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Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

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Page 1: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19
Page 2: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

Cheryl HungVP, Consumer InsightsDig Insights

Page 3: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

2,628 respondents

Aged 18+

Nationally

representative of

region, age, gender. (Ethnicity quota set for East and

Southeast Asians, South Asians)

Online data

collection

Interviewing

April 23 to May

7, 2019

Survey offered

in both English

and French

METHODOLOGY SUMMARY

Page 4: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

Past-day Beverage Penetration

Page 5: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

5

67 64 63 65 63 65 63 62 65 64 65 65 6367 67

71 72 72

0

10

20

30

40

50

60

70

80

90

100

'99 '01 '03 '05 '06 '07 '08 '09 '10 '11 '12 '13 14 '15 '16 '17 '18 '19

PERCENT DRINKING ANY COFFEE BEVERAGES PAST-DAY

Past-day coffee penetration remains strong

Methodology & Season Change

(2013)

201963%

Page 6: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

6

Two competitive beverages see decline in past day

AlcoholBottled Water

50% in 2019 vs. 53% in 2018

41% in 2019 vs. 45% in 2018

Page 7: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

7

63

53

14

67

55

16

67

53

17

7

71

52

23

8

72

53

24

8

72

51

24

9

Total Coffee Traditional Coffee Espresso-based Beverages(EBB)*

Non-Espresso-BasedBeverages (N-EBB)**

PERCENT DRINKING EACH COFFEE TYPE PAST-DAY

2014 2015 2016 2017 2018 2019

Past-day EBB and N-EBB Consumption Sustainable

NA

Page 8: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

8

EBB and N-EBB consumption skews East/Southeast Asians

24

36 6 6

25

3

9

5 42

23

36 5 5

2

6

3

8

4 41

24

4

86

8

31 1

12

46

3

27

4

86

10

4 5

2

14

85

2

PERCENT DRINKING GOURMET COFFEE SUB-TYPES PAST-DAY

Total Caucasian (A) South Asian (B) East/Southeast Asian (C)

Espresso-based

Beverages (EBB)*

Cafe Mocha Cappuccino Espresso Latte Macchiato Caffe Americano

Flat White

Non-Espresso-Based

Beverages (N-EBB)**

Frozen Blended Coffee

Cold brew coffee

Nitro coffee

AA

B

A

Included in Espresso-based Beverages (EBB)

Included in Non-

Espresso-based

Beverages (N-EBB)

Page 9: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

Coffee Cups

Page 10: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

10

Canadian coffee drinkers drank fewer cups

2.7 2.6

3.2 3.3

2.8 3.0 3.0

3.2

2.8

2011 2012 2013 2014 2015 2016 2017 2018 2019

PAST-DAY COFFEE DRINKERS 18+

MEAN NUMBER OF CUPS

Page 11: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

11

…but more are drinking larger sized cups

8

40

53

17

2

9

39

52

18

3

8

35

56

21

3

An espresso size cup

A small size cup ormug

A medium size cup ormug

A large size cup ormug

An extra-large sizecup or mug

CUP SIZE (AMONG PAST-DAY COFFEE DRINKERS)

2017 2018 2019

Page 12: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

12

3.02.4

5.3

2.62.2

4.4

2.82.2

4.4

2.9

2.2

4.6

2.82.5

5.5

2.72.1

4.5

In-Home ONLY Out-of-Home ONLY Both In-Home and Out-of-Home

PAST-DAY COFFEE DRINKERS 18+ MEAN NUMBER OF CUPS CONSUMED AT EACH LOCATION

2014 2015 2016 2017 2018 2019

Less Cups Consumed Out of Home

Page 13: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

13

South Asians and East/Southeast Asians drink fewer cups vs. Caucasians

2.8 3.0

2.2 2.1

PAST-DAY COFFEE DRINKERS 18+MEAN NUMBER OF CUPS

Total Caucasian (A) South Asian (B) East/Southeast Asian (C)

