United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President...
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Transcript of United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President...
United States Coffee Demand
Consumption Patterns and Key Marketing Issues
Robert F. NelsonPresident and CEONational Coffee Association of USA
““Destiny is not a matter of chance,Destiny is not a matter of chance,it is a matter of choice”it is a matter of choice”
KnowledgeKnowledge
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
139,070
158,092161,470
161,022
105,430 108,700
Yesterday Past Year
Num
ber
Dri
nkin
g in
Tho
usan
ds
1991 2002
Renewed Consumer Focus
1990’S Transition
Staple Beverage
Social & Gourmet BeverageSocial & Gourmet Beverage
Percent of Population Drinking Gourmet Coffee Beverages Daily
3.0% 3.3%
9.0% 9.0%
14.0%13.0%
'97 '98 '99 '00 '01 '02
Occasional Consumption of Gourmet Coffee Beverages
35%
47%51% 53%
62%59%
'97 '98 '99 '00 '01 '02
10 Percent of Americans
Drink Gourmet
Coffee Daily
13 percent of Americans
Drink Gourmet Coffee
Beverages Daily
Gourmet Market
Gourmet
Commercial
Purchase of Cause-Related Coffee
1% 1%4%
1%
Shade Fair Trade Organic Bird-Friendly
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
56.0% 55.0% 54.0% 54.0%52.0% 52.0%
'97 '98 '99 '00 '01 '02
Cups per Drinker – Total Coffee
3.1
3.33.2
2000 2001 2002
Occasional Consumption of Coffee (Total)
75% 75%78% 79% 80% 77%
'97 '98 '99 '00 '01 '02
Occasional Drinkers
Daily DrinkersDaily Drinkers
Market StrategyMarket Strategy
COMMODITYProduct inProduct in
The Market PlaceThe Market Place
Market Place
• Taste profiles• Types and varieties used• Consumer attributes• Embrace differentiation
KnowledgeKnowledge