Monday, October 11, 2010

Coffee Drinkers Dying Out - Or Consumption Patterns Changing?

Van Gough illustrates the look of today's coffee drinker...
Mintel has been analyzing coffee and seeing precisely these trends.Older consumers still drink their coffee as a daily routine. Younger consumers drink less at home and not everyday. In fact just 27% of 18-24 year olds say they are drinking coffee on a daily basis.

In other analysis, it is apparent that the dollars spent on coffee is holding/increasing as Starbucks (single serve away from home consumption) and K Cups (single serve at home consumption) have made carafe coffee consumption (at home multiserve) less  frequent. Changes that will be margin enhancing, but not scale producing.

This is a new model for coffee, one that has take root over the past decade. Coffee has gone from the all purpose caffeine delivery system to a relaxing personal beverage occasion. With, I would believe, more changes to come.

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