoholic Beverages 2015 Contact Datassential: 312...
MenuTrends Keynote | Non-Alcoholic Beverages 2015 1 Contact Datassential: 312-655-0594
NON-ALCOHOLIC BEVERAGES
THE KEYNOTE REPORT
Brian Darr 312-655-0594 [email protected]
May 2015 MENUTRENDS KEYNOTE
SAMPLE SLIDES get the full report: 312-655-0594 or [email protected]
MenuTrends Keynote | Non-Alcoholic Beverages 2015 2 Contact Datassential: 312-655-0594 For the first time Datassential’s MenuTrends Keynote
Series is leveraging the power of MenuTrends, our trend-
tracking database, and combining it with extensive consumer
and operator survey data, from motivations to behaviors to
opportunities, in order to bring together trends, data, and
insights in a comprehensive report that dives deep into key
industry topics and categories.
For more details, please contact Brian Darr at: 312-655-0594 or [email protected]
The new MenuTrends Keynote on Appetizers details what consumers are already ordering, what they are interested in trying, and how that compares to the appetizers that operators are menuing. We asked consumers for their thoughts on a wide range of appetizer options, flavors, trends, and ingredients, uncovering preferences and motivations with direct implications for both foodservice and retail segments. We combined this with operator data on menuing, purchases, and brand preferences, and leveraged the power of MenuTrends, our trend-tracking menu database, for this one-of-a-kind MenuTrends Keynote series that comprehensively explores topics and categories central to the industry. The MenuTrends Keynote Appetizer report will be an invaluable resource to help you understand the away-from-home and at-home, appetizer landscape detailing consumers’ behavior, motivations, and preferences.
Upcoming Topics 2015
* Burgers * Kids Menus
* BBQ & Southern * Salads
* The New Healthy * Side Dishes
* Alcoholic Beverages
Every week, two out of three Americans eat pizza. In fact, the average consumer orders pizza away-from-home five times a month. Datassential's MenuTrends Keynote on Pizza is a comprehensive overview of this consumer favorite, from the types of pizza consumers are eating to where they are eating it - and the barriers that prevent them from choosing pizza. We cover how operators are currently menuing pizza, break down daypart consumption, and look at the pizza products that matter most to operators. In this report we also bring you menu data and growth, plus consumer interest, on trending pizza ingredients and concepts, including premium meats and cheeses, unique vegetables and greens, gluten-free crusts, ethnic influences, innovative sauces, flatbreads, and so much more.
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OBJECTIVES &
METHODOLOGY KEY INSIGHTS MEGATRENDS
INGREDIENT
SPOTLIGHT TEA
24
118 48
32
CONTENTS
SODA &
CSDs
JUICE
150
171
BOTTLED
WATER
ENHANCED WATER
& SPORTS DRINKS
ENERGY
DRINKS 204 217
SMOOTHIES &
SHAKES MILK
250
194
230
BEVERAGE
TOPPERS &
FLAVORS 259
PRODUCT
OPPORTUNITIES 261
click to jump to a section
15
LANDSCAPE
24
COFFEE
72
APPENDIX SUPPLEMENTAL DATA
OPERATORS
340
12
263
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SHOW, BUT DON’T GIVE OR LEAVE BEHIND
This report can be presented live or via webinar, but can not be distributed to outside companies.
If your company has purchased this report, you are encouraged to excerpt key exhibits and build them into your own presentations.
However, you should not provide significant sections of this report to any outside company without express written consent from Datassential.
