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  • 1. 2009 COFFEE IN THE U.S. Keeping it hot. This report looks at the trends and issues affecting the coffee industry, including the constant innovation required to keep this former commodity product from losing its cachet. It situates the U.S. market in its global context and delivers data on coffee production and consumption, imports and exports, advertising and demographics. It also covers the ready-to-drink coffee market and projects the U.S. coffee market five years into the future. More than 150 pages, with extensive text, charts, tables and graphs. Printed volume $5,595; single-user CD $5,595; $5,995 for both. BMCDataDirect Internet delivery: 3-user license $6,295; $400 per additional user; BMCDataDirect Internet delivery: 3-user license plus one printed volume $6,695. Call for multi-user discount prices. On the pages to follow, view table of contents and exhibits as well as sample text from this comprehensive report. Order Report Home
  • 2. Coffee in the U.S. 2009 Edition December 2009 R ES E AR CH  D AT A  C ON S U LT IN G NOTE: The information contained in this report is confidential and solely intended for the benefit of the immediate recipient hereof. Copyright © 2009 Beverage Marketing Corporation of New York, 850 Third Avenue, New York, New York 10022, (212) 688-7640. All rights reserved. Reproductions in any form prohibited by law.
  • 3. Contents Table of Contents
  • 4. Coffee in The U.S. TABLE OF CONTENTS TABLE OF CONTENTS-------------------------------------------------------------------------------------- i DEFINITIONS USED IN THIS REPORT-------------------------------------------------------------------- ix INTRODUCTION-------------------------------------------------------------------------------------------- xi Chapter 1. THE U.S. COFFEE MARKET The National Coffee Market---------------------------------------------------------------------- 1 • Overview------------------------------------------------------------------------------ 1 • Per Capita Consumption-------------------------------------------------------------- 2 U.S. Coffee Trends-------------------------------------------------------------------------------- 4 • Overview------------------------------------------------------------------------------ 4 • Consumption by Location------------------------------------------------------------- 6 • Premiumization----------------------------------------------------------------------- 7 • Prices---------------------------------------------------------------------------------- 8 • Single-Serve Appliances-------------------------------------------------------------- 11 Exhibits-------------------------------------------------------------------------------------------- 14 2. THE U.S. COFFEE MARKET BY SEGMENT Coffee Segments---------------------------------------------------------------------------------- 21 • Overview------------------------------------------------------------------------------ 21 • Roast/Ground------------------------------------------------------------------------- 22 • Whole Bean--------------------------------------------------------------------------- 22 • Instant and Mixes--------------------------------------------------------------------- 23 • Pods----------------------------------------------------------------------------------- 24 • Ready-to-Drink----------------------------------------------------------------------- 24 Exhibits-------------------------------------------------------------------------------------------- 25 3. THE U.S. SPECIALTY COFFEE MARKET Specialty Coffee----------------------------------------------------------------------------------- 29 • Overview------------------------------------------------------------------------------ 29 • Specialty Coffee Locations----------------------------------------------------------- 33 Exhibits-------------------------------------------------------------------------------------------- 34 4. U.S. COFFEE IMPORTS, EXPORTS AND STOCKS Coffee Imports------------------------------------------------------------------------------------ 37 • Overview------------------------------------------------------------------------------ 37 • Green Coffee-------------------------------------------------------------------------- 37 • Imports by Country of Origin-------------------------------------------------------- 38 • Arabica and Robusta------------------------------------------------------------------ 40 i Copyright © 2009 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited
