Americans are Drinking Less Coffee at Home

 

The U.S. is still the largest coffee-consuming nation in the world, but the amount of coffee people are drinking at home has generally declined over the period 1998-2003. Excluding Wal-Mart, sales through FDM channels fell by close to 15%, from $3.4 billion in 1998 to an estimated $2.9 billion in 2003, and part of this is due to declining coffee prices. Per capita, Americans are simply drinking less coffee at home and the trend is likely to continue. Coffees that convey a lifestyle tie-in—specialty coffees, socially and environmentally conscious coffees, creamy ready-to-drink beverages—are experiencing more success than standard ground coffee. Ready-to-drink coffee also has the added advantage of requiring no preparation. But these areas of the market, though growing, are still quite small compared with the more traditional segments, and so far have had only limited effect on the total coffee market. Coffees experiencing the most success are those coffees that convey a lifestyle tie-in—specialty gourmet coffees, socially and environmentally conscious coffees, creamy ready-to-drink beverages. Consumers seem to want more than "just a cup of coffee." Ready-to-drink coffee also has the added advantage of requiring no preparation. But these areas of the market, though growing, are still quite small compared with the more traditional segments, and so far have had only limited effect on the total coffee market. This is an update of Mintel's previous report on the Coffee market, Coffee—U.S., consumer intelligence, January 2003. Key issues covered in this report include the rise of premium coffee awareness, cause-related coffees, the successful growth of Starbucks, age patterns in coffee consumption and the relative performance of different segments in the market. Original consumer research examines attitudes and behavior by age, gender, ethnicity and income, and a six-year trend analysis predicts future growth. This report covers coffee and coffee beverages sold for home consumption. It excludes coffee substitutes, additives, and flavorings. Also excluded is prepared coffee sold through outlets such as coffee houses, restaurants, convenience stores, vending machines, and other venues. Coffees covered in this report include: Ground, whole bean, or instant Light, medium, dark, or espresso roasts Straight (made from a single variety of bean) or blends Caffeinated, decaffeinated, or "light" (reduced caffeine content); decaffeinated coffee includes different formulations Flavored or unflavored Specialty and premium beans Sustainable and cause-related coffees, including organic, shade-grown, bird-friendly, eco-friendly, and fair trade Bulk (loose beans), prepackaged multi-serving, and single-serve filter packs Coffee beverages made with added flavorings, sweeteners, or other ingredients; these may be sold as instant or ready-to-drink coffees Freeze-dried, spray-dried, granulated, or powdered instants. This report includes IRI InfoScan data. A number of U.S. reports covering related sectors have been published, are planned, or are in preparation, including: Coffee Shops—U.S., consumer intelligence, February 2004 Bottled Water—U.S., consumer intelligence December 2003 Hispanics and Drinks—U.S., consumer intelligence, November 2003 Store Brand Drinks—U.S., consumer intelligence, October 2003 Functional Beverages—U.S., consumer intelligence, September 2003 Energy Drinks—U.S., consumer intelligence, July 2003 Tea—U.S., consumer intelligence, June 2003 Dairy/Non-Dairy Creamer and Dairy Cream—U.S., consumer intelligence, March 2003 Carbonated Soft Drinks—U.S., consumer intelligence, February 2003 Coffee—U.S., consumer intelligence, January 2003 Breakfast Drinks—U.S., consumer intelligence, November 2002 RTD Noncarbonated Beverages—U.S., consumer intelligence, August 2002 Beverages: Volume 1-The Consumer—U.S., consumer intelligence, July 2002 Beverages: Volume 2-The Marketplace—U.S., consumer intelligence, July 2002 Sports Drinks—U.S. consumer intelligence, July 2002 This report contains US IRI InfoScan data.