MenuTrends Keynote | Non-Alcoholic Beverages 2015 5 Contact Datassential: 312-655-0594
EXHIBIT GUIDE Landscape
Beverages Penetration by Segment
Beverage Menu Avg. Sizes
Average Beverage Prices
Beverage Timeline
BUZZ Daily Beverage Incidence
BUZZ Beverage Incidence by Daypart
BUZZ Beverage Appeal by Need State
MegaTrends
MAC: Beverages
MegaTrends Interest Rating, by Age
Hot Broth / Bouillon
Latin Specialties
Mexican Hot Chocolate
Green Juices / Smoothies
Mocktails
Natural Sweeteners
Non-Dairy Milks
Premium Ingredients
Small Batch / Craft Sodas
Vitamin / Superfood Supplements
Seasonal Soda Flavors
NA Fruit Ciders
Seasonal Coffee & Tea Flavors
Ingredient Spotlight
MAC: Beverage Flavors
Blood Orange, Time Trend
25
26
27
28
29
30
31
32
33
34, 335
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50-51
Ingredient Spotlight (cont’d)
Greens, Time Trend
Lavender, Time Trend
Coconut Water, Time Trend
Ginger Beer, Time Trend
Matcha, Time Trend
Mint, Time Trend
Pomegranate, Time Trend
Nostalgic Dessert Flavors, Time Trend
Pineapple, Time Trend
Beverages: Seasonal Ingredients & Flavors
Cold Beverage Interest
Hot Brewed Coffee
MAC: Hot Coffee
Penetration by Segment
Menu Avg. Sizes
Avg. Prices
Top Varieties/Flavors
Top Varieties by Segment
Top Varieties by Region
Varieties: Fastest Growing
Trending Coffee Terms
Hot Specialty Coffee
Penetration by Segment
Menu Avg. Sizes
Avg. Prices
Top Varieties/Flavors
52-53
54-55
56-57
58-59
60-61
62-63
64-65
66-67
68-69
70
71, 321-322
72
73
74
75
76
77
78
79
80
81
82
83
84
85
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EXHIBIT GUIDE Hot Specialty Coffee (cont’d)
Top Varieties by Segment
Top Varieties by Region
Varieties: Fastest Growing
Trending Terms
Iced Coffee
MAC: Iced Coffee
Penetration by Segment
Menu Avg. Sizes
Avg. Prices
Top Ingredients/Terms
Top Ingredients/Terms by Segment
Top Ingredients/Terms by Region
Ingredients/Terms Fastest Growing
Specialty Iced Coffee
Penetration by Segment
Menu Avg. Sizes
Avg. Prices
Top Ingredients/Terms
Top Ingredients/Terms by Segment
Top Ingredients/Terms by Region
Ingredients/Terms: Fastest Growing
Coffee Consumption
Coffee: Incidence
Hot Coffee: Incidence by Daypart
Iced Coffee: Incidence by Daypart
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
Coffee Consumption (cont’d)
Coffee & Specialty Coffee: Frequency
Hot Coffee & Specialty Coffee: AH vs. AFH
Iced Coffee & Specialty Coffee: AH vs. AFH
Coffee & Specialty Coffee: Attribute Importance
Coffee & Specialty Coffee: Overall Perceptions
Coffee & Specialty Coffee: Barriers AH vs. AFH
Coffee & Specialty Coffee; Drivers AH vs. AFH
Coffee Varieties Interest
Coffee Brands Interest
Hot Tea
MAC: Flavors & Ingredients
Penetration by Segment
Menu Avg. Sizes
Avg. Prices
Top Varieties/Flavors
Top Varieties by Segment
Top Varieties by Region
Varieties: Fastest Growing
Top Flavors: by Segment & Region
Noteworthy Trending Ingredients & Terms
Iced Tea
MAC: Flavors & Ingredients
Penetration by Segment
Menu Avg. Sizes
Avg. Prices
Top Brands/Flavors
108
109
110
111, 268
112, 269
113, 270-271
114, 272-273
115, 310-311
116-117,
312-315
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
MenuTrends Keynote | Non-Alcoholic Beverages 2015 7 Contact Datassential: 312-655-0594
EXHIBIT GUIDE Iced Tea (cont’d)
Top Brands/Flavors by Segment
Top Brands/Flavors by Region
Brands/Flavors: Fastest Growing
Trending Terms
Tea Consumption
Incidence
Incidence by Daypart
Frequency
AH vs. AFH
Attribute Importance
Overall Perceptions
Barriers: AH vs. AFH
Drivers: AH vs. AFH
Tea Varieties Interest
Tea Brands Interest
Soda & Carbonated Soft Drinks
MAC: Brands
MAC: Flavors & Ingredients
Penetration by Segment
Menu Avg. Sizes
Avg. Prices
Top Menued Brands
Top Menued Brands by Segment
Top Menued Brands by Region
Brands: Fastest Growing
135
136
167
138
139
140
141
142
143, 274
144, 275
145, 276-277
146, 278-279
147-148,
317-318
149, 319-320
150
151
152
153
154
155
156
157
158
159
Soda & Carbonated Soft Drinks (cont’d)
Top Menued Flavors: by Segment & Region
Noteworthy Trending Ingredients & Terms
Soda & Carbonated Soft Drinks Consumption
Incidence
Incidence by Daypart
Frequency
AH vs. AFH
Attribute Importance
Overall Perceptions
Barriers: AH vs. AFH
Drivers: AH vs. AFH
Brands Interest
Juice & Lemonade
Juice Penetration by Segment
Juice Menu Avg. Sizes
