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2011 NATIONAL COFFEE DRINKING TRENDS
PREVIEW OF RESULTS
© 2011 National Coffee Association of U.S.A., Inc.
Agenda Background and Methodology
What are people drinking?
How is the economy affecting coffee consumption?
How is the single-cup coffee market evolving?
2
Background Conducted annually since 1950 to understand coffee
consumption.
Longest available statistical series of consumer drinking patterns.
Data has been collected through an on-line survey since 2008. Prior to that, data collection was via telephone (and door-to-door in the early days).
3
Methodology The methodology for this online survey is: Nationally representative sample of 2,663 people aged 18
years and older.
Respondents randomly selected from online panels.
Sample mirrors the US population distribution in terms of age, gender and region.
All respondents drank a beverage other than tap water past day.
Data collection: mid-January to mid-February, 2011 with daily quotas to ensure a balanced mix of days of the week.
4
What are People Drinking?
Past Day Penetration – Trending
6
Base: Total sample (n=3042, 2008, n=3118, 2009, n=2740, 2010, n=2,663, 2011) What did you drink yesterday during each of the following times? This may include any beverage that you drank at home or outside your home and may have come in a cup, can or bottle. Significantly different from PY
0
10
20
30
40
50
60
70
'08 '09 '10 11
Soft Drinks
Total Coffee
Tap water
Bottled water(unflavored)Tea
Juice
PERC
ENT
DRIN
KIN
G
Past Day Penetration – Trending
7
0
10
20
30
40
50
60
70
80
90
10019
54
1956
1958
1960
1962
1964
1966
1968
1970
1972
1974
1976
1978
1980
1982
1984
1986
1988
1990
1993
1996
1998
2000
2002
2004
2006
2008
2010
Base: Total sample (n=2,663, 2011) What did you drink yesterday during each of the following times? This may include any beverage that you drank at home or outside your home and may have come in a cup, can or bottle. Significantly different from PY
Tran
sitio
n fr
om in
-per
son
inte
rvie
ws t
o te
leph
one
Tran
sitio
n fr
om te
leph
one
inte
rvie
ws t
o on
line
PERC
ENT
DRIN
KIN
G
Penetration of Coffee – Past Day/Week/Year
8
60
72 82
59
70
84
56
68 77
58 68
76
Past day Past week Past year
'08 '09 '10 '11
PERC
ENT
DRIN
KIN
G
Base: Total sample (n=3042, 2008, n=3118, 2009, n=2740, 2010, n=2,663, 2011) What did you drink yesterday during each of the following times? This may include any beverage that you drank at home or outside your home and may have come in a cup, can or bottle. Significantly different from PY
Daily Penetration of Coffee By Age
9
34
51
66
76
41
53
63 68
31
44
61
74
40
54 61
69
18-24 25-39 40-59 60+
'08 '09 '10 '11
PERC
ENT
DRIN
KIN
G
Base: Total sample 2011 – n=2,663, n=344 (18-24), n=619 (25-39), n=1,020 (40-59), n=680 (60+) What did you drink yesterday during each of the following times? This may include any beverage that you drank at home or outside your home and may have come in a cup, can or bottle. Significantly different from PY
Daily Penetration of Coffee by Type
10
56 51
35
6 8
24
7
18
58 54
38
7 8
25
9
17
Total Coffee TraditionalCoffee - Total
TraditionalCoffee - Not
Gourmet
Instant Decaf Gourmet CoffeeBeverages (Net)
Espresso-BasedBeverages
TraditionalCoffee - Gourmet
'10 '11
PERC
ENT
DRIN
KIN
G
Base: Total sample (n=2740, 2010, n=2,663, 2011) What did you drink yesterday during each of the following times? This may include any beverage that you drank at home or outside your home and may have come in a cup, can or bottle. Significantly different from PY
Combined to Create Gourmet Coffee
Beverages
Daily Penetration of Coffee Types by Age
11
40
30
18
4 4
26
14 12
54 46
29
6 6
32
14 20
61 59
43
5 8
23
7
17
69 68
53
11 14 21
4
18
Total Coffee TraditionalCoffee - Total
TraditionalCoffee - Not
Gourmet
Instant Decaf Gourmet CoffeeBeverages (Net)
Espresso-BasedBeverages
Traditionalcoffee - Gourmet
18-24 25-39 40-59 60+
PERC
ENT
DRIN
KIN
G
Base: Total sample (n=2,663, 2011) What did you drink yesterday during each of the following times? This may include any beverage that you drank at home or outside your home and may have come in a cup, can or bottle.