  • 5. Coffee in the U.S. TABLE OF CONTENTS Chapter 4. U.S. COFFEE IMPORTS, EXPORTS AND STOCKS (cont’d) Coffee Exports and Stocks----------------------------------------------------------------------- 43 • Exports-------------------------------------------------------------------------------- 43 • Stocks--------------------------------------------------------------------------------- 43 Exhibits-------------------------------------------------------------------------------------------- 44 5. THE U.S. COFFEE MARKET BY DISTRIBUTION CHANNEL Coffee Distribution-------------------------------------------------------------------------------- 67 • Overview------------------------------------------------------------------------------ 67 The U.S. Coffee Market by Location------------------------------------------------------------- 69 • Overview------------------------------------------------------------------------------ 69 Exhibits-------------------------------------------------------------------------------------------- 72 6. THE LEADING COFFEE COMPANIES AND THEIR BRANDS The Leading Companies-------------------------------------------------------------------------- 75 • Overview------------------------------------------------------------------------------ 75 • Leading Coffee Roasters-------------------------------------------------------------- 80 • Leading Coffee Cafés----------------------------------------------------------------- 81 Exhibits-------------------------------------------------------------------------------------------- 90 7. THE U.S. READY-TO-DRINK COFFEE MARKET The National RTD Coffee Market-----------------------------------------------------------------105 • Overview------------------------------------------------------------------------------105 • Per Capita Consumption--------------------------------------------------------------105 • Seasonality----------------------------------------------------------------------------106 • Leading RTD Coffee Brands----------------------------------------------------------106 • Regional RTD Coffee Markets--------------------------------------------------------109 • RTD Coffee Distribution--------------------------------------------------------------110 Exhibits--------------------------------------------------------------------------------------------111 8. COFFEE INDUSTRY PRICING IN THE U.S. Coffee Pricing-------------------------------------------------------------------------------------125 • Overview------------------------------------------------------------------------------125 • Consumer Price Index----------------------------------------------------------------125 • Producer Price Index------------------------------------------------------------------127 Exhibits--------------------------------------------------------------------------------------------129 9. U.S. COFFEE MARKET ADVERTISING EXPENDITURES Coffee Advertising--------------------------------------------------------------------------------131 • Overview------------------------------------------------------------------------------131 • Leading Coffee Advertisers-----------------------------------------------------------132 • Spending by Media-------------------------------------------------------------------134 Exhibits--------------------------------------------------------------------------------------------135 ii Copyright © 2009 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited
  • 6. Coffee in the U.S. TABLE OF CONTENTS Chapter 10. DEMOGRAPHICS OF THE U.S. COFFEE CONSUMER The Coffee Consumer-----------------------------------------------------------------------------143 • Coffee Users--------------------------------------------------------------------------143 • Iced Coffee Users---------------------------------------------------------------------145 Exhibit---------------------------------------------------------------------------------------------147 11. THE GLOBAL COFFEE MARKET The International Coffee Market-----------------------------------------------------------------149 • Overview------------------------------------------------------------------------------149 • Consumption--------------------------------------------------------------------------152 Consumption by Selected Countries-------------------------------------------------------------154 • Overview------------------------------------------------------------------------------154 • Brazil----------------------------------------------------------------------------------156 • Germany------------------------------------------------------------------------------157 • India-----------------------------------------------------------------------------------158 • Japan----------------------------------------------------------------------------------158 • China----------------------------------------------------------------------------------158 • Russia---------------------------------------------------------------------------------159 • Colombia------------------------------------------------------------------------------159 The International Fairtrade Coffee Market-------------------------------------------------------161 • Overview------------------------------------------------------------------------------161 • Volume--------------------------------------------------------------------------------163 Exhibits--------------------------------------------------------------------------------------------166 12. THE PROJECTED U.S. COFFEE MARKET The Projected National Coffee Market-----------------------------------------------------------173 • Overview------------------------------------------------------------------------------173 • Volume--------------------------------------------------------------------------------174 • Per Capita Consumption--------------------------------------------------------------175 • Growth--------------------------------------------------------------------------------175 The Projected National RTD Coffee Market------------------------------------------------------176 • Overview------------------------------------------------------------------------------176 • Per Capita Consumption--------------------------------------------------------------176 Exhibits--------------------------------------------------------------------------------------------177 iii Copyright © 2009 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited
  • 7. Coffee in the U.S. TABLE OF CONTENTS Exhibit 1. THE U.S. COFFEE MARKET 1.1 U.S. Coffee Market Volume and Growth 1987 – 2008----------------------------------- 14 1.2 U.S. Coffee Market Dollar Sales and Growth 1998 –2008------------------------------- 15 1.3 U.S. Coffee Market Price Per Gallon 1998 – 2008---------------------------------------- 16 1.4 U.S. Coffee Market Compound Annual Volume Growth 1995 – 2008------------------- 17 1.5 U.S. Coffee Market Per Capita Consumption 1987 – 2008------------------------------- 18 1.6 U.S. Coffee Market New Product Introductions 2000 – 2008---------------------------- 19 2. THE U.S. COFFEE MARKET BY SEGMENT 2.7 U.S. Coffee Market Estimated Consumption, Share and Change by Segment 2006 – 2008-------------------------------------------------------------------------------- 25 2.8 U.S. Coffee Market Estimated Per Capita Consumption by Segment 2006 – 2008----- 26 2.9 U.S. Coffee Market Estimated Retail Dollars, Share and Change by Segment 2006 – 2008-------------------------------------------------------------------------------- 27 3. THE U.S. SPECIALTY COFFEE MARKET 3.10 U.S. Specialty Coffee Market Estimated Retail Sales and Growth 1999 – 2008-------- 34 3.11 U.S. Specialty Coffee Market Percentage of Adults Drinking Specialty Coffee 2001 – 2008-------------------------------------------------------------------------------- 35 3.12 U.S. Specialty Coffee Market Number of Locations 2001 – 2008------------------------ 36 4. U.S. COFFEE IMPORTS, EXPORTS AND STOCKS 4.13 Imported Coffee Market All Countries and Types 1998 – 2008-------------------------- 44 4.14 Imported Coffee Market Volume by Coffee Type 2003 – 2008-------------------------- 45 4.15 Imported Coffee Market Share of Volume by Coffee Type 2003 – 2008---------------- 46 4.16 Imported Coffee Market Change in Volume by Coffee Type 2004 – 2008-------------- 47 4.17 Imported Coffee Market Volume by Country of Origin 2003 – 2008-------------------- 48 4.18 Imported Coffee Market Share of Volume by Country of Origin 2003 – 2008---------- 49 4.19 Imported Coffee Market Change in Volume by Country of Origin 2004 – 2008--------- 50 4.20 Imported Coffee Market Arabica, Not Roasted, Not Decaffeinated Volume by Country of Origin 2003 – 2008------------------------------------------------------------ 51 4.21 Imported Coffee Market Share of Arabica, Not Roasted, Not