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United States Coffee Demand. Consumption Patterns and Key Marketing Issues. Robert F. Nelson President and CEO National Coffee Association of USA. “Destiny is not a matter of chance, it is a matter of choice”. Knowledge. Methodology. Nationally representative sample

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united states coffee demand

United States Coffee Demand

Consumption Patterns and Key Marketing Issues

Robert F. Nelson

President and CEO

National Coffee Association of USA

slide2

“Destiny is not a matter of chance,

it is a matter of choice”

methodology
Methodology
  • Nationally representative sample
  • 2,950 persons, 18 years and older
  • Random digit telephone interviews
  • January 2002
definitions
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
Total Coffee

Number Drinking in Thousands

1991

2002

1990 s transition
1990’S Transition

Social & Gourmet Beverage

Staple Beverage

purchase of cause related coffee
Purchase of Cause-Related Coffee

Percent of Past Week Traditional Coffee Only Drinkers

long term trends total coffee
Long Term Trends Total Coffee

Percent of Population Drinking Yesterday

slide19

Daily Drinkers

Occasional Drinkers

slide21

COMMODITY

Product in

The Market Place

market place
Market Place
  • Taste profiles
  • Types and varieties used
  • Consumer attributes
  • Embrace differentiation