“The
best part of waking up is Folger’s in your cup” is a tagline recognized by many
consumers, and that home-brewed concept seems to be especially popular this
year. Instead of venturing to a local coffee shop for a morning cup of joe,
nowadays the consumer is brewing more at home. The trend is occurring due to
the recession, which has caused thrifty consumers to think twice about spending
on higher-priced coffee-shop coffees.
“Consumers
are brewing more at home to save money,” says Garima Goel-lal, senior beverage
analyst at Mintel International, Chicago. “Ground coffee companies are
definitely trying to attract consumers who are trying to get away from a more
expensive format. The brewing at home trend will likely remain, at least in the
short term.”