Juice Avg. Prices
Top Menued Juice Varieties
Top Menued Juice Varieties by Segment
Top Menued Juice Varieties by Region
Juice Varieties: Fastest Growing
Juice Trending Terms
Lemonade Penetration by Segment
Avg. Lemonade Prices
Top Lemonade Flavors/Terms
Trending Lemonade Flavors/Terms
160
161
162
163
164
165
166, 286
167, 287
168, 288-289
169, 290-291
170, 323-324
171
172
173
174
175
176
177
178
179
180
181
182
183
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EXHIBIT GUIDE Juice & Lemonade Consumption
Incidence
Incidence by Daypart
Frequency
AH vs. AFH
Attribute Importance
Overall Perceptions
Barriers: AH vs. AFH
Drivers: AH vs. AFH
Juice Interest
Juice & Smoothie Brands Interest
Bottled Water
Penetration by Segment
Avg. Prices
Top Menued Brands
Top Menued Brands by Segment
Top Menued Brands by Region
Brands: Fastest Growing
Water Consumption
Incidence
Incidence by Daypart
AH vs. AFH
Enhanced Water & Sports Drinks
Sports Drink Penetration by Segment
Avg. Sports Drink Price
Top Sports Drink Flavors/Terms
Trending Sports Drink Flavors/Terms
184
185
186
187
188, 280
189, 281
190, 282-283
191, 284-285
192, 325-326
193, 327-328
194
195
196
197
198
199
200
201
202
203
204
205
206
207
208
Enhanced Water & Sports Drink Consumption
Incidence
Incidence by Daypart
Frequency
AH vs. AFH
Attribute Importance
Overall Perceptions
Barriers: AH vs. AFH
Drivers: AH vs. AFH
Energy Drinks
Penetration by Segment
Avg. Prices
Top Flavors/Terms
Trending Flavors/Terms
Energy Drink Consumption
Incidence
Incidence by Daypart
Frequency
AH vs. AFH
Attribute Importance
Overall Perceptions
Barriers: AH vs. AFH
Drivers: AH vs. AFH
Blended Beverages / Smoothies & Shakes
Blended Beverages Penetration by Segment
209
210
211
212
213, 292
214, 293
215, 294-295
216, 296-297
217
218
219
220
221
222
223
224
225
226, 298
227, 299
228, 300-301
229, 302-303
230
231
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EXHIBIT GUIDE Blended Beverages / Smoothies & Shakes
Blended Beverage Menu Avg. Sizes
Blended Beverage Avg. Prices
Top Blended Beverage Flavors/Terms
Top Blended Beverage Flavors/Terms by Segment
Top Blended Beverage Flavors/Terms by Region
Top Blended Beverage Flavors/Terms: Fastest
Growing
Trending Blended Beverage Flavors/Terms
Smoothies & Shakes Consumption
Incidence
Incidence by Daypart
Frequency
At Home vs. AFH
Attribute Importance
Overall Perceptions
Barriers: At Home
Drivers: At Home
Barriers: AFH
Drivers: AFH
Smoothie & Shake Ingredient Interest
Milk
Penetration by Segment
Avg. Prices
Top Flavors/Terms
Trending Flavors/Terms
232
233
234
235
236
237
238
239
240
241
242
243, 304
244, 305
245, 306
246, 308
247, 307
248, 309
249, 331-332
250
251
252
253
254
Milk Consumption
Incidence
Incidence by Daypart
At Home vs. AFH
Varieties Interest
Beverage Toppers & Flavor Boosts
Topper & Flavor Boosts Interest
Product Opportunities
Appendix
Consumer Profiles
AFH Dining Selection Criteria
AFH Dining Opinions
Coffee: Attribute Importance by Age
Coffee: Perceptions by Age
Coffee Barriers by Age
At Home
AFH
Coffee Drivers by Age
At Home
AFH
Tea: Attribute Importance by Age
Tea: Perceptions by Age
Tea Barriers by Age
At Home
AFH
255
256
257
258, 329-330
259
260, 333-334
261-262
263
264
265-266
267
268
269
270
271
272
273
274
275
276
277
MenuTrends Keynote | Non-Alcoholic Beverages 2015 10 Contact Datassential: 312-655-0594
EXHIBIT GUIDE Appendix (cont’d)
Tea Drivers by Age
At Home
AFH
Juice: Attribute Importance by Age
Juice: Perceptions by Age
Juice Barriers by Age
At Home
AFH
Juice Drivers by Age
At Home
AFH
Soda: Attribute Importance by Age
Soda: Perceptions by Age
Soda Barriers by Age
At Home
AFH
Soda Drivers by Age
At Home
AFH
Enhanced Water & Sports Drinks: Attribute
Importance by Age
Enhanced Water & Sports Drinks: Perceptions by
Age
Enhanced Water & Sports Drinks Barriers by Age
At Home
AFH
Enhanced Water & Sports Drinks Drivers by Age
At Home
AFH
278
279
280
281
282
283
284
285
286
287
288
289
290
291
292
293
294
295
296
297
Appendix (cont’d)
Energy Drinks: Attribute Importance by Age
Energy Drinks: Perceptions by Age
Energy Drinks Barriers by Age
At Home
AFH
Energy Drinks Drivers by Age
At Home
AFH
Smoothies & Shakes: Attribute Importance by Age
Smoothies & Shakes: Perceptions by Age
Smoothies & Shakes Barriers by Age
At Home
AFH
Smoothies & Shakes Drivers by Age
At Home
AFH