Combined to Create Gourmet Coffee
Beverages
Daily Penetration of Coffee Types – Aged 18-24
12
31
23
14
4 3
19
9 10
40
30
18
4 4
26
14 12
Total Coffee TraditionalCoffee - Total
TraditionalCoffee - Not
Gourmet
Instant Decaf Gourmet CoffeeBeverages (Net)
Espresso-BasedBeverages
Traditionalcoffee - Gourmet
2010 2011
PERC
ENT
DRIN
KIN
G
Base: Total sample aged 18-24 (n=344, 2011) What did you drink yesterday during each of the following times? This may include any beverage that you drank at home or outside your home and may have come in a cup, can or bottle. Significantly different from PY
Combined to Create Gourmet Coffee
Beverages
Daily Penetration of Coffee Types – Aged 25-39
13
44 38
26
5 6
21
8 13
54
46
29
6 6
32
14 20
Total Coffee TraditionalCoffee - Total
TraditionalCoffee - Not
Gourmet
Instant Decaf Gourmet CoffeeBeverages (Net)
Espresso-BasedBeverages
Traditionalcoffee - Gourmet
2010 2011
PERC
ENT
DRIN
KIN
G
Base: Total sample aged 25-39 (n=619, 2011) What did you drink yesterday during each of the following times? This may include any beverage that you drank at home or outside your home and may have come in a cup, can or bottle. Significantly different from PY
Combined to Create Gourmet Coffee
Beverages
Weekly Penetration of Coffee by Gourmet Sub-types
14
39
25
13 11 10
8
3
22
9
36
22
11 9 9 7
4
21
9
GourmetCoffee
Beverages(Net)
Espresso-Based Cappuccino Latte Cafe Mocha Espresso Macchiato TraditionalCoffee -
Gourmet
Frozen BlendedCoffee
'10 '11
PERC
ENT
DRIN
KIN
G
Significantly different from PY
Base: Total sample (n=2740, 2010, n=2,663, 2011) What did you drink yesterday during each of the following times? This may include any beverage that you drank at home or outside your home and may have come in a cup, can or bottle. Now we’d like to ask you about some specific types of coffee beverages you may have consumed in the PAST WEEK. Please keep in mind that these may be coffee beverages that you drank at home or bought outside your home and may have come in a cup, can or bottle. In the past week, have you, yourself, drunk...
From The Press
15
One of the first things consumers cut out of their budgets when they're feeling pinched is a jolt of high-priced caffeine served up by their local barista. It's also one of the first little luxuries that consumers find worth shelling out for when they start to feel more comfortable with the direction of the economy.
Yahoo Finance, February 18, 2011
Share of Cups – Gourmet vs. Non-Gourmet
16
Base: Past Day Coffee Drinkers Age 18+ (n=1523, 2010, n=1,555, 2011) Was the [COFFEE/COFFEE BEVERAGE] gourmet coffee - that is, brewed from premium whole bean or ground varieties?
Gourmet, 40
Not gourmet,
60
Gourmet, 37
Not gourmet,
63
2010 2011
Number of Cups Per Day M
ean
# O
f Cup
s
Base: Past Day Coffee Drinkers Age 18+ (n=1829, 2008, n=1839, 2009, n=1523, 2010, n=1,555, 2011) How many cups or glasses of [COFFEE/COFFEE BEVERAGE] did you drink [TIME OF DAY]?
Base: Total sample (n=3042, 2008, n=3118, 2009, n=2740, 2010, n=2,663, 2011) How many cups or glasses of [COFFEE/COFFEE BEVERAGE] did you drink [TIME OF DAY]?
