The incidence and frequency of coffee use in the U.S. has remained very steady in recent years, which has contributed to relatively stable, moderate market growth. Indeed, while sales in many categories declined between 2008 and 2010—as millions of Americans sought ways save money in the face of recessionary pressures—the coffee category performed relatively well. This suggests that CPG firms seeking growth may want to consider developing new coffee products or optimizing efforts to promote existing brands in order to capitalize on opportunities.
The report provides research and insight that is useful to product developers and marketers operating in the retail coffee market. More specifically, the report addresses the following questions:
- How have retail sales of coffee fluctuated in recent years and how are they likely to change between 2010 and 2015? - What categories are performing well and which are posting sales declines? - How have sales in the supermarket channel fluctuated in recent years, compared with changes observed in other channels? - How are economic, demographic and wellness trends impacting the coffee at retail market? - What are the most popular types of coffee in the U.S.? - What brands are performing well and which are posting declines? - How are companies using new media, as well as television to promote their products? - What segments of the population over-index on use and which under-index? - What types of coffee products are companies launching and which seem well-positioned to grow in the current market?