Coffee Varieties: LOVE IT by Gender & Age
Coffee Varieties: LOVE IT by Income & Ethnicity
Coffee Brands: LOVE IT by Gender & Age
Coffee Brands: LOVE IT by Income & Ethnicity
Hot vs. Iced Tea: LOVE IT by Gender, Age, Income &
Ethnicity
Tea Varieties: LOVE IT by Gender & Age
Tea Varieties: LOVE IT by Income & Ethnicity
Tea Brands: LOVE IT by Gender & Age
Tea Brands: LOVE IT by Income & Ethnicity
Cold Beverages: LOVE IT by Gender & Age
Cold Beverages: LOVE IT by Income & Ethnicity
298
299
300
301
302
303
304
305
306
307
308
309
310
311
312-313
314-315
316
317
318
319
320
321
322
MenuTrends Keynote | Non-Alcoholic Beverages 2015 11 Contact Datassential: 312-655-0594
EXHIBIT GUIDE Appendix (cont’d)
Soda & CSDs: LOVE IT by Gender & Age
Soda & CSDs: LOVE IT by Income & Ethnicity
Juice Varieties: LOVE IT by Gender & Age
Juice Varieties: LOVE IT by Income & Ethnicity
Juice & Smoothie Brands: LOVE IT by Gender &
Age
Juice & Smoothie Brands: LOVE IT by Income &
Ethnicity
Milk: LOVE IT by Gender & Age
Milk: LOVE IT by Income & Ethnicity
Smoothie & Shake Ingredients: LOVE IT by Gender
& Age
Smoothie & Shake Ingredients: LOVE IT by Income
& Ethnicity
Toppings & Flavors: LOVE IT by Gender & Age
Toppings & Flavors: LOVE IT by Income & Ethnicity
MegaTrends Interest: by Age
Appendix MenuTrends
Beverages: QSR
Beverages: Full Service Restaurants
Beverages: Independents
Beverages: Chains
Operators
Operator Profiles
Average Beverage Cost %
Coffee Beverages Offered
323
324
325
326
327
328
329
330
331
332
333
334
335
336
337
338
339
340
341
343
344
Operators (cont’d)
Coffee Formats Purchased
Coffee Formats: Brand Importance
Coffee Brands Offered
Tea Beverages Offered
Tea Formats Purchased
Tea Formats: Brand Importance
Tea Brands Offered
Other Hot Beverages Offered
Challenges to Selling Hot Beverages
Cold Beverages Offered
Cold Beverages: Brand Importance
Soda Formats Purchased
Soda Brands Offered
Juice & Smoothie Formats Purchased
Juice & Smoothie Brands Offered
Bottled & Enhanced Water Formats Purchased
Bottled & Enhanced Water Brands Offered
Sports & Energy Drink Formats Purchased
Sports & Energy Drink Brands Offered
Challenges to Selling Cold Beverages
345
346
347
348
349
350
351
352
353
354
355
356
357
358
359
360
361
362
363
364
MenuTrends Keynote | Non-Alcoholic Beverages 2015 12 Contact Datassential: 312-655-0594
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
The Coca-Cola
Company releases
Coke Zero
NON-ALC. BEVS IN TIME
McDonald’s
introduces
their Premium
Roast Coffee
PepsiCo acquires
IZZE Sparkling juice
and Naked Juice
According to Beverage
Digest, soda consumption
begins to decline in 2005
and continues to do so up
through today
Dunkin Donuts
releases its new
line of smoothies
“made with real
fruit and yogurt”
The craft cocktail
movement gives
birth to more unique
mocktails with fresh
juices, savory herbs,
drinking vinegars,
and artisan soda/tea
Starbucks
enters the juice
market through
its acquisition
of Evolution
Fresh
The green juice
movement hits
the chains as
Jamba Juice,
Chick-Fil-A, and
Starbucks serve
kale and spinach
Taco Bell’s new breakfast
menu features Mtn Dew
A.M. – Mountain Dew with
Tropicana Orange Juice
McDonald’s expands
McCafe line with new
espresso beverages
Caribou, Peet’s, and
Starbucks launch
lighter roasted coffees
Burger King
introduces
ICEE Floats
and Mocha
Iced Coffee
Starbucks
rolls out its
instant coffee
line - VIA
Ready Brew
Trendy coconut water
continues to gain market
share rapidly
PepsiCo launches the
new G2 line – the lower
calorie version of classic
Gatorade
New smoothies
appear at Caribou
Coffee, Cold Stone,
Jack in the Box, and
Starbucks
Coca-Cola’s new
Freestyle machine lets
consumers mix-and-
match drinks and flavor
combinations
Caribou Coffee unveils
their Signature Iced
Teas with flavors like
Rooibos Lemonade
and Peach Black
MenuTrends Keynote | Non-Alcoholic Beverages 2015 13 Contact Datassential: 312-655-0594
53%
43%
39%
33%
32%
31%
25%
23%
17%
11%
11%
10%
10%
9%
8%
7%
7%
6%
Tap water / ice water
Brewed coffee
Bottled water
Juice / juice drink
Regular CSD
Milk
Iced tea
Diet CSD
Hot tea
Punch / lemonade
Specialty coffee
Iced coffee
Sports drink
Hot chocolate
Smoothie
Energy drink
Milkshake
Frozen coffee
Daily Beverage Incidence (% drinking in a given day)
Brewed coffee is the most
consumed beverage… after tap
water.
