CONSUMERS

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BRANDSCoffeeconsumptiontrendsintheUnitedStatesCHAPTER

01OverviewRevenueofthecoffeemarketintheUnitedStatesfrom2018to2028,bysegment(inbillionU.S.dollars)CoffeemarketrevenueintheUnitedStates2018-2028,bysegmentRoastCoffeeInstantCoffee72.18075.1874.0774.1573.0770.2769.6967.5370605040302010065.8764.2355.7914.9114.7914.7214.6414.5914.5414.1614.1214.314.2511.87201820192020202120222023202420252026202720283Description:Significantfluctuationsareestimatedforallsegmentsovertheforecastperiodfortheindicator'Revenue,Combined'.OnlyforthesegmentRoastCoffee,asignificantincreasecanbeobservedovertheforecastperiod.Here,theindicatorexhibitsadifferenceof10.95billionU.S.dollarsbetween2018and2028.ReadmoreNote(s):UnitedStates;2018to2028Source(s):ConsumerMarketInsightsPercapitarevenueofcoffeeinUnitedStatesfrom2018to2028,bysegment(inU.S.dollars)CoffeemarketrevenuepercapitainUnitedStates2018-2028,bysegmentRoastCoffeeInstantCoffee3002502001501005042.4642.0941.2140.8642.8443.7143.2844.6141.9142.6335.34212.652025214.482026213.642027215.542028210.932024205.992022206.682023201.982019193.392018195.472021166.07202004Description:Significantfluctuationsareestimatedforallsegmentsovertheforecastperiodfortheindicator'RevenueperCapita,Combined'.OnlyinthesegmentRoastCoffee,asignificantincreasecanbeobservedovertheforecastperiod.Inthissegment,theindicatorexhibitsadifferenceof22.15U.S.dollarsbetween2018and2028.ReadmoreNote(s):UnitedStates;2018to2028Source(s):ConsumerMarketInsightsMarketshareofsingle-cupcoffeeintheUnitedStatesin2023,byleadingbrandsKeybrands'marketshareofsingle-cupcoffeeintheU.S.2023Marketshare10%0%5%15%20%25%KeurigGreenMountainPrivatelabel23.3%22.9%JMSmuckerDunkinFolgers18.6%9.5%Peets6.7%5Description:Forthe52weeksendedMay21,2023,KeurigGreenMountainwasthefirstrankedsingle-cupcoffeebrandintheUnitedStates,capturing23.3percentofthemarket.Itwasaheadofprivatellabel,withashareof22.9percent.

ReadmoreNote(s):UnitedStates;52weeksendedMay21,2023Source(s):BeverageIndustryMagazine;IRIPriceperunitofcoffeeintheUnitedStatesfrom2018to2028,bysegment(inU.S.dollars)PerunitpriceofcoffeeintheUnitedStates201-2028,bysegmentInstantCoffee136.75RoastCoffee160137.4137.82136.98136.92137.05136.52135.9214012010080132.09129.66115.9662.32202262.32202362.38202462.54202562.73202662.13202762.34202860.59201958.99201859.2220216052.972020406Description:Theindicator'Price,Combined'isforecasttoexperiencesignificantgrowthinallsegmentsin2028.Concerningthetwoselectedsegments,thesegmentInstantCoffeehasthelargestindicator'Price,Combined'with136.98U.S.dollars.Contrastingly,RoastCoffeeisrankedlast,with62.34U.S.dollars.Theirdifference,comparedtoInstantCoffee,liesat74.64U.S.dollars.ReadmoreNote(s):UnitedStates;2018to2028Source(s):ConsumerMarketInsightsWhydoyoudrinkcoffee?ReasonsfordrinkingcoffeeintheU.S.in202390%83.1%80%70%60%50%40%30%20%10%0%67.1%42.7%28.5%20.2%10%1.6%IlikethetasteItgivesmeenergyItincreasesmyproductivityI'mawareofthepotentialhealthbenefitsItsuppressesmyappetiteOtherNoneoftheabove7Description:AccordingtoarecentU.S.surveyin2023,approximately83percentofcoffeeconsumerssaidtheydrinkthehotbeveragebecausetheylikethetaste.Anotheroftenmentionedreasonfordrinkingcoffeewasthatitgivesyouenergy.