Per Capita (Drinkers And Non-Drinkers) Per Total Coffee Drinkers
2.1 2.0 1.8 2.0
'08 '09 '10 '11
3.6 3.5 3.2 3.4
'08 '09 '10 '11
17
Share of Coffee By Location Consumed
18
Travelling, 6 Eating Place,
6
Work, 12
Other, 3
Home, 73
Workplace coffee area,
74
Other locations, 27
Base: Past Day Coffee Drinkers Age 18+ (n=1,555, 2011) Where did you drink the [COFFEE/COFFEE BEVERAGE]? Where was the [COFFEE/COFFEE BEVERAGE] prepared you had yesterday [TIME OF DAY]?
Where coffee consumed at work is prepared
Share of Past Day Coffee
How is the economy affecting coffee consumption?
Personal Financial Situation – vs. 6 Months Ago
4
14
46
25
11
Much better
Somewhatbetter
The same
Somewhatworse
Much worse
20
Base: Past year coffee consumers (n=2,020, 2011) Compared to six months ago, is your personal financial situation...
7
20
46
19
7
8
21
45
17
10
2
11
45
29
14
2
9
49
31
9
Much better
Somewhat better
The same
Somewhat worse
Much worse
18-24 25-39 40-59 60+
Total Sample By Age
28% among 18-39 vs.
12% among 40+
36%
18%
27% among 18-39 vs.
42% among 40+
Past 6 Months Changed Coffee Consumption Because of Financial Situation
21
Yes, 17
No, 80
Base: Past year coffee consumers (n=2,020, 2011) And within the past 6 months, have you changed your coffee consumption because of your personal financial situation? This could include changes to how much coffee you drink, what type of coffee you drink, where you buy your coffee, etc.
33
23
44
Away fromhome only
At home only
Both
Made changes…
Base: Changed coffee consumption (n=333, 2011) Have you made changes to the coffee you purchase and drink...
14% in 2009 15% in 2010
Away from Home Changes – Financial Situation Same/Worse
65
36
27
17
16
15
9
Buy less frequently
Switched to making more coffee at home
Buy less expensive type of coffee/drink
Buy smaller cups
Stopped buying entirely
Use coupons
Switched locations looking for better value
22
Base: Personal financial situation is same/worse and made changes away from home (n=215, 2011) Which of these changes have you made to the coffee you purchase and drink away from home? Please select all that apply.
At Home Changes – Financial Situation Same/Worse
41 34 33
31 31
28 27
26 21
18 15
9 7
2
Make coffee at home instead of buying at a…
Switch to less expensive name brand
Limiting use - drinking less frequently
Stock up when buying on sale
Buy less often
Use coupons
Only buy when it's on sale
Switch to less expensive generic or store brand
Limiting use - using less coffee per pot
Switch stores to look for better value
Buying larger size
Buy a smaller size / downsize
Stopped buying entirely
Something else
23
Base: Personal financial situation is same/worse and made changes at home (n=189, 2011) Which of these changes have you made to the coffee you purchase and drink at home? Please select all that apply.
Single Cup (Instant Coffee Stick Packs)
Instant Coffee Package Formats – Past Day Penetration
1
5
Stick pack
Can or jar
25
Base: Total sample (n=2,663, 2011) What kind of package did the instant coffee come in?
Percent drinking instant coffee from…
Instant Coffee Stick Packs – Familiarity
24
21
34
9
10
2
I have never heard of it
I have heard of it, but don't knowanything about it
I know a little bit about it but havenever bought it
I bought it in the past, but not now
I buy it occasionally
I buy it regularly
26
Base: Ever drank coffee aged 18+ (n=2,171 2011) Some instant coffee is sold in single, pre-measured stick packs. What is your experience with instant coffee in this type of packaging?