Over 40% of all adult Americans drink brewed
coffee on any given day, resulting in a daily
incidence rate that surpasses that of bottled
water, juice, and both regular and diet CSD’s.
Brewed coffee today can be regarded as a
staple beverage.
Iced and hot tea also both make the list of the
top 10 most consumed beverage types.
Consumption rates for specialty, iced, and frozen
coffee are also quite robust, rivaling or
surpassing that of sports drinks, smoothies, and
a variety of other common beverages.
Top 10
n=13820 Source: Datassential BUZZ Coffee & Tea Tracker
MenuTrends Keynote | Non-Alcoholic Beverages 2015 14 Contact Datassential: 312-655-0594
Soup Varieties: Detailed
Profiles
14
MEGATRENDS factors shaping the future of non-alcoholic beverages
MenuTrends Keynote | Non-Alcoholic Beverages 2015 15 Contact Datassential: 312-655-0594
MENU ADOPTION CYCLE
NON-ALC. BEVERAGE MEGATRENDS
INCEPTION ADOPTION PROLIFERATION UBIQUITY
Non-Alcoholic Fruit Ciders
Small-Batch / Craft Sodas
Homemade Sodas
Seasonal Soda Flavors
Seasonal Coffee & Tea Flavors
Premium
Ingredients
Mexican Hot
Chocolate
Hot Broth / Bouillon
Green Juices / Smoothies
Natural Sweeteners
Latin
Specialties
Vitamin / Superfood Supplements
Non-Dairy Milks
Mocktails
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QC1: Described below are some non-alcoholic beverage trends you might not already be familiar with. Please indicate how interested you are in trying that type of beverage. 5-point scale.
Interest Rating: MegaTrends (Top 2)
n=1020
As consumers move toward healthy beverage choices, premium ingredients and
natural sweeteners are highly interesting. While seasonal flavors continue to show strong interest,
ciders and nutritional beverage supplements may be areas worth exploring.
42%
39%
36%
35%
31%
31%
30%
28%
27%
27%
27%
26%
23%
21%
Premium Ingredients
Natural Sweeteners
Non-alcoholic fruit ciders
Seasonal coffee & tea flavors
Vitamin or super food beverage supplements
Non-Dairy Milks
Green Juices or Smoothies
Homemade sodas
Mexican Hot Chocolate
Small-batch or craft sodas
Hot Broth or Bouillon
Seasonal soda flavors
Latin Specialties
Mocktails
MenuTrends Keynote | Non-Alcoholic Beverages 2015 17 Contact Datassential: 312-655-0594
inception DATASSENTIAL Menu Adoption Cycle
Greens
Kale, spinach, parsley, and more!
These greens are mentioned on 1-2%
of non-alcoholic beverage menus
Kale: 1% of menus; +422% since 2010
Spinach: 1% of menus; +167% since
2010
+133% since
2010
MenuTrends Keynote | Non-Alcoholic Beverages 2015 18 Contact Datassential: 312-655-0594
adoption DATASSENTIAL Menu Adoption Cycle
Coconut Water
The trendy beverage for ‘hydration’
Currently on 1% of non-alcoholic
beverage menus
Featured most often on its own and in
blended beverages
+233% since
2010
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adoption DATASSENTIAL Menu Adoption Cycle
Matcha
The super-beverage of the year
Currently on 1% of non-alcoholic
beverage menus
Featured most often as a tea and in
blended beverages
+50% since
2010
MenuTrends Keynote | Non-Alcoholic Beverages 2015 20 Contact Datassential: 312-655-0594
Soup Varieties: Detailed
Profiles
20
COFFEE the current state of coffee and specialty coffee today
MenuTrends Keynote | Non-Alcoholic Beverages 2015 21 Contact Datassential: 312-655-0594
INCEPTION ADOPTION PROLIFERATION UBIQUITY
MENU ADOPTION CYCLE
HOT COFFEE
Seasonal
Fair
Trade
Light
Roast
Cappuccino
Brewed coffee
Alternative Milks Spiced Coffee Beverages
Dessert Inspired
Mocha Latte
Dark
Roast
Organic
Butter Coffee
Micro
Roasting
Skinny Offerings
White Chocolate
Caramel
Vanilla
Cinnamon
Salted Caramel
Pumpkin
Peppermint
Berry
Flavors
Hazelnut
Espresso Macchiato
Americano House Blends
Decaf
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Top Hot Brewed Coffee Varieties/Flavors Overall
One-quarter of all operators with hot brewed coffee menu a ‘decaf’ option. Beyond decaf, other terms describing hot brewed coffee are not found frequently on menus.
