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NATIONAL COFFEE
DRINKING TRENDS
© 2012 National Coffee Association of U.S.A., Inc.
Agenda

Background

What are people drinking?

How is coffee being prepared

Country of origin associations
2
Background and Methodology

NCA founded in 1911

National Coffee Drinking Trends conducted annually since
1950.

Respondent profile:

Aged 18 +

Drank a beverage other than tap water past-day.

Age, gender and region quotas to reflect the population
distribution.
3
What are People
Drinking?
4
Past-Day Penetration – Trending
PERCENT DRINKING
70
Total Coffee
60
Soft Drinks
50
Tap water
40
30
Bottled water
(unflavored)
20
Tea
10
Juice
0
2008
2009
2010
2011
2012
NOTE: NCDT 2012 includes a representative
sample of Hispanic Americans and African
Americans. Comparisons to previous years are
directional only.
Base: Total sample aged 18+ (n=3042, 2008, n=3118, 2009, n=2740, 2010, n=2,663, 2011, n=2,955, 2012)
What did you drink yesterday during each of the following times? This may include any beverage that you drank at home or
outside your home and may have come in a cup, can or bottle.
5
Past-Day Beverage Penetration – Long Term Trending
100
PERCENT DRINKING
NOTE: NCDT 2012 includes a representative
sample of Hispanic Americans and African
Americans. Comparisons to previous years are
directional only.
60
50
40
30
20
10
1954
1956
1958
1960
1962
1964
1966
1968
1970
1972
1974
1976
1978
1980
1982
1984
1986
1988
1990
1993
1996
1998
2000
2002
2004
2006
2008
2010
2012
0
Inclusion of an ethnically representative sample
70
Transition from telephone interviews to online
80
Transition from in-person interviews to telephone
90
Base: Total sample aged 18+ (n=2,955, 2012)
What did you drink yesterday during each of the following times? This may include any beverage that you drank at
home or outside your home and may have come in a cup, can or bottle.
6
6
Penetration of Coffee – Past Day/Week/Year
PERCENT DRINKING
60 59
64
73
72 70
68 68
82 84
77 76 78
2008
2009
2010
2011
2012
56 58
NOTE: NCDT
2012 includes a
representative
sample of
Hispanic
Americans and
African
Americans.
Comparisons to
previous years
are directional
only.
Past day
Past week
Past year
Significantly higher / lower vs. previous year
Base: Total sample aged 18+ (n=3042, 2008, n=3118, 2009, n=2740, 2010, n=2,663, 2011, n=2,955, 2012)
What did you drink yesterday during each of the following times? This may include any beverage that you drank at
home or outside your home and may have come in a cup, can or bottle.
7
Daily Penetration of Coffee By Age
PERCENT DRINKING
63
50
63
61 61
65
74
68
69
71
2008
2009
54
53
2010
2011
44
41
34
51
66
76
2012
40
NOTE: NCDT
2012 includes a
representative
sample of
Hispanic
Americans and
African
Americans.
Comparisons to
previous years
are directional
only.
31
18-24
25-39
40-59
60+
Significantly higher / lower vs. previous year
Base: Total sample aged 18+ 2012 – n=451 (18-24), n=816 (25-39), n=1050 (40-59), n=638 (60+)
What did you drink yesterday during each of the following times? This may include any beverage that you drank at
home or outside your home and may have come in a cup, can or bottle.
8
Daily Penetration of Coffee by Type
NOTE: NCDT 2012 includes a
representative sample of Hispanic
Americans and African Americans.
Comparisons to previous years
are directional only.
64
58
56
PERCENT DRINKING
56
54
51
3839
35
32
Combined to Create
Gourmet Coffee
Beverages
2425
8
67
88
14
11
7
22
1817
2010
9
2011
2012
Total Coffee
Traditional
Coffee - Total
Traditional
Coffee - Not
Gourmet
Instant
Decaf
Gourmet Coffee Espresso-Based
Beverages (Net) Beverages
Base: Total sample aged 18+ (n=2,740, 2010, n=2,663, 2011, n=2,955, 2012)
What did you drink yesterday during each of the following times? This may include any beverage that you drank at
home or outside your home and may have come in a cup, can or bottle.
Traditional
Coffee Gourmet
9
Daily Penetration of Coffee Types by Age
71
50
PERCENT DRINKING
68
6365
NOTE: NCDT 2012 includes a
representative sample of Hispanic
Americans and African Americans.
Comparisons to previous years
are directional only.
59
52
51
41
Combined to Create
Gourmet Coffee
Beverages
41
36
30
27
28
7789
Total Coffee
Traditional
Coffee - Total
Traditional
Coffee - Not
Gourmet
Instant
13 14
9 8
Decaf
32
25
22
