“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.”