MENU PENETRATION: of all restaurants with hot brewed coffee, % that serve… Source: Datassential MenuTrends
24%
12%
9%
6%
3% 3% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1%
Deca
f
Re
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Fre
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Ble
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Fre
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Org
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Hou
se
Ble
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Dark
Haze
lnu
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Colu
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ia
Fre
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Roa
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Colo
mb
ian
Am
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Fla
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Fair T
rad
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Pre
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ee
Pre
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Ara
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Va
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Lo
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Me
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Bla
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Cho
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Cin
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Eth
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Bra
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MenuTrends Keynote | Non-Alcoholic Beverages 2015 23 Contact Datassential: 312-655-0594
Local and house blends, along with more labeling of coffee bean sources, have
increased their hot brewed coffee menu penetration within the past year.
Penetration % Growth
Local 1% +40%
Ethiopian 1% +25%
Brazilian 1% +25%
French 3% +24%
Press Coffee 1% +22%
Black 1% +20%
French Roast 1% +18%
American 1% +18%
Vanilla 1% +17%
Arabica 1% +14%
Fair Trade 1% +10%
Organic 3% +9%
House Blend 2% +5%
Blend 6% +2%
Regular 12% +1%
Hot Brewed Coffee Varieties:
Fastest Growing
Source: Datassential MenuTrends MENU PENETRATION: of all restaurants with hot brewed coffee, % that serve… MENU GROWTH: % relative change over the past year
MenuTrends Keynote | Non-Alcoholic Beverages 2015 24 Contact Datassential: 312-655-0594
Trending Hot Brewed Coffee Terms
Source: Datassential MenuTrends
Sourcing and flavor descriptors make up the majority of the fastest growing terms for
hot brewed coffee.
MENU GROWTH: % relative change over the past year
+61%
+43% +40%
+35%
+26% +25% +25% +24% +22%
+20% +18% +18% +17% +17% +17%
+14% +10%
Vie
tna
me
se
Bo
ld
Lo
ca
l
Ble
nded
Ce
rtifie
d
Bra
zili
an
Eth
iopia
n
Fre
nch
Pre
ss C
offe
e
Bla
ck
Am
erica
n
Fre
nch
Ro
ast
Cin
na
mo
n
Inte
lligents
ia
Va
nill
a
Ara
bic
a
Fa
ir T
rad
e
MenuTrends Keynote | Non-Alcoholic Beverages 2015 25 Contact Datassential: 312-655-0594
Top Hot Specialty Coffee Varieties/Flavors Overall
Cappuccinos and espresso shots are the most commonly served hot specialty coffees. Lattes, mochas, and Americanos round out the top five hot specialty coffee varieties/flavors.
MENU PENETRATION: of all restaurants with hot specialty coffee, % that serve… Source: Datassential MenuTrends
84% 83%
51%
32%
18% 13% 12% 12% 12% 11% 11% 10% 9% 9% 8% 6% 5% 5% 4% 3% 3% 3% 3% 3% 3% 3% 3%
Ca
pp
uccin
o
Esp
resso
La
tte
Mo
ch
a
Am
erica
no
Cafe
Mo
ch
a
Cho
co
late
Va
nill
a
Ma
cch
iato
Do
ub
le
Ste
am
ed
Milk
Deca
f
Cara
me
l
Cafe
Au
La
it
Dou
ble
Esp
resso
Re
gu
lar
Ble
nd
Haze
lnu
t
Wh
ite
Cho
co
late
Cin
na
mo
n
Fre
nch
Va
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a
Dulc
e D
e L
ech
e
Syru
p
Cha
i
Cafe
Con
Le
ch
e
Fla
vo
red
Ita
lian
MenuTrends Keynote | Non-Alcoholic Beverages 2015 26 Contact Datassential: 312-655-0594
Americanos and Chai lattes are hot specialty coffee beverages on the rise, as well as
flavor additions like caramel, white chocolate, hazelnut, and vanilla.
