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1、Coffee and Ready-to-Drink Coffee in the U.S.: The Market and Opportunities in Retail and Foodservice, 7th Edition December 2011 Packaged Facts 11200 Rockville Pike Rockville, Maryland 20852 800.298.5294 t 240.747.3095 f Copyright 2011 by Packaged Facts All rights reserved. Packaged Facts content ma
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3、ited. Copyright infringement is a violation of federal law subject to criminal and civil penalties. Company Background Packaged Facts is a trusted provider of authoritative consumer market research. For over 30 years, our in-depth research, expert analysis and personalized client support have helped
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10、 develop long-term relationships that meet the ongoing needs of our clients. Susan Porjes Susan Porjes is a veteran Packaged Facts market analyst with expertise in myriad consumer packaged goods markets, and a regular contributor of market insight to major business media. Ms. Porjes has researched a
11、nd written dozens of published reports on CPG markets, specializing in U.S. and international food and beverage trends and predictions. Her most recent titles are Natural and Organic Foods and Beverages in the U.S.: 3rd Edition (July 2011), The Future of Food Retailing in the U.S., 3rd Edition (Febr
12、uary 2011), and Gourmet, Specialty and Premium Foods, Beverages and Consumer Trends in the U.S., 8th Edition (September 2010). About the Author COFFEE AND READY-TO-DRINK COFFEE IN THE U.S.: THE MARKET AND OPPORTUNITIES IN RETAIL AND FOODSERVICE, 7TH EDITION DECEMBER 2011 Coffee and Ready-to-Drink Co
13、ffee in the U.S.: The Market and Opportunities in Retail and Foodservice, 7th Edition has been prepared by Packaged Facts. We serve consumer product and service companies and allied businesses in the United States and internationally with a complete line of research publications. Packaged Facts mark
14、et intelligence reports are designed to aid the executive decision-maker by providing essential data and concise analysis with a focus on marketplace trends, consumer insights, and emerging opportunities. Vice President of Publishing Don Montuori Research Director and Publisher David Sprinkle Author
15、 Susan Porjes Marigny Research Group, Inc. New Orleans, LA Publication Date December 2011 LA2897530 All rights reserved. No part of this report may be reproduced without permission of the publisher. Copyright 2011 Packaged Facts This page intentionally left blank Coffee Stumbles in U.S. 279 Kraft Ra
16、ises, Then Cuts Coffee Prices 281 Coffee coffeehouses; coffee/donut shops; bakery/cafs; foodservice areas in convenience stores and gas stations; institutional cafeterias and cafs (inside workplaces, colleges and universities, hospitals, etc.); office coffee service (OCS); cafs and kiosks in superma
17、rkets, shopping malls, bookstores and airports; vending machines; airplane service; in-room hotel set-ups; and other types of institutions that serve food and beverages. Some foodservice venues also offer packaged ready-to-drink (RTD) coffee and/or coffee packets for brewing or dissolving in water.