ReadmoreNote(s):UnitedStates;December2023;1,325respondents;18yearsandolderSource(s):DriveResearchCHAPTER

02CoffeetypesPast-daycoffeeconsumptionintheUnitedStatesin2023,bytypeofcoffeeCoffeeconsumptionintheU.S.bytype202370%65%60%50%40%30%20%10%0%41%33%25%14%12%TotalcoffeeSpecialtycoffeebeverages*Traditionalcoffee(notspecialty)Espresso-basedbeveragesNon-espressobasedbeveragesTraditionalcoffee(specialty)9Description:In2023,65percentofsurveyrespondentsintheUnitedStatesstatedthattheydrankcoffeewithinthelastday.About25ofU.S.respondentshaddrunkespresso-basedbeveragesinstead.

ReadmoreNote(s):UnitedStates;January2023;1,533respondents;18yearsandolder;Bothmalesandfemales,whoconsumedabeverageotherthantapwaterthedaypriortobeinginterviewedSource(s):NationalCoffeeAssociationWhattimeinthedaydoyouswitchtodecaf?WhattimeofdaydoconsumersswitchtodecafcoffeeintheU.S.2023Shareofrespondents0%2%4%6%8%10%12%14%16%15.9%18%20%IonlydrinkdecafBeforenoon9%Between12PMand4PMBetween4PMand7PMBetween7PMand10PMAfter10PM18.2%18.5%11%2.1%ItdependsonthedayUnsure18.7%6.7%10Description:Thoughdecaffeinatedcoffeeisnotcompletelyfreefromcaffeine,ithasonlyabouttwomilligramspercup,whichissignificantlylessthanregularlycaffeinatedcoffee.Accordingtoarecentsurvey,15.9percentofU.S.consumersreportedonlydrinkingdecafcoffeein2023.Manyotherconsumers,however,starttheirdaywithcaffeinatedcoffeeandswitchtodecafatsometimeintheafternoon.18.5percentofdecafdrinkersswitchtodecafafterfourPM.

ReadmoreNote(s):UnitedStates;December2023;390respondents;18yearsandolder;RespondentsthatreporteddrinkingdecafcoffeeSource(s):DriveResearchDoyoudrinkdecafordecaffeinatedcoffee?ConsumptionofdecafordecaffeinatedcoffeeintheU.S.in2023,bygenerationBabyBoomers/SilentGenGenXMillennials/GenY72.3%GenZ72%80%70%60%50%40%30%20%10%0%69.8%67.6%32.4%30.2%27.7%28%YesNo11Description:In2023,amongallgenerations,themajorityofAmericanrespondentsdidnotdrinkdecaf/decaffeinatedcoffee.Infact,thiswasstatedbyapproximately72percentofsurveyedBabyBoomers,72percentofGenX,68percentofMillennials,and70percentofGenZ.ReadmoreNote(s):UnitedStates;December2023;1,325respondents*;18yearsandolder;*Thenumberofrespondentswasasfollows:?

BabyBoomers/SilentGenn=346

GenXn=479

Millennials/GenYn=454

GenZn=43

ReadmoreSource(s):DriveResearchWhichofthefollowingcoffee-baseddrinksordishesdoyouenjoy?Preferredcoffee-baseddrinks/dishesintheU.S.202370%61.6%60%54%50%40%30%20%10%0%35.1%30.6%25.1%17.5%11.8%7%4.1%Coffeecake

CoffeeicecreamIrishcoffeeCoffeeliqueur

Espressomartini

NoneoftheaboveAffogatoCoffeesodaOther12Description:AccordingtoarecentU.S.surveyin2023,coffeecakewasthemostlikedcoffee-baseddish,withoverhalfofthesurveyrespondentssayingtheyenjoythedish.Coffeeicecreamfollowedcloselybehindwith54percentreportingtheylikedthedish.Irishcoffeeandcoffeeliqueurwerethemostpreferredcoffeebaseddrinks.ReadmoreNote(s):UnitedStates;December2023;1,325respondents;18yearsandolderSource(s):DriveResearchWhichofthefollowingcoffee-baseddrinksordishesdoyouenjoy?Preferredcoffee-baseddrinks/dishesintheU.S.2023,bygenerationShareofrespondentsGenZMillennials/GenY20%GenX30%BabyBoomers/SilentGen40%0%10%50%60%70%65.1%66%65.1%CoffeecakeCoffeeicecreamIrishcoffee63%53.5%59.5%56.6%41.9%37.2%30.2%30.3%30.4%32.6%37.2%30.2%CoffeeliqueurEspressomartiniOther35.9%36.3%24%25.3%9.5%0%2.6%2.6%4.8%5.5%16.3%16.3%Affogato11.9%11.6%5.2%6.7%Coffeesoda10.4%16.3%15.2%Noneoftheabove12.5%27.5%13Description:AccordingtoarecentU.S.surveyin2023,coffeecakewasthemostlikedcoffee-baseddish,withoverhalfofthesurveyrespondentssayingtheyenjoythedish.Ofallgenerations,thesharewashighestamongGenX.66percentofGenXconsumerssurveyednamedcoffeecakeastheirfavoritedish.ReadmoreNote(s):UnitedStates;December2023;1,325respondents*;18yearsandolderSource(s):DriveResearchCHAPTER