Penetration % Growth
Chai 3% +16%
Americano 18% +15%
Caramel 9% +11%
Italian 3% +8%
White Chocolate 4% +8%
Regular 6% +7%
Decaf 10% +6%
Hazelnut 5% +4%
Dulce De Leche 3% +3%
Steamed Milk 11% +1%
Vanilla 12% +1%
Hot Specialty Coffee Varieties:
Fastest Growing
Source: Datassential MenuTrends MENU PENETRATION: of all restaurants with hot specialty coffee, % that serve… MENU GROWTH: % relative change over the past year
MenuTrends Keynote | Non-Alcoholic Beverages 2015 27 Contact Datassential: 312-655-0594
Trending Hot Specialty Coffee Terms
Source: Datassential MenuTrends
Cuban espresso/coffee beverages are among the fastest growing in the hot specialty
coffee menu category.
MENU GROWTH: % relative change over the past year
+39% +39%
+22% +21% +21% +21%
+17% +16% +15%
+13% +12%
+11% +11% +8%
+6% +6%
Am
erican
Cu
ba
n
Cre
am
y
So
y
Drizzle
d
Fre
sh
ly
Pre
miu
m
Ch
ai
Am
erica
no
Org
anic
Fu
ll B
od
ied
Bis
co
tti
Ca
ram
el
Wh
ite
C
ho
co
late
De
ca
f
Ble
nd
MenuTrends Keynote | Non-Alcoholic Beverages 2015 28 Contact Datassential: 312-655-0594
Hot Coffee:
Incidence by Daypart
of those who consume
Hot coffee and hot specialty coffee consumption are clearly concentrated during morning
hours. Although consumption tapers off dramatically after breakfast, it is continuous throughout the day
suggesting coffee opportunities at lunch, snack, and dinner times.
n=628 n=160
QA2: Still thinking about hot coffee / hot specialty coffee you had yesterday, what time of day did you consume them? Please select all times of day you had each beverage.
50%
54%
21%
13% 15%
8% 6%
26%
36%
26%
14% 18%
11%
6%
Ea
rly
Mo
rnin
g
Bre
akfa
st
Mid
M
orn
ing
Lu
nch
Aft
ern
oo
n
Din
ne
r
La
te N
igh
t
Hot Coffee
Hot Specialty Coffee
MenuTrends Keynote | Non-Alcoholic Beverages 2015 29 Contact Datassential: 312-655-0594
n=736 QE2: What are your perceptions of coffee or specialty coffee beverages? Select all.
Consumers choose coffee for its great taste, but also for the wake-up caffeine jolt. Temperature is also a consideration with nearly 30% of consumers who seek coffee as a warming
beverage.
Overall Coffee Perceptions
48%
42%
28%
26%
23%
21%
20%
19%
16%
15%
15%
11%
9%
8%
8%
It tastes great
It wakes me up, keeps me up
I drink it to stay warm
It's worth the money
It's refreshing
It is appropriate to drink at any time of day
Specialty coffee drinks are an indulgence or treat
It's great to serve at gatherings
It's ok to drink once in a while, but not daily
I only drink it when I need to a pick-me-up
It pairs well with any type of food
It's thirst quenching
It's a healthy choice
It has nutritional benefits
Everyone in my home can drink, adults and kids
MenuTrends Keynote | Non-Alcoholic Beverages 2015 30 Contact Datassential: 312-655-0594
Coffee Brands Interest
n=varies
among those familiar with that item
Higher ratios indicate greater net affinity
Love It Like It Neutral Avoid
Love-
Avoid
Ratio
Starbuck’s 29% 27% 21% 23% 1.3
Folgers 27% 33% 24% 15% 1.8
Dunkin' Donuts 27% 34% 26% 14% 2.0
Keurig 23% 28% 33% 15% 1.5
Maxwell House 21% 32% 31% 16% 1.3
Gevalia 19% 30% 35% 15% 1.3
Green Mountain / Tully's 19% 29% 37% 15% 1.3
Seattle's Best Coffee 18% 36% 32% 14% 1.3
Community Coffee 17% 26% 40% 17% 1.0
Superior Coffee 17% 20% 45% 17% 1.0
Illy 16% 19% 49% 16% 1.0
Caribou Coffee Company 16% 29% 42% 13% 1.2
Royal Cup Coffee 16% 19% 48% 17% 0.9
Metropolitan 16% 19% 47% 18% 0.9
Cafe Bustelo 16% 22% 47% 15% 1.0
Trader Joe's 16% 23% 48% 14% 1.1
QC3: What are your favorite brands of coffee?
MenuTrends Keynote | Non-Alcoholic Beverages 2015 31 Contact Datassential: 312-655-0594
WE KNOW FOOD
for more information, contact BRIAN DARR at
312-655-0594 or [email protected]
DATASSENTIAL is your best source for food industry insights – from the
latest menu trends to the products shoppers want at the grocery store.
