With consumer perceptions of the economy about as bleak as a winter weather forecast in the Midwest, it’s no wonder marketers are embracing any and all methods to reach consumers.
The economic downturn caused many consumers to cut back across categories, but coffee consumers have found new ways to enjoy their cup of joe. Approximately 79 percent of adults in the United States drank coffee in the last two years, according to Chicago-based Mintel Group Ltd.’s October Coffee report. However, 48 percent of coffee drinkers surveyed said they are drinking more coffee at home and less away from home in 2011 than they were a year ago — a trend that Mintel predicts will continue to drive retail coffee sales through 2012.
In its “Breakfast Consumer Trend Report,” Chicago-based research firm Technomic notes that coffee is playing an increasingly important role in consumers’ breakfast purchasing decisions. Thirty-three percent of consumers who drink coffee at breakfast say they are loyal to a coffee brand or restaurant that serves their preferred coffee, which is an increase from 25 percent who reported loyalty in 2009, it states.
Previously available online only, Gevalia coffee will be available in retailers in the United States for the first time in January through Kraft Foods Inc.
Starbucks Coffee Co., Seattle, announced that since the launch of its mobile payment technology in January, there have been 26 million mobile transactions to date. In the first nine weeks of the program, there were 3 million transactions, and in comparison for the nine-week period starting in October, there were 6 million transactions, demonstrating a significant jump in customer adoption and use.
In preparation for the holiday season ahead, Paramount Coffee Co. is rolling out seasonal roasts in holiday packaging and adding twists to the classics.
Green Mountain Coffee Roasters Inc. (GMCR), based in Waterbury, Vt., has chosen Isle of Wight County, Va., as the future home of its new manufacturing and distribution facility.