Beverage Industry

Premium coffee continues to attract consumers

March 16, 2010

Consumers continued to indulge in premium coffees during the economic downturn, reported Packaged Facts, a New York-based market research publisher. Total coffee market sales, including foodservice and retail, rose by 4 percent to $48 billion in 2009, the firm stated in its “Coffee and Ready-to-Drink Coffee in the U.S.: The Market and Opportunities in Retail and Foodservice” report.

Accounting for 87 percent of the coffee market were foodservice sales, including Dunkin’ Donuts select blends and McDonald’s McCafe coffee lineup. The foodservice market reached $42 billion, Packaged Facts reported.

In addition to foodservice, upscale coffee trends also included specialty coffee varieties, single-pod coffee, Fair Trade and certified coffees. Consumers have grown their “coffee connoisseurship” and prefer to make tradeoffs in spending rather than settling for inexpensive ground coffee, the report said.

To align with consumer preferences during the recession some marketers have emphasized the premium nature of new coffee drinks, and foodservice companies continue to introduce high-end coffee beverages at relatively low prices, the report said.