Decaffeinated Volume by Country of Origin 2003 – 2008--------------------------------------------------------- 52 4.22 Imported Coffee Market Change in Arabica, Not Roasted, Not Decaffeinated Volume by Country of Origin 2004 – 2008------------------------------------------------ 53 4.23 Imported Coffee Market Not Roasted, Not Decaffeinated Volume by Country of Origin 2003 – 2008------------------------------------------------------------------------ 54 4.24 Imported Coffee Market Share of Not Roasted, Not Decaffeinated Volume by Country of Origin 2003 – 2008------------------------------------------------------------ 55 4.25 Imported Coffee Market Change in Not Roasted, Not Decaffeinated Volume by Country of Origin 2004 – 2008------------------------------------------------------------ 56 iv Copyright © 2009 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited
  • 8. Coffee in the U.S. TABLE OF CONTENTS Exhibit 4. U.S. COFFEE IMPORTS, EXPORTS AND STOCKS (cont’d) 4.26 Imported Coffee Market Not Roasted, Decaffeinated Volume by Country of Origin 2003 – 2008-------------------------------------------------------------------------------- 57 4.27 Imported Coffee Market Share of Not Roasted, Decaffeinated Volume by Country of Origin 2003 – 2008------------------------------------------------------------------------ 58 4.28 Imported Coffee Market Change in Not Roasted, Decaffeinated Volume by Country of Origin 2004 – 2008------------------------------------------------------------ 59 4.29 Imported Coffee Market Roasted, Not Decaffeinated Volume by Country of Origin 2003 – 2008------------------------------------------------------------------------ 60 4.30 Imported Coffee Market Share of Roasted, Not Decaffeinated Volume by Country of Origin 2003 – 2008------------------------------------------------------------------------ 61 4.31 Imported Coffee Market Change in Roasted, Not Decaffeinated Volume by Country of Origin 2004 – 2008---------------------------------------------------------------------- 62 4.32 Imported Coffee Market Roasted, Decaffeinated Volume by Country of Origin 2003 – 2008-------------------------------------------------------------------------------- 63 4.33 Imported Coffee Market Share of Roasted, Decaffeinated Volume by Country of Origin 2003 – 2008------------------------------------------------------------------------ 64 4.34 Imported Coffee Market Change in Roasted, Decaffeinated Volume by Country of Origin 2004 – 2008------------------------------------------------------------------------ 65 4.35 Exported Coffee Market All Countries and Types 1998 – 2008-------------------------- 66 5. THE U.S. COFFEE MARKET BY DISTRIBUTION CHANNEL 5.36 U.S. Coffee Market Estimated Volume, Share and Change by Distribution Channel 2006 – 2008-------------------------------------------------------------------------------- 72 5.37 U.S. Coffee Market Estimated Retail Dollars, Share and Change by Distribution Channel 2006 – 2008---------------------------------------------------------------------- 73 5.38 U.S. Coffee Market Top Retailers by Number of Locations 2009------------------------ 74 6. THE LEADING COFFEE COMPANIES AND THEIR BRANDS 6.39 U.S. Coffee Market Volume, Share and Growth by Leading Manufacturers 2006 – 2008-------------------------------------------------------------------------------- 90 6.40 U.S. Coffee Market Retail Dollars, Share and Growth by Leading Manufacturers 2006 – 2008-------------------------------------------------------------------------------- 91 6.41 U.S. Coffee Market Volume, Share and Growth by Leading Brands 2006 – 2008------ 92 6.42 U.S. Coffee Market Retail Dollars, Share and Growth by Leading Brands 2006 – 2008-------------------------------------------------------------------------------- 93 6.43 U.S. Whole Bean Coffee Market Volume, Share and Growth by Brand 2006 – 2008 - 94 6.44 U.S. Whole Bean Coffee Market Retail Dollars, Share and Growth by Brand 2006 – 2008-------------------------------------------------------------------------------- 95 v Copyright © 2009 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited
  • 9. Coffee in the U.S. TABLE OF CONTENTS Exhibit 6. THE LEADING COFFEE COMPANIES AND THEIR BRANDS (cont’d) 6.45 U.S. Roast/Ground Coffee Market Volume, Share and Growth by Brand 2006 – 2008-------------------------------------------------------------------------------- 96 6.46 U.S. Roast/Ground Coffee Market Retail Dollars, Share and Growth by Brand 2006 – 2008-------------------------------------------------------------------------------- 97 6.47 U.S. Coffee Mix Market Volume, Share and Growth by Brand 2006 – 2008------------ 98 6.48 U.S. Coffee Mix Market Retail Dollars, Share and Growth by Brand 2006 – 2008------ 99 6.49 U.S. Instant Coffee Market Volume, Share and Growth by Brand 2006 – 2008-------- 100 6.50 U.S. Instant Coffee Market Retail Dollars, Share and Growth by Brand 2006 – 2008--------------------------------------------------------------------------------101 6.51 U.S. Coffee Pod Market Volume, Share and Growth by Brand 2006 – 2008------------102 6.52 U.S. Coffee Pod Market Retail Dollars, Share and Growth by Brand 2006 – 2008--------------------------------------------------------------------------------103 7. THE U.S. READY-TO-DRINK COFFEE MARKET 7.53 The National RTD Coffee Market Wholesale Dollars and Case Volume 1993 – 2008- - - 111 7.54 The National RTD Coffee Market Wholesale Dollars and Case Volume Growth 1994 – 2008--------------------------------------------------------------------------------112 7.55 The National RTD Coffee Market Per Capita Consumption 1993 – 2008----------------113 7.56 The National RTD Coffee Market Quarterly Volume Shares 2003 – 2008---------------114 7.57 Leading RTD Coffee Brands Estimated Wholesale Dollars 2003 – 2008-----------------115 7.58 Leading RTD Coffee Brands Estimated Share of Wholesale Dollars 2003 – 2008-------116 7.59 Leading RTD Coffee Brands Estimated Change in Wholesale Dollars 2004 – 2008----- 117 7.60 The Regional RTD Coffee Markets Wholesale Dollar Sales 1993 – 2008----------------118 7.61 The Regional RTD Coffee Markets Wholesale Dollar Share 1993 – 2008----------------119 7.62 The Regional RTD Coffee Markets Wholesale Dollar Growth 1994 – 2008--------------120 7.63 The National RTD Coffee Market Estimated Volume by Distribution Channel 2003 – 2008--------------------------------------------------------------------------------121 7.64 The National RTD Coffee Market Share of Volume by Distribution Channel 2003 – 2008--------------------------------------------------------------------------------122 7.65 The National RTD Coffee Market Change in Volume by Distribution Channel 2004 – 2008--------------------------------------------------------------------------------123 8. COFFEE INDUSTRY PRICING IN THE U.S. 8.66 Consumer Price Index Changes for Coffee and Other Items 1995 – 2008--------------129 8.67 Producer Price Index Changes for Coffee and All Commodities 1995 – 2008-----------130 9. U.S. COFFEE MARKET ADVERTISING EXPENDITURES 9.68 U.S. Coffee Market Estimated Advertising Expenditures 2000 – 2008------------------135 9.69 U.S. Coffee Market Expenditures by Leading Advertisers 2003 – 2008-----------------136 9.70 U.S. Coffee Market Share of Expenditures by Leading Advertisers 2003 – 2008--------------------------------------------------------------------------------137 vi Copyright © 2009 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited
  • 10. Coffee in the U.S. TABLE OF CONTENTS Exhibit 9. U.S. COFFEE MARKET ADVERTISING EXPENDITURES (cont’d) 9.71 U.S. Coffee Market Change in Expenditures by Leading Advertisers 2004 – 2008--------------------------------------------------------------------------------138 9.72 U.S. Coffee Market Advertising Expenditures by Media 2003 – 2008-------------------139 9.73 U.S. Coffee Market Share of Advertising Expenditures by Media 2003 – 2008--------- 140 9.74 U.S. Coffee Market Change in Advertising Expenditures by Media 2004 – 2008------- 141 10. DEMOGRAPHICS OF THE U.S. COFFEE CONSUMER 10.75Demographics of the Coffee Consumer 2008---------------------------------------------147 10.76Demographics of the Iced Coffee Consumer 2008---------------------------------------148 11. THE GLOBAL COFFEE MARKET 11.77Global Green Coffee Market Volume and Growth 1994 – 2008--------------------------166 11.78Global Green Coffee Market Estimated Consumption by Country 2002 – 2007---------167 11.79Global Green Coffee Market Share of Consumption by Country 2002 – 2007---------- 168 11.80Global Green Coffee Market Change in Consumption by Country 2003 – 2007--------169 11.81Global Fairtrade Coffee Market Sales Volume by Country 2002 – 2007-----------------170 11.82Global Fairtrade Coffee Market Share of Sales Volume by Country 2002 – 2007-------171 11.83Global Fairtrade Coffee Market Change in Sales Volume by Country 2003 – 2007-----172 12. THE PROJECTED U.S. COFFEE MARKET 12.84Projected U.S. Coffee Market Volume and Growth 1987 – 2013------------------------177 12.85Projected U.S. Coffee Market Per Capita Consumption 1987 – 2013--------------------178 12.86Projected U.S. Coffee Market Compound Annual Growth 1995 – 2013-----------------179 12.87Projected U.S. RTD Coffee Market Volume and Growth 1993 – 2013-------------------180 12.88Projected U.S. RTD Coffee Market Per Capita Consumption 1993 – 2013--------------181 12.89Projected U.S. RTD Coffee Market Compound Annual Growth 2000 – 2013------------182 vii Copyright © 2009 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited
  • 11. Exhibit 7.59 LEADING RTD COFFEE BRANDS ESTIMATED CHANGE IN WHOLESALE DOLLARS 2004 – 2008 Brand 2003/04 2004/05 2005/06 2006/07 2007/08 Frappuccino 22.7% 25.5% 8.3% -3.6% 5.4% DoubleShot Energy Coffee -- -- -- -- -- Java Monster -- -- -- -- 181.9% DoubleShot 22.8% 35.7% 24.2% 7.1% -7.5% Starbucks Iced Coffee -- -- -- 62.9% -54.6% Godiva -- -- -- 148.5% -59.4% Cinnabon -- -- -- 355.3% -13.6% Havana 8.3% -12.8% -30.4% -37.1% 0.9% Blue Luna/Arizona -26.6% 8.9% -50.3% -65.9% -64.7% Kahlua -3.9% 7.4% -56.3% -78.2% -49.3% Wolfgang Puck 1208.1% 280.6% -60.2% -94.9% -88.5% Planet Java -- -- -- -- -- All Other -35.3% -10.5% 63.2% 1.3% 63.8% TOTAL 17.0% 25.4% 13.8% 2.6% 20.8% Source: Beverage Marketing Corporation Copyright © 2009 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited
  • 12. As the coffee market matures, new trends have started emerging in response to changing consumer demographics and preferences. • Increased demand for coffee and specialty coffee is being driven by the growth in the breakfast day-part, as well as the desire for afternoon and evening snacks and small indulgences. • In addition, consumers are becoming more cognizant of how their own consumption of products can impact the environment and are willing to pay more money to have goods and services from ecologically and socially responsible companies. • More and more, consumers prefer to buy products from companies that are “green” and corporations are responding to this, whether from a financial incentive or coming from top down management decisions where the concern is genuine. Moving away from a commoditized product and showing differentiation in the market place has helped companies gain market share. As such, “premiumization” has become a key trend in any beverage market, especially coffee. • The premium and value gourmet segment has been gaining traction, owing to the shift towards healthier and more upscale beverages. The consumer’s palate has matured to demand a high quality product. • Moreover, in recent times, coffee consuming demographic has vastly different tastes which in a way is indirectly responsible for premiumization of coffee or more attention is being given to private labels as brand name and strong distribution are influencing growth of the private label coffee category. • The recent trends showcase the rise of premium features as gourmet blends in the coffee industry. High on the preference list of consumers is now private label brands, helped by premiumization and improvements in labeling technology which are making private label coffee more attractively packaged than ever before. This is further enhanced by the fact that consumers are more and more ready to try new labels as they offer ample choice and blends. Consumers are actively seeking out variety and are willing to experiment rather than remaining completely loyal to one brand. • Keeping up with the recent premiumization trends and consumer’s demand, many coffee house giants like Starbucks, McDonald’s, Burger King and Dunkin’ Donuts have started introducing a pricier premium coffee in its restaurants. • With breakfast accounting for roughly two-thirds of all the coffee consumed throughout the day, McDonald’s Premium Roast coffee was aimed to offer Copyright © 2009 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited
  • 13. customers their favorite breakfast and a premium coffee at one place. The per- unit coffee sales for McDonald’s rose by 15% following the introduction of premium coffee. TOTAL COFFEE CONSUMPTION DECLINES WITH AGE (Index of Coffee Consumption by Age, 2008) 140 120 100 80 Index 60 40 20 0 18-24 Years 25-34 35-44 45-54 55-64 65 and older Old Source: Beverage Marketing Corporation Copyright © 2009 Beverage Marketing Corporation of New York Reproduction without written permission is strictly prohibited