21% total penetration, 12%
current users
Instant Coffee Stick Packs – Advantages
54
53
46
35
25
19
18
14
8
5
60
57
57
35
27
21
18
32
11
0
Easy to use on the go / while traveling
Pre-measured / easy dosage
Easy to use / open packaging
Less mess
Enables me to drink a wider variety / more flavours
Stays fresher longer
People in the household drink different types of…
Coffee tastes great
Better value for the money
OtherAware of stick packs
Stick pack users
27
Base: Aware of instant coffee stick packs (n=1,187 2011), Stick pack users (n=247, 2011) In your opinion, what are the advantages of using instant coffee from single pre-measured stick packs? Please select all that apply.
Significantly higher vs. comparison group
Instant Coffee Stick Packs – Disadvantages
58
32
15
11
7
7
7
60
20
8
7
9
8
11
Too expensive
Coffee does not taste great
Don't drink coffee on the go
Don't find the pre-measured amount convenient
They're not available in my area / where I shop
I find them difficult to open
Other Aware of stick packs
Stick pack users
28
Base: Aware of instant coffee stick packs (n=1,187 2011), Stick pack users (n=247, 2011) In your opinion, what are the advantages of using instant coffee from single pre-measured stick packs? Please select all that apply.
Single Cup (Capsules)
Single Cup Brewing Systems – Awareness
30
59
48
60
63
56
61
40
63
66
62
55
37
55
61
57
73
61
68
78
77
Total
18-24
25-39
40-59
60+
2005200620072011
Base: Total Sample age 18 and over (n=2,950 2005, n=2,954 2006, n=2,951 2007, n=2,663 2011) Several companies have recently introduced a new way of brewing coffee. With this brewer, you insert a single, pre-measured, sealed disk or capsule of coffee into a specially designed machine. The machine brews a single cup of coffee directly into your coffee cup in about a minute. Have you heard of this type of brewer before now?
Single Cup Brewing Systems – Ownership
31
1 2 3
7
2005 2006 2007 2008 2009 2010 2011
Base: Total Sample age 18 and over (n=2,950 2005, n=2,954 2006, n=2,951 2007, n=2,663 2011) In the next six months, how likely are you to buy this type of single-cup brewer for use in your home? Those who responded “Already have this brewer in my home”
NA NA NA
Single Cup Brewing Systems – Time Owned
32
29
31
33
7
35
17
23
27
Less than 6months
6-12months
1-2 years
More than2 years
20072011
Base: Have single cup brewing system at home (n=75 2007, n=173 2011) How long have you owned this type of brewer?
Significantly higher vs. comparison group
Single Cup Brewing Systems – Replacement
33
28
61
11
49
36
15
Replacedpreviousbrewer
Use both (oldand new)
Did not ownbrewerbefore
20072011
Base: Have single cup brewing system at home (n=75 2007, n=173 2011) Did you replace your previous coffee brewer with this new machine for coffee you prepare at home, or do you now use both?
Significantly higher vs. comparison group
Single Cup Brewing Systems – How Acquired
34
56
44
52
48
Bought forself
Received asgift
2007 2011
Base: Have single cup brewing system at home (n=75 2007, n=173 2011) Did you buy this brewer yourself or did you receive it as a gift?
Single Cup – Average Cups Per Day
35
Base: Have single cup brewing system at home (n=173 2011) On average, how many cups of coffee made with this single-cup brewer do you personally drink per day?
36
18
24
9
14
43
27
17
8
6
Less than one
1
2
3
4+Bought for self
Received as Gift
Single Cup Brewing Systems – % of Coffee
36
None, 11
1%-25%, 19
25%-49%, 8
50%-74%, 13
75%-100%, 49
Percent of the consumer’s total coffee made with single cup system
Base: Have single cup brewing system at home (n=173 2011) Thinking about all coffee that you drink both at home and away from home, what percent of your total coffee is made with this single-cup brewer …
Single Cup Brewing Systems – Beverages Made
37
54 25
17 12
5 5 5
3 3 4
2 1
19 25
30 24
9 8 7
8 7 6
2 2
Traditional coffee
Flavored coffee
Hot chocolate
Hot tea
Cappuccino
Iced tea
Café Mocha/Mocha
Latte
Espresso
Iced coffee
Macchiato
Frozen blended coffee
I make this beverage with my machine regularly
I make this beverage with my machine occasionallyBase: Have single cup brewing system at home (n=173 2011) Please indicate your experience with making each of the following beverages using this single-cup brewer.