Page 14: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

How Coffee Is Prepared and Consumed

Page 15: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

15

50

28

49

27

47

29

41

25

41

28

39

27

Drip coffee maker

Single-cup brewer

2014

2015

2016

2017

2018

2019

Drip coffee maker and Single-cup brewer remained the two most widely used brewing methods

% Using Among Past-day Coffee Drinkers

Page 16: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

2

3

3

3

4

5

RTD in a bottle or can

2014

2015

2016

2017

2018

2019

% Using Among Past-day Coffee Drinkers

RTD Coffee Is Rising

Page 17: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

17

RTD Consumption is driven by younger consumers

18-24(A)

25-34(B)

35-49(C)

50-64(D)

65-79(E)

% Drinking Among

Past-day Coffee

Drinkers

16 10 CDE 4 D 2 2

RTD Coffee

Page 18: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

18

… and by East/Southeast Asian Canadians

Caucasian(A)

South Asian(B)

East/Southeast Asian

(C)% Drinking

Among Past-day Coffee

Drinkers

4 7 13 A

RTD Coffee

Page 19: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

Where and When Coffee Is Consumed

Page 20: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

20

Out of home preparation is driven by East / Southeast Asian

TotalCaucasian

(A) South Asian

(B)

East/Southeast Asian

(C)

In Home (Net)

78 82 68 64

Out Of Home (Net)

40 37 41 53 A

PERCENT DRINKING PAST-DAY BY PLACE OF PREPARATION –BY ETHNICITY

Among Past-day Coffee Drinkers

Page 21: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

21

Usage of app services for ordering coffee is still niche

1% 2%

2018 2019

PERCENT OF PAST-DAY COFFEE DRINKERS WHO

ORDERED COFFEE THROUGH AN APP PAST-DAY

7% 7%

2018 2019

PERCENT OF PAST-DAY COFFEE DRINKERS WHO

ORDERED COFFEE THROUGH AN APP PAST-

WEEK

Page 22: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

22

Loyalty card use is trending up

6%

10%

2018 2019

PERCENT OF PAST-DAY LOYALTY CARD USE AMONG PAST-DAY COFFEE DRINKERS

16%20%

2018 2019

PERCENT OF PAST-WEEK LOYALTY CARD USE AMONG PAST-DAY COFFEE DRINKERS

Page 23: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

23

Planned/Impulse Purchase of Coffee to Prepare In-Home

35

19

31

3

12

37

20

28

3

12

2018

2019

I know exactly what brand I will buy before I walk into

the store

I know exactly what type I will buy

I generally know what I am looking for, but also browse

the aisle

I usually buy on impulse

I usually buy what is on sale

2019 Age 2019 Ethnicity

18-24(A)

25-34(B)

35-49(C)

50-64(D)

65-79(E)

Caucasian(F)

South Asian

(G)

East /SE Asian

(H)

29 34 36 41

ABC

47

ABC40 36 21

24 DE 24 DE 21 DE 16 14 20 16 25

29 28 28 27 25 27 31 31

6 DE 3 4 2 2 3 6 4

12 11 11 13 12 11 12 20 F

PERCENT PLANNED/IMPULSE PURCHASE OF COFFEE TO PREPARE IN-HOME

Page 24: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

Brewer Types At Home

Page 25: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

25

Drip coffee maker, Single-cup brewer and Instant coffee are Top 3 brewing methods owned by Canadian households

59

46

42

24

13

9

5

59

44

41

23

11

9

5

Drip coffee maker

Single-cup brewer

Instant coffee

French press/plunger

Espresso machine

Bean-to-cup brewer

Pour over (e.g. Chemex)

PERCENT WHO HAVE BREWER AT HOME

2018

2019

Page 26: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

Single-Cup Ownership

Page 27: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

27

The following types of single-cup brewer were asked in 2019 survey (past-day, past-week, and workplace brewing method):

(Only asked for workplace coffee) (Only asked for workplace coffee)