18、Retail outlets for packaged and bulk coffee include supermarkets and grocery stores, mass merchandisers and supercenters, warehouse clubs, coffeehouses and gourmet/specialty food stores (including roasters/retailers), health/natural food stores, convenience stores, drugstores, dollar stores, and dir
19、ect-sales channels (including online, mail order, and subscription services). The products are also sold through a host of alternative channels, including vending machines (primarily for ready-to-drink coffee), department stores, kitchenware stores, bookstores, clothing boutiques, farmers markets, a
20、nd other alternative venues. T Chapter 1: Executive Summary Coffee trade publications such as Beverage Industry, Automatic Merchandiser and Nations Restaurant News; industry associations including the National Coffee Association, the International Coffee Organization, and the National Association of
21、 Convenience Stores; annual reports, 10Ks, and other financial releases from public companies; government data; and other reports by Packaged Facts. Our analysis of product usage, consumer lifestyle trends, brand preferences, and demographics draws primarily on two data sources: Coffee the “premiumi
22、zation” of coffee as more consumers are drinking premium coffee (for which marketers, foodservice providers, and retailers can charge higher prices); the nations still-growing thirst for specialty coffee beverages, which carry high price tags; and the phenomenal growth of single-serve coffee packet
23、formats, which command extremely high prices relative to the volume of coffee contained inside. 2011 Sales Approach $38 Billion Packaged Facts conservatively estimates that total foodservice and retail sales of coffee topped $37.9 billion in 2011, an increase of 10.0% over the previous years sales o
24、f $34.5 billion and the highest annual growth of the past five years. During the 2007-2011 period, sales rose by a compound annual growth rate (CAGR) of 6.7%. Table 1-1 Table 1-1 Total U.S. Sales of Coffee, 2007-2011 (in millions of dollars) Year Dollar Sales % Change 2011 $37,922 10.0% 2010 34,475
25、7.0 2009 32,212 3.5 2008 31,125 6.5 2007 29,227 - Source: Packaged Facts B Coffee Green Mountain Coffee Roasters has a license to produce and market Newmans Own Organics coffee; and since 2009, Peets Coffee and a “high-growth global snacks business” that will include Jacobs and other European coffee
26、 brands, as well as Cadbury and Milka chocolates, Oreo and LU cookies, Nabisco crackers, Tang powdered beverages, and Trident chewing Coffee Smucker also took over this brand with its acquisition of Folgers in late 2008. During 2007 Kraft reformulated its mainstay Maxwell House ground coffee brand t
27、o contain 100% Arabica beans for a smoother taste. In May 2011, Kraft Foods introduced Maxwell House Gourmet Roast ground coffee. Sold in 11- ounce canisters, the medium roast coffee claims to be “Deliciously Smooth” and “Custom Roasted for Full Flavor.” Retailers Preparing for Growth in Private Lab
28、el As noted above, Product Launch Analytics data show that “private label” is now the most popular claim/tag on new product launches in coffee, and there were 30 new private-label coffee launches during the first nine months of 2011 alone. Among the retailers and retail cooperatives that introduced
29、new private-label coffee lines or extended existing offerings are: Ahold (Natures Promise), A limited editions to celebrate certain events or anniversaries; and limited edition high quality single-origin coffees that are available only in limited supply. Instant Growth Starbucks VIA Ready Brew surpa
30、ssed $200 million in system-wide (Starbucks coffeehouse and grocery channels) sales in its first year, according to an August 30, 2011 company press release. In summer 2010, Starbucks extended the line with a lightly sweetened Starbucks Iced VIA variety, and in fall 2011 added four flavored VIA vari
31、etiesVanilla, Mocha, Coffee or cold-brew it by combining ground coffee with room-temperature water, usually in a French press coffeemaker, and letting it infuse for 12-24 hours before filtering out the grounds. Recently, several marketers introduced packaged coffee specifically meant for consumers t
32、o use to make iced coffee at home (and, as noted above, Starbucks also brought out VIA Ready Brew instant coffee in iced coffee formulations): New Entries Brew in Ready-to-Drink Coffee The market for ready-to-drink coffee is thoroughly dominated by the North American Coffee Partnership, a joint vent
33、ure between Starbucks Corp. and PepsiCo, Inc., but that has not kept other players from wanting to get into the game. For example, following a West Coast test in 2010, in January 2011, Starbucks subsidiary Seattles Best Coffee began rolling out a new line of RTF iced latte coffee drinks through the
