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Insights into U.S. Coffee Demand and Consumption Patterns for Strategic Marketing

This report, led by Robert F. Nelson, President and CEO of the National Coffee Association of USA, provides a comprehensive analysis of coffee consumption patterns in the United States based on a national survey of 2,950 adults. It explores the growing demand for gourmet coffee, including espresso-based drinks and iced varieties, and highlights key marketing insights for targeting consumers. This data from January 2002 underlines significant trends in coffee consumption, emphasizing the importance of differentiating products and understanding consumer preferences in a competitive market.

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Insights into U.S. Coffee Demand and Consumption Patterns for Strategic Marketing

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  1. United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA

  2. “Destiny is not a matter of chance, it is a matter of choice”

  3. Knowledge

  4. Methodology • Nationally representative sample • 2,950 persons, 18 years and older • Random digit telephone interviews • January 2002

  5. 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

  6. Total Coffee Number Drinking in Thousands 1991 2002

  7. Renewed Consumer Focus

  8. 1990’S Transition Social & Gourmet Beverage Staple Beverage

  9. Percent of Population Drinking Gourmet Coffee Beverages Daily

  10. Occasional Consumption of Gourmet Coffee Beverages

  11. 10 Percent of Americans Drink Gourmet Coffee Daily

  12. 13 percent of Americans Drink Gourmet Coffee Beverages Daily

  13. Gourmet Market

  14. Purchase of Cause-Related Coffee Percent of Past Week Traditional Coffee Only Drinkers

  15. Long Term Trends Total Coffee Percent of Population Drinking Yesterday

  16. Percent of Population Drinking Coffee (Total) Daily

  17. Cups per Drinker – Total Coffee

  18. Occasional Consumption of Coffee (Total)

  19. Daily Drinkers Occasional Drinkers

  20. Market Strategy

  21. COMMODITY Product in The Market Place

  22. Market Place • Taste profiles • Types and varieties used • Consumer attributes • Embrace differentiation

  23. Knowledge

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