MenuTrends Keynote | Non-Alcoholic Beverages 2015 32 Contact Datassential: 312-655-0594
MenuTrends DATASSENTIAL INNOVATION TOOLS
10x larger than other menu
and flavor databases
15 million menu examples from
more than 100k menus
LTOs new and limited-time
items updated weekly
The industry’s most accurate
system for identifying, tracking,
and predicting flavor trends
FS
CPG
MenuTrends Keynote | Non-Alcoholic Beverages 2015 33 Contact Datassential: 312-655-0594
LTO Analytics DATASSENTIAL INNOVATION TOOLS
benchmark detailed activity reports
for each chain versus its
competitive set
historic track over 100 months of
LTO activity, dating back
to 2006
weekly new items and LTOs are
updated each week
On-demand analysis of new
item and LTO activity at
hundreds of restaurant chains
FS
CPG
MenuTrends Keynote | Non-Alcoholic Beverages 2015 34 Contact Datassential: 312-655-0594
FLAVOR+ DATASSENTIAL INNOVATION TOOLS Fill your retail innovation process
with an ongoing stream of consumer-
tested new product ideas
INNOVATION FUNNEL. Flavor+ is the first step for meaningful,
process-drive innovation. New product-flavor combinations are
assessed each period, prioritized by market opportunity.
EARLY DETECTION SYSTEM. Trends start first at restaurants
and today are transitioning to retail faster than ever. Flavor+
utilizes the Menu Adoption Cycle to detect early stage trends
and then tracks them over time.
Appeal
Uniqueness
Excitement
Frequency
Brand fit
METRICS
FS
CPG
Each period, emerging flavors are
identified through MenuTrends and
the Menu Adoption Cycle.
Those flavors and are then paired
with your specific product categories
and tested with consumers.
Legacy and new flavors are tracked
longitudinally, with full reporting by
shopper segments and demography.
MenuTrends Keynote | Non-Alcoholic Beverages 2015 35 Contact Datassential: 312-655-0594
Firefly DATASSENTIAL SALES TOOLS
census phone-validated profiles
for every FS location in
the US – restaurants, on-
site, and retail food
analytics analyze local markets,
brand performance, and
more than 10,000 chains
sell better generate target lists by
segment, menu type,
operational attributes, or
even what’s on the menu
The first true universal operator database,
verified by 5 million phone calls each year
FS
CPG
MenuTrends Keynote | Non-Alcoholic Beverages 2015 36 Contact Datassential: 312-655-0594
Consumer DATASSENTIAL CUSTOM RESEARCH
Segmentation
Concept testing
Proprietary flavor trackers
Category / AAU
Brand strength
Market entry analysis
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TURF analysis
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Extraordinary eater and
shopper insights that reveal
the “why” behind the “what”
FS
CPG
foodservice target users of specific
restaurants, c-stores, and
other segments
retail / cpg survey shoppers by store
type or specific brand
global reach execute research in more
than 70 countries, with full
translation capability
MenuTrends Keynote | Non-Alcoholic Beverages 2015 37 Contact Datassential: 312-655-0594
Operator DATASSENTIAL CUSTOM RESEARCH Expert insights from the
industry’s largest panel of
foodservice decision makers
Concept testing
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Brand tracking
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FS
CPG
40k panelists by far the industry’s
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with 40,000 purchase
decision makers
all segments reach operators from all
segments – LSR, FSR,
lodging, healthcare, K-12,
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true feedback a panel built exclusively
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MenuTrends Keynote | Non-Alcoholic Beverages 2015 38 Contact Datassential: 312-655-0594
MONTHLY
QUARTERLY
BI-MONTHLY
ON THE MENU keeps you up-to-date, covering six key trends every month, each with consumer data, menu examples, and expert commentary. Plus, we gather and examine the hottest LTOs from major chains across the country.
TIPS brings you deep analysis of trends at different stages along the menu adoption cycle. Each issue is packed with extensive research, foodservice/menu availability, media coverage, and both consumer AND operator data.
WORLD BITES bring you foods, flavors, and trends from around the globe. Each issue covers 10+ authentic dishes from a single cuisine, with background, menu examples, and extensive consumer data, including market demand.
CREATIVE CONCEPTS is your monthly, in-depth look at the latest trends in restaurant and foodservice concepts. Each issue includes representative establishments, complete with extensive overviews and menu examples.
DINE AROUND takes you on a trendspotting tour of the country. Each month we focus on one city, with an overview of the city and region’s food culture; in-depth operator and manufacturer profiles; menu examples; and consumer data .
INTERNATIONAL CONCEPTS, launching in 2014, brings you chain activity from around the globe, highlighting up-and-coming concepts, trends, and ethnic flavors. Each issue covers six chains in a single market, complete with menu examples.
MONTHLY MONTHLY MONTHLY
CALL MAEVE WEBSTER AT 312-655-0596 OR EMAIL AT [email protected]
TRENDSPOTTING STAY IN-THE-KNOW ON THE LATEST TRENDS WITH
REPORTS FROM