03CoffeeadditivesHowdoyouprefertodrinkyourcoffee?FavoritewayofdrinkingcoffeeintheU.S.in202345%38.9%40%35%30%25%20%15%10%5%37.5%17.6%6%0%Withmilk/creamerWithsweetenerandmilk/creamerBlackWithsweetener15Description:AccordingtoarecentU.S.surveyin2023,mostcoffeeconsumers(almost39percent)preferreddrinkingtheirhotbeveragewithmilk/creamer.Thecombinationofmilk/creamerandadditionalsweetenerwasalmostaspopular.

ReadmoreNote(s):UnitedStates;December2023;1,325respondents;18yearsandolderSource(s):DriveResearchWhattypeofmilkorcoffeecreamerdoyouuse?TypesofmilkandcoffeecreamersusedintheU.S.2023Shareofrespondents0%10%20%30%40%50%60%Genericcoffeecreamers*Half-and-half2%milk51.1%42.7%26.1%AlmondmilkOatmilk24%18.7%Lightcream1%milk16.8%11.7%9.6%9.4%OtherCoconutmilkSkimmilk8%7.8%SoymilkNoneoftheabove0.5%16/statistics/1327799/types-of-milk-creamer-used-us-consumersAccordingtoa2023surveyofAmericancoffeedrinkers,aroundhalfofconsumerswhodonotdrinkblackcoffeepreferagenericcoffeecreamer.Almondmilkisthemostpopularmilkalternativeandispreferredby24percentofthesurveyrespondents.ReadmoreNote(s):UnitedStates;December2023;1,325respondents;18yearsandolder;Respondentswhodonotdrinkblackcoffee;*CoffeecreamerbrandssuchasCoffee-Mate,InternationalDelight,etc.

Multipleanswerswerepossible.