16
12
6
Gourmet
Espresso-Based
Coffee
Beverages
Beverages (Net)
26
23
19
13
18-24
25-39
40-59
60+
Traditional
coffee Gourmet
Significantly higher / lower than all other age groups.
Base: Total sample aged 18+ (n=2,955, 2012, 18-24 (n=451), 25-39 (n=816), 40-59 (n=1050), 60+ (n=638))
What did you drink yesterday during each of the following times? This may include any beverage that you drank at
home or outside your home and may have come in a cup, can or bottle.
10
Weekly Penetration of Coffee by Gourmet Sub-types
NOTE: NCDT 2012 includes a
representative sample of Hispanic
Americans and African Americans.
Comparisons to previous years
are directional only.
PERCENT DRINKING
44
39
36
31
26
25
22
18
13
11
Gourmet
Coffee
Beverages
(Net)
Espresso-Based Cappuccino
2010
2221
11 12 10 13
9
9
Latte
Cafe Mocha
2011
13
13
87
Espresso
2012
99
344
Macchiato
Traditional
Coffee Gourmet
Frozen Blended
Coffee
Base: Total sample aged 18+ (n=2740, 2010, n=2,663, 2011, n=2,955, 2012)
What did you drink yesterday during each of the following times? This may include any beverage that you drank at home or outside your home and
may have come in a cup, can or bottle.
Now we’d like to ask you about some specific types of coffee beverages you may have consumed in the PAST WEEK. Please keep in mind that these
may be coffee beverages that you drank at home or bought outside your home and may have come in a cup, can or bottle. In the past week, have
you, yourself, drunk...
Significantly higher / lower vs. previous year
11
Share of Cups – Gourmet vs. Non-Gourmet
SHARE OF COFFEE CONSUMED YESTERDAY
2010
2011
2012
40
37
60
Gourmet
63
46
NOTE: NCDT 2012 includes a
representative sample of Hispanic
Americans and African Americans.
Comparisons to previous years
are directional only.
Not Gourmet
54
Base: Past-Day Coffee Drinkers Age 18+ (n=1523, 2010, n=1,555, 2011, n=1,814, 2012)
Was the [COFFEE/COFFEE BEVERAGE] gourmet coffee - that is, brewed from premium whole bean or ground
varieties?
12
Share of Coffee By Location Consumed
Share of Past Day Coffee
Cups
Travelling,
4
Eating
Place, 7
Where coffee consumed
at work is prepared
Work, 12
Other, 2
Other
locations,
36
Home, 76
Base: Total coffee consumed (n=5147, 2012)
Where did you drink the [COFFEE/COFFEE BEVERAGE]?
Where was the [COFFEE/COFFEE BEVERAGE] prepared you had yesterday [TIME OF DAY]?
Workplace
coffee
area, 64
13
How is coffee being
prepared?
14
Brewing Systems – Past-Day Penetration
PERCENT USING BREWING SYSTEM PAST DAY
Drip coffee maker
Single cup brewer
Instant coffee from can or Jar
Espresso machine
Ready-to-drink
Percolator
Single cup stick pack
French press/plunger
Moka stove top
Coffee Strainer
4
43
42
39
7
12
5
5
6
3
3
6
NA
2010
3
4
2011
1
2
2012
2
1
1
2
1
1
2
1
2
NOTE: NCDT 2012 includes a representative
NA
NA
1
sample of Hispanic Americans and African
Americans. Comparisons to previous years
are directional only.
18-24
Age – 2012 Data
25-39 40-59
n=451
n=816
n=1050
n=638
22
35
42
48
12
15
11
11
5
5
7
8
5
10
5
2
8
5
4
1
2
1
2
2
1
2
2
1
1
3
1
1
3
2
1
1
2
2
1
2
60+
Significantly higher / lower vs. previous year
Base: Total sample (n=2,740 ,2010, n=2,663, 2011, n=2,955, 2012)
Thinking of the [COFFEE/COFFEE BEVERAGE] you had yesterday [TIME OF DAY], how was the [COFFEE/COFFEE BEVERAGE]
prepared?
15
Single-Cup Brewing Systems – Ownership
PERCENT OWN A SINGLE-CUP SYSTEM
10
1
2005
2
3
2006
2007
NA
NA
NA
7
2008
2009
2010
2011
Base: Total sample aged 18+ (n=2,950, 2005, n=2,954, 2006, n=2,951, 2007, n=2,663, 2011, n=2,955, 2012)
In the next six months, how likely are you to buy this type of single-cup brewer for use in your home?
2012
16
Single Cup Brewing Systems – Time Owned
PERCENT OF TIME OWNED
29
Less than 6 months
6-12 months
17
1-2 years
More than 4 years
31
21
7
16
N/A
N/A
4
2007
33
23
24
2-4 Years
(Previously More than 2 years)
35
36
2011
2012
27
NOTE: NCDT 2012 includes a representative
sample of Hispanic Americans and African
Americans. Comparisons to previous years
are directional only.
Significantly higher / lower vs. previous year
Base: Those who have a single cup brewing system at home (n=75 2007, n=173 2011, n=255 2012)
Note: More than 4 years was added as an option in 2012
How long have you owned this single-cup brewer?
17
Country of Origin
Associations
18
Countries Associated with Producing Coffee


