Transcript Document

U.S. Consumer Trends
2010 NCDT
Robert F. Nelson
President & CEO
National Coffee Association
Sintercafe 2010
Total Coffee Consumption
80%
72%
70%
60%
60%
59%
70%
68%
56%
50%
08
40%
09
30%
10
20%
10%
0%
Drank Yesterday
Drank Past Week
National Coffee Drinking Trends (c) NCA 2010
% of Population 18 and Over
Percent Drinking Total Coffee Past Day
By Age
80%
74%
70%
66%
60%
51%
61%
44%
41%
34%
63%
53%
50%
40%
68%
08
09
31%
30%
10
20%
10%
0%
18 - 24
25 - 39
40 - 59
Significantly different from 2009
National Coffee Drinking Trends (c) NCA 2010
60 +
Share of Cups of Total Coffee –
Gourmet vs. Non-Gourmet
% Share of Cups
40%
60%
Gourmet
Not Gourmet
National Coffee Drinking Trends (c) NCA 2010
Yearly Consumption of Coffee by
Gourmet Sub-types
70%
60%
59%
50%
50%
40%
34%
29%
30%
26%
25%
19%
20%
10%
10%
0%
27%
Gourmet
Coffee
Beverages
Espresso
Based
Cappuccino
Latte
Café Moch
Espresso
Based
National Coffee Drinking Trends (c) NCA 2010
Macchiato
Traditional
Coffee Gourmet
Frozen
Blended
Coffee
Place of Preparation Total Coffee
100%
90%
85% 86%
82%
80%
70%
60%
08
50%
09
40%
10
31% 31%
30%
26%
20%
12% 12%
10%
10%
11% 10% 11%
5% 5% 3%
4% 4% 3%
Workplace
Cafeteria
Convenice
Store/Gas Station
0%
Home
Out-of-Home
(Net)
Eating Place
Workplace Coffee
Area
National Coffee Drinking Trends (c) NCA 2010
PERCENT STRONGLY/SOMEWHAT ASOCIATE COUNTRY WITH PRODUCING COFFEE
Countries Associated with Producing
Coffee
100%
91%
91%
90%
90%
80% 79%
77%
80%
70%
66%
63%
64% 62%
62% 58%
60%
48%
50%
40%
50%
47%
45% 44% 45%
40%41%
37% 37%36%
32% 33% 34%
30%
30%
08
09
10
26%26%
24%
20%
14%
11%
10%
0%
Colombia
Brazil
Costa Rica United States Guratemala
(Hawaii)
Mexico
Nicaragua
Kenya
National Coffee Drinking Trends (c) NCA 2010
Indonesia
Sumatra
Ethiopia
Vietnam
PERCENT PRODUCES COFFEE THAT IS VERY/SOMEWHAT HIGH QUALITY
Quality Associations with Coffee
Producing Countries
120%
100%
80%
98%98%
97%
96%
96%95%
When looking at awareness of the origins, there are large differences. When looking
at quality associations with the origins, the gaps are smaller. The two measures are
also connected, with origins that perform well on awareness also having an
advantage in terms of perceived quality. This indicates that the primary opportunity
for coffee producing countries is to boost awareness.
90%
90% 90%
89%
89%
87%
85%84% 85%83% 83%
80% 79%
78%
74%
60%
08
40%
10
20%
0%
National Coffee Drinking Trends (c) NCA 2010