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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