Coffee Sales Rebound Despite Recession: Report

According to Packaged Facts’ new report, “Coffee and Ready-to-Drink Coffee in the U.S.: The Market and Opportunities in Retail and Foodservice, 6th Edition,” as the U.S. economy slid deeper into recession last year, coffee marketers and foodservice operators rebounded from the sales reverses of 2008 with a range of strategies aimed at positioning even high-end offerings as affordable luxuries.

Two success stories cited in the report were Starbucks on the foodservice side and the revitalization of the former P&G retail coffee portfolio by J M. Smucker. Even though effortless coffee category growth through premiumization may have come to an end, such trends as the shifts toward specialty coffee beverages, gourmet beans and ethical consumerism are still holding, the report noted, adding that there’s plenty of opportunity for companies take advantage of these trends as the economy improves, by creating an image that’s both upscale and sensitive to consumers’ continuing demand for value.

“Coffee and Ready-to-Drink Coffee in the U.S.: The Market and Opportunities in Retail and Foodservice, 6th Edition” presents a comprehensive view of this $47.5 billion market, examining both the retail and foodservice sides of the business, in addition to the increasing overlap of the two. On the retail side, the report analyzes coffee sold for future brewing — beans, ground and instant — along with RTD coffee drinks and single-serve (pod) coffee. Positive upscaling trends that lost momentum during the recession will gradually their supremacy, the report forecasts, leading to growing annual percentage sales gains that should lift sales by 23 percent by 2014 to reach $58.3 billion.

The report additionally covers new product development; details competitive opportunities through such means as in-depth company profiles; explores winning marketing methods, including Web-based activity; and provides detailed consumer profiling using Experian Simmons data for 2009.

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