ReadmoreSource(s):DriveResearchWhattypeofmilkorcoffeecreamerdoyouuse?TypesofmilkandcoffeecreamersusedintheU.S.2023,bygenerationShareofrespondentsGenZMillennials/GenY0%GenX10%BabyBoomers/SilentGen20%30%40%50%60%70%60.6%Genericcoffeecreamers(e.g.,Coffee-Mate,InternationalDelight,etc.)51.6%53.7%45.3%42.4%41.7%42.7%44%45.5%Half-and-half2%milk27.2%27.5%19.3%24.2%20.9%LightcreamAlmondmilk1%milk15.7%11.9%24.2%24.4%32.5%11.5%12.1%11.6%12.3%10.7%9.1%8.4%8.7%6.2%SkimmilkOatmilk39.4%26.4%18.5%18.2%5.3%3.7%Coconutmilk11%10.8%15.2%17Description:AccordingtoarecentU.S.surveyin2023,mostconsumersofallgenerationsusedgenericcreamerswiththeircoffee(e.g.Coffee-Mate,InternationalDelight,etc.).Itisnoticeablethatmilkalternativesweremorepopularamongyoungergenerations.Infact,almost33percentofsurveyedMillennialsstatedtopreferalmondmilkwiththeircoffee,whilenearly40percentofGenZusedoatmilk.ReadmoreNote(s):UnitedStates;December2023;1,325respondents*;18yearsandolder;RespondentswhodonotdrinkblackcoffeeSource(s):DriveResearchWhattypeofcoffeesweetenerdoyouuse?CoffeesweetenersusedbyconsumersintheU.S.2023,bytype80%66.9%70%60%50%40%30%20%10%0%38%19.1%Honey12.8%Other10.2%Agave6.8%1.4%SugarZerocaloriesweetenersuchasSteviaMaplesyrupUnsure18Description:SugarandzerocaloriesweetenersarethemostcommonlyusedcoffeesweetenersintheU.S.accordingtoa2023survey.Morethanhalfofconsumerssweetentheircoffeewithsugar.19.1percentofsurveyrespondentsreportedusinghoneytosweetentheircoffee.ReadmoreNote(s):UnitedStates;December2023;895respondents;18yearsandolder;RespondentswhoprefersweetenedcoffeeSource(s):DriveResearchAveragenumberofsugarorSteviapacketsconsumersputintheircoffeeintheU.S.in2023,bygenerationNumberofsugar/SteviapacketsusedforcoffeeconsumptionintheU.S.20234.03.53.03.83.12.72.52.01.51.00.50.02.2BabyBoomers/SilentGenGenXMillennials/GenYGenZ19Description:AccordingtoarecentU.S.surveyin2023,theaveragenumberofsugarorSteviapacketsGenZconsumersputintheircoffeeamountedto3.8.Theyoungerthegeneration,thesweeterthetaste.Bycomparison,theaveragenumberforBabyBoomerswas2.2packets.ReadmoreNote(s):UnitedStates;December2023;1,325respondents*;18yearsandolder;ReferstosurveyedconsumerswhosweetentheircoffeewithsugarorSteviaSource(s):DriveResearchPreferredwayofdrinkingcoffeeintheUnitedStatesin2022,bygenderPreferredwayofdrinkingcoffeeintheUnitedStatesin2022,bygenderMale56%Female60%50%40%30%20%10%0%46%23%22%22%17%10%5%BlackWithcreamand/orsugarNopreferenceNotapplicable20Description:AccordingtoasurveycarriedoutinFebruary2022,approximately56percentoffemaleadultsintheUnitedStatespreferredtodrinktheircoffeewithcreamand/orsugar.Theshareamongtheirmalecounterpartswiththesamepreferencewasabout46percent.ReadmoreNote(s):UnitedStates;February3to7,2022;1000respondents;18yearsandolderSource(s):YouGovPreferredwayofdrinkingcoffeeintheUnitedStatesin2022,byagegroupPreferredwayofdrinkingcoffeeintheUnitedStatesin2022,byagegroupBlackWithcreamand/orsugar53%NopreferenceNotapplicable60%50%40%30%20%10%0%54%53%43%28%25%23%21%20%13%20%15%14%13%3%1%65yearsandolder18to29years30to44years45to64years21Description:AccordingtoasurveycarriedoutinFebruary2022,approximately15percentof18to29-year-oldparticipantsintheUnitedStatespreferredtodrinktheircoffeeblack.Theshareamongparticipantsaged65yearsorolderwiththesamepreferencewasabout25percent.ReadmoreNote(s):UnitedStates;February3to7,2022;1000respondents;18yearsandolderSource(s):YouGovCHAPTER

04CoffeeshopsHowoftendoyoupurchasecoffeefromacoffeeshop?FrequencythatconsumerspurchasecoffeefromacoffeeshopintheU.S.202330%26.9%25%20%17.4%16.8%15.7%15%10%5%8.2%7.9%7%0%EverydayAfewtimesaweekOnceaweekOnceeveryfewweeksOnceamonthLessoftenthanonceamonthNever23Description:AbouteightpercentofcoffeedrinkersintheU.S.arepurchasingcoffeefromacoffeeshopeveryday,accordingtoarecentsurvey.26.9percentofsurveyrespondentsreportedbuyingcoffeefromacoffeeshopafewtimesaweek.

ReadmoreNote(s):UnitedStates;December2023;1,325respondents;18yearsandolderSource(s):DriveResearchSalesofselectedleadingcoffeeshopchainsintheUnitedStatesin2022(inmillionU.S.dollars)LeadingcoffeeshopchainsalesintheU.S.2022SalesinmillionU.S.dollars10,000