72
49
47
36
15
13
12
11
10
11
5
3
% Regularly/Occasionally
Single Cup Brewing Systems – Purchase Intent
38
2
4
5
7
10
22
26
26
54
33
2007
2011
Definitely Would Buy Probably Would Buy Might or Might Not BuyProbably Would Not Buy Definitely Would Not Buy
Base: Aware of single cup brewers (n=1,630 2007, n=1,951 2011) In the next six months, how likely are you to buy this type of single-cup brewer for use in your home?
Significantly higher vs. comparison group
Single Cup Brewing Systems – Gifting Intent
39
2
3
8
6
18
25
31
35
40
32
2007
2011
Definitely Would Buy Probably Would Buy Might or Might Not BuyProbably Would Not Buy Definitely Would Not Buy
Base: Aware of single cup brewers (n=1,630 2007, n=1,951 2011) In the next six months, how likely are you to buy a single-cup brewer as a gift for someone outside of your home?
Significantly higher vs. comparison group
Single Cup Brewing Systems – Perception
40
9
15
17
30
42
36
21
13
11
6
2007
2011
Excellent Very Good Good Fair Poor
Base: Aware of single cup brewers (n=1,630 2007, n=1,951 2011) What is your overall opinion of single-cup brewers? Do you think that they are…
Significantly higher vs. comparison group
Impact of Attitudes on Single Cup Brewer Perceptions
41
.24
.17
.12
.10
.08
.08
.05
.05
.04
.03
.02
-.07
This brewer makes better tasting coffee than other brewing methods
This type of brewer is easier to use than other brewing methods
I have heard positive comments about this brewer from friends and family
This type of brewer is great when I only want to make a single cup
A cup of coffee made with this brewer is good value for my money
This brewer allows me to experiment with many brands of my favourite coffee
It is easy to buy the coffee disks/capsules that this type of brewer requires
This type of brewer is great for entertaining
This type of coffee brewer is reasonably priced
It is easy to tell which brands of coffee disks/capsules work with which type of brewer
This brewer is able to make a wide variety of beverages
This brewer creates more waste than other brewers I've used in the past
Base: Aware of single cup brewers (n=1,951 2011) Here is a list of statements about single cup brewers. Please indicate if you agree completely, agree somewhat, neither agree nor disagree, disagree somewhat or disagree completely with each statement.
Single Cup Attitudes – 2007 vs. 2011
42
Base: Aware of single cup brewers (n=1,630 2007, n=1,951 2011) Here is a list of statements about single cup brewers. Please indicate if you agree completely, agree somewhat, neither agree nor disagree, disagree somewhat or disagree completely with each statement.
2007 2011 Gap
I have heard positive comments about this brewer from friends and family 33 47 14
This type of brewer is easier to use than other brewing methods 52 63 11
It is easy to buy the coffee packets that this type of brewer requires 38 49 11
This brewer makes better tasting coffee than other brewing methods 24 34 10
It is easy to tell which brands of coffee packets work with which type of brewer 36 42 6
This type of brewer is great for entertaining 30 33 3
A cup of coffee made with this brewer is good value for my money 29 32 3
This type of brewer is great when I only want to make a single cup of coffee 75 77 2
This type of coffee brewer is reasonably priced 28 27 -1
Final Thoughts
Younger Consumers and the Economy
Younger consumers are feeling better about the economy and responding by returning to previous coffee consumption habits.
Consumers 18-39 increasing coffee frequency with those aged 25-39 specifically increasing gourmet coffee frequency
The challenge may be addressing the needs of older consumers, who are still feeling vulnerable.
44
Stability
Despite the increasing fragmentation of the beverage category, the coffee category remains strong.
Category stable overall
80% are maintaining coffee habits despite economic uncertainty
45
Evolution
Coffee retains its relevancy through ongoing evolution:
Growth of gourmet coffee
Single cup (brewed and instant)
46