United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President...
-
Upload
gunnar-hattery -
Category
Documents
-
view
214 -
download
0
Transcript of United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President...
![Page 1: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/1.jpg)
United States Coffee Demand
Consumption Patterns and Key Marketing Issues
Robert F. NelsonPresident and CEONational Coffee Association of USA
![Page 2: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/2.jpg)
““Destiny is not a matter of chance,Destiny is not a matter of chance,it is a matter of choice”it is a matter of choice”
![Page 3: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/3.jpg)
KnowledgeKnowledge
![Page 4: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/4.jpg)
Methodology
• Nationally representative sample• 2,950 persons, 18 years and older• Random digit telephone interviews• January 2002
![Page 5: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/5.jpg)
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
![Page 6: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/6.jpg)
Total Coffee
139,070
158,092161,470
161,022
105,430 108,700
Yesterday Past Year
Num
ber
Dri
nkin
g in
Tho
usan
ds
1991 2002
![Page 7: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/7.jpg)
Renewed Consumer Focus
![Page 8: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/8.jpg)
1990’S Transition
Staple Beverage
Social & Gourmet BeverageSocial & Gourmet Beverage
![Page 9: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/9.jpg)
Percent of Population Drinking Gourmet Coffee Beverages Daily
3.0% 3.3%
9.0% 9.0%
14.0%13.0%
'97 '98 '99 '00 '01 '02
![Page 10: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/10.jpg)
Occasional Consumption of Gourmet Coffee Beverages
35%
47%51% 53%
62%59%
'97 '98 '99 '00 '01 '02
![Page 11: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/11.jpg)
10 Percent of Americans
Drink Gourmet
Coffee Daily
![Page 12: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/12.jpg)
13 percent of Americans
Drink Gourmet Coffee
Beverages Daily
![Page 13: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/13.jpg)
Gourmet Market
Gourmet
Commercial
![Page 14: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/14.jpg)
Purchase of Cause-Related Coffee
1% 1%4%
1%
Shade Fair Trade Organic Bird-Friendly
Percent of Past Week Traditional Coffee Only Drinkers
![Page 15: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/15.jpg)
Long Term Trends Total Coffee
Percent of Population Drinking Yesterday
![Page 16: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/16.jpg)
Percent of Population Drinking Coffee (Total) Daily
56.0% 55.0% 54.0% 54.0%52.0% 52.0%
'97 '98 '99 '00 '01 '02
![Page 17: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/17.jpg)
Cups per Drinker – Total Coffee
3.1
3.33.2
2000 2001 2002
![Page 18: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/18.jpg)
Occasional Consumption of Coffee (Total)
75% 75%78% 79% 80% 77%
'97 '98 '99 '00 '01 '02
![Page 19: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/19.jpg)
Occasional Drinkers
Daily DrinkersDaily Drinkers
![Page 20: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/20.jpg)
Market StrategyMarket Strategy
![Page 21: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/21.jpg)
COMMODITYProduct inProduct in
The Market PlaceThe Market Place
![Page 22: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/22.jpg)
Market Place
• Taste profiles• Types and varieties used• Consumer attributes• Embrace differentiation
![Page 23: United States Coffee Demand Consumption Patterns and Key Marketing Issues Robert F. Nelson President and CEO National Coffee Association of USA.](https://reader036.fdocuments.net/reader036/viewer/2022062619/5519a727550346df0d8b458a/html5/thumbnails/23.jpg)
KnowledgeKnowledge