15,00005,00020,00025,00030,000StarbucksDunkin'27,502.711,278.9DutchBrosCoffeeKrispyKreme1,178997TimHortons835.6Scooter'sCoffeehouseCaribouCoffeeShipleyDo-NutsPeet'sCoffee&TeaBiggbyCoffee398.5360.3284.3249.8248DaylightDonutsKungFuTeaTheHumanBean219.9169.9166.424Description:In2022,theleadingcoffeeshopchainintheUnitedStateswasStarbucks.TheSeattle-basedcoffeechaintoppedtherankingwithsalesamountingtoapproximately27.5billionU.S.dollars.Dunkin'rankedsecondat11.2billionU.S.dollars.ReadmoreNote(s):UnitedStates;2022Source(s):Datassential;Nation'sRestaurantNewsNumberofStarbucksstoresintheUnitedStatesfrom2005to2023,bytypeNumberofStarbucksstoresintheU.S.2005-2023,bytypeCompany-operatedstoresLicensedstores18,00016,00014,00012,00010,0008,0006,0004,0002,00002005

2006

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2009

2010

2011

2012*

2013*

2014

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2018

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2021

2022

202325Description:Globallyfamouscoffeehousechain,Starbucks,accountedfor9,645company-operatedand6,701licensedstoresintheUnitedStatesin2023.ThenumberofStarbucksstoreshassteadilyincreasedoverthepastdecade.

ReadmoreNote(s):UnitedStates;2005to2023;fiscalyearsendontheSundayclosesttoSeptember30;*Storedatahasbeenadjustedfor2012and2013byreclassifyinghistoricalinformationfromcompany-operatedstorestolicensedstores,andtoexclude[...]

ReadmoreSource(s):StarbucksWhichofthefollowingbrandsofcoffeeareyourfavorite?FavoritecoffeebrandsamongconsumersintheU.S.in2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%50%55%StarbucksDunkin'48.1%44.8%Folgers29.4%Other26.1%McCafe18.3%GreenMountainPeet'sCoffeeCafeBusteloTimHortonsEightO'ClockLaColombe17.7%16.2%11.5%9.4%8.9%5.7%26/statistics/1327923/favorite-coffee-brands-among-us-consumersAccordingtoarecentU.S.surveyin2023,Starbuckswaschosenbynearly50percentofrespondentsastheirfavoritecoffeebrand.StarbuckswasfollowedbyDunkin'andFolgers,with44.8percentand29.4percentofrespondents'votes,respectively.ReadmoreNote(s):UnitedStates;December2023;1,325respondents;18yearsandolderSource(s):DriveResearchCHAPTER

05ConsumptionfrequencyHowfrequentlydoyoudrinkcoffee?FrequencyconsumersdrinkcoffeeintheU.S.202480%72.9%70%60%50%40%30%20%10%0%16.1%3.8%3.5%2.6%1.1%EverydayAfewtimesaweekOnceaweekOnceeveryfewweeksOnceamonthLessoftenthanonceamonth28Description:In2024,themajorityofAmericanconsumersdrinkcoffeeeveryday.About73percentofconsumersreporteddrinkingcoffeeeverydayandonly3.8percentofconsumersreportedonlydrinkingcoffeeonceaweek.16.1percentofconsumersdrinkcoffeeafewtimesaweek.ReadmoreNote(s):UnitedStates;January2024;1,325respondents;18yearsandolderSource(s):DriveResearchHowfrequentlydoyoudrinkcoffee?FrequencyconsumersdrinkcoffeeintheU.S.2023,bygenerationBabyBoomers/SilentGenGenXMillennials/GenYGenZ90%80%70%60%50%40%30%20%10%0%84.7%73.8%65.6%46.5%41.9%22.5%14.2%6.6%4.3%4%4.4%

4.7%4.7%3.3%3.6%3.1%2.4%2.3%2%1.9%2%1.1%0.3%0%EverydayAfewtimesaweekOnceaweekOnceeveryfewweeksOnceamonthLessoftenthanonceamonth29Description:In2023,themajorityofAmericanconsumersreporteddrinkingcoffeeeveryday.Infact,about83percentofBabyBoomers,74percentofGenX,66percentofMillennials,and42percentofGenZsurveyedsaidso.Accordingly,itcanbestatedthattheyoungerthegeneration,thelowerthedailycoffeeconsumption.ReadmoreNote(s):UnitedStates;December2023;1,325respondents*;18yearsandolder;*Thenumberofrespondentswasasfollows:?

BabyBoomers/SilentGenn=346

GenXn=479

Millennials/GenYn=454

GenZn=43

ReadmoreSource(s):DriveResearchHowmanycupsofcoffeedoyoudrinkaday?NumberofcupsofcoffeeconsumersdrinkperdayintheU.S.202370%59.5%60%50%40%30%20%10%0%36%3.8%0.7%Lessthan23to56to8Morethan830Descript