34、North American Coffee Partnership. Made with the same premium coffee as the Seattles Best Coffee hand-crafted beverages, and promoted as part of its “Anywhere Great Coffee is Needed” strategy, the line includes an Iced Latte, Iced Vanilla Latte, and Iced Mocha Latte each with 130 calories. The latte
35、s are being sold through grocery, convenience store, and other retail channels. In his second venture into the RTD coffee waters, celebrity chef Wolfgang Puck has introduced Wolfgang Puck Culinary Iced Coffee, a line of RTD beverages produced by Woodway Beverage Partners (). The “cold brewed,” certi
36、fied organic beverages, which contain 120 calories per 8.5-ounce bottle, are offered in Caf au Lait, Vanilla Fusion, Crme Caramel, and Double Blend Mocha varieties. In May 2011, illy issimo added two new RTD coffee varieties: Caff No Sugarthe first RTD no- sugar option without milk on the market, an
37、d Mochaccino, made with award-winning Doromi cocoa. Coffee rather, its the end experience in the cup. Thats a consideration an operator needs to keep in mind when it comes to investing in equipment.” Supermarkets Lead Retail Market for Packaged Coffee Supermarkets hold the largest share of the retai
38、l coffee market, accounting for an estimated 54% of packaged coffee dollar sales in 2011. The nations leading supermarket operators are The Kroger Co., Safeway, Inc., and Supervalu, Inc., but even these large “national” companies are regional players, fielding supermarkets under a slew of regional b
39、anners in different geographic trading areas. Krogers major banners include Kroger and Ralphs. Safeway owns the Vons, Pavilions, Randalls and Dominicks chains as well as its namesake Safeway stores. Supervalu operates banners including Albertsons/Supervalu, Save-A-Lot and Shaws. In fourth place is t
40、op-ranked Florida regional player Publix Super Markets, Inc. with Coffee as of mid-2011, more than 200 stores featured the installation. The company also supplies green coffee beans. Chapter 1: Executive Summary Coffee those who drink RTD coffee are slightly above average, indexing 112. Surprisingly
41、, consumers in households that use espresso/cappuccino or flavored instant coffee mixes are significantly less likely to have visited Facebook in the last 30 days, with indexes of 89 and 90, respectively. Although the percentages are smallonly 6% of all consumers report visiting MySpace in the last
42、30 days, those in households that use regular ground/whole bean coffee or espresso/cappuccino are half again as likely (9%) to have done so, with indexes of 146. Consumers who drink RTD coffee are more likely than average to visit YouTube (index 122) and MySpace (index 129), and those whose househol
43、ds use flavored instant coffee mixes or espresso/cappuccino are significantly more likely to use Twitter, with indexes of 130. Coffee coffeehouses; coffee/donut shops; bakery/cafs; foodservice areas in convenience stores and gas stations; institutional cafeterias and cafs (inside workplaces, college
44、s and universities, hospitals, etc.); office coffee service (OCS); cafs and kiosks in supermarkets, shopping malls, bookstores and airports; vending machines; airplane service; in-room hotel set-ups; and other types of institutions that serve food and beverages. Some foodservice venues also offer pa
45、ckaged ready-to-drink (RTD) coffee and/or coffee packets for brewing or dissolving in water. Retail outlets for packaged and bulk coffee include supermarkets and grocery stores, mass merchandisers and supercenters, warehouse clubs, coffeehouses and gourmet/specialty food stores (including roasters/r
46、etailers), health/natural food stores, convenience stores, drugstores, dollar stores, and direct-sales channels (including online, mail order, and subscription services). The products are also sold through a host of alternative channels, including vending machines (primarily for ready-to-drink coffe
47、e), department stores, kitchenware stores, bookstores, clothing boutiques, farmers markets, and other alternative venues. T Coffee many machines can make two or three individual cups at a time. Packaged Ready-to-Drink (RTD) Coffee Beverages Japans Ueshima Coffee Co. (UCC) pioneered canned coffee wit
48、h milk back in 1969, and canned coffee beverages have been popular in Asian countriesparticularly Japan and South Koreafor many years. In Asia, vending machines typically sell numerous varieties of flavored canned coffee, both hot and cold. Japanese convenience stores and grocery stores also carry a
49、 wide variety of canned and bottled coffee drinks, which are typically lightly sweetened and pre-blended with milk. Ready-to-drink (RTD) coffee beverages have also become popular in the United States. Packaged RTD coffee beverages come in single-serve containers and are either shelf-stable or require refrigeration. Most include sweetening and flavors, and many include milk. The drinks may be packaged in glass bottles, plastic bottles, or aluminum cans and may be sold either indiv