Awareness numbers for several key coffee producing
countries was lower in 2012 vs. numbers reported
previously.
This may reflect declines in awareness or differing levels
of awareness among the ethnic groups that are now
better represented in the 2012 NCDT.
19
Countries Associated with Producing Coffee
PERCENT WHO STRONGLY OR SOMEWHAT ASSOCIATE THE COUNTRY WITH PRODUCING COFFEE
Vietnam
Ethiopia
Indonesia Sumatra
Kenya
Nicaragua
Mexico
Guatemala
Hawaiian Kona
Costa Rica
Brazil
Colombia
N/A
14
11
12
26
26
24
23
33
34
30
30
37
36
3032
40
41
37
34
4447
45
44
4850
4145
NOTE: NCDT 2012 includes a representative
sample of Hispanic Americans and African
Americans. Comparisons to previous years are
directional only.
62
63
58
51
6466
5962
2008
2009
2010
2012
80
79
70 77
91
90
85 91
% Based on total sample 18+ - 2008 (n=3042), 2009 (n=3118), 2010 (n=2740), 2012 (n=2955)
Thinking of what you, personally, know about each of the following regions or countries, to what extent do you associate each of
them with producing coffee?
20
Quality Associations with Coffee Producing Countries


Awareness and quality associations are 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 of their
countries association with coffee production.
21
Quality Associations with Coffee Producing Countries
Vietnam
N/A
n=355
Mexico
n=1335
Nicaragua
n=977
Guatemala
N=1188
Ethiopia
n=665
Kenya
n=825
Indonesia Sumatra
n=824
Costa Rica
n=1679
Brazil
n=2010
Hawaiian Kona
n=1406
Colombia
n=2416
% Based on total sample 18+ aware of each country 2008 (n=3042), 2010 (n~2740)
And do you think that each of these countries produces coffee that is…
NOTE: NCDT 2012 includes a
representative sample of Hispanic
Americans and African Americans.
Comparisons to previous years are
directional only.
74
78
79
78
77
83
80
82
85
83
85
85
84
84
87
89
86
89
90
89
90
90
91
96
95
95
96
97
95
98
98
97
2008
2010
2012
22
Graham R. Hill
Director of Knowledge Management
National Coffee Association
45 Broadway
Suite 1140
New York, NY 10006
212-766-4007
http://www.ncausa.org
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