Page 28: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

28

62

20

13

5

3

2

4

67

21

14

4

1

2

4

Keurig

Tassimo

Nespresso

Dolce Gusto

Verismo

Other

I don't know

2018

2019

Keurig, Tassimo and Nespresso are the three most widely owned brands by Canadians

Single-cup Brewer Ownership among Total single-cup brewer owners

Page 29: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

29

Keurig, Tassimo and Nespresso Owner Profile

• Skews Atlantic (82%), Least likely to be owned in Quebec (57%),

• No age skews • Skews Caucasians (70%)

vs. South Asians (58%) & East Asians (52%)

• No region, age or ethnic skews

• Skews Quebec (21%) vs. Atlantic (5%)

• Skews 18-34 year olds(19%) vs. Older (9-13%)

• Caucasians least likely to own (11%) vs. South Asians + East Asians (22-27%)

Page 30: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

Overall Opinion of Single-Cup Brewers

Rated Single-cup Brewers As Excellent / Very Good (%)

50% 51% 52% 49%2016 2017 2018 2019

Page 31: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

31

Rated Single-cup Brewers As Excellent / Very Good (%)

Caucasian(A)

South Asian(B)

East/Southeast Asian

(C)

51 C 43 39

Positive perceptions of SC brewers driven by Caucasians

Page 32: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

32

9

24

40

26

7

13

16

35

32

10

9

13

27

35

15

9

14

26

34

18

8

13

24

30

25

Less than 6 months

6-12 months

1-2 years

2-4 years

More than 4 years

Single-cup brewers in Canadian households continue to age

2019 - 21% owned

for less than 1 year

vs. 22% in 2018

2019 - 55% owned

for 2 years or more

vs. 52% in 2018

Page 33: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

33

Nearly half single-cup brewer owners claim to use eco-friendly pods

43

34

21

19

Conventional pods

Recyclable pods

Compostable pods

I don't know

PERCENT WHO PURCHASE POD TYPE AMONG SINGLE-CUP BREWER OWNERS

Eco-friendly NET:

47%

Page 34: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

34

30

31

28

30

46

44

47

41

18

18

18

22

6

7

7

8

Recyclable pods (2018)

Recyclable pods (2019)

Compostable pods (2018)

Compostable pods (2019)

OPENNESS TO SWITCHING BRANDS FOR ECO-FRIENDLY PODS (%)

Definitely would switch Probably would switch

Probably would not switch Definitely would not switch

Consumers are open to switching brands for eco-friendly pods

Definitely/Probably would

switch

76

75

75

71

Page 35: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

Certifications and Premium Coffee Perceptions

Page 36: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

36

Demand for BPI Compostable and CBD coffee is niche

BPI Compostable Certification:

33%

(Rank #16 of 24)

Includes added CBD (cannabidiol):

16%

(Rank #24 of 24)

% Much / Somewhat more likely to buy

Page 37: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

37

72

68

65

64

59

57

56

51

The coffee is roasted from premium beans

The coffee is more expensive than other types of coffee

The coffee comes from a region that is known for…

The coffee has specific quality certifications

Gourmet coffee tastes much better

When buying gourmet coffee for home-use, it usually…

The coffee is a brand name I recognize

It is artisanal coffee

Premium coffee is defined by premium beans and price

% Agree Completely / Somewhat on Statements about Gourmet Coffee

The coffee comes from a region that is known for producing good coffee

When buying gourmet coffee for home-use, it usually comes in attractive packaging

Page 38: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

OOH Activation:

Loyalty cards over

apps

KEY TAKEAWAYS

Coffee

consumption

remains high

among Canadians

In-Home: Single-cup

are aging.

Opportunity to get

excited over eco-

friendly innovations?

Page 39: Cheryl Hung - Coffee Association of Canada · Keurig, Tassimo and Nespresso Owner Profile • Skews Atlantic (82%), Least likely to be owned ... use eco-friendly pods 43 34 21 19

Thank You!

Cheryl Hung(647) [email protected] Bay Street, 16th Floor Toronto, Ontario M5H 2W9

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