【出版时间及名称】：2009年11月美国咖啡行业研究报告
        【作者】：CANACCORD
        【文件格式】：PDF
        【页数】：64
        【目录或简介】：
Healthy Living® Monthly
Specialty coffee heats up
The K-cup wars
The current gold rush isn’t measured in ounces, but cups. The US specialty coffee
market is breeding a segment of growth; meanwhile a spike in M&A activity, including
a bidding war for Diedrich Coffee, within the single-cup market is an excellent
indication of how hot the market is and how promising the segment could be for wellpositioned
players. With at-home consumption rising as away-from-home consumption
declines, the wholesale specialty coffee category faces attractive prospects.
• 83% of consumers report they had consumed coffee at home the previous day, up
from 77% last year, while away-from-home consumption fell to 26% from 32%.
Data from the National Coffee Assoc National Drinking Trends survey
• Cups of coffee consumed per day is flat at 3.3 per coffee consumer, thus all of the
losses in away-from-home sales are benefitting at-home consumption. Data from
the National Coffee Assoc National Drinking Trends survey
• We expect 5-10% growth of the specialty coffee market at grocery over the next 12
months with single cup up well over 100%.
• Given these data points, we would anticipate total brewer sales could rise this
holiday with the single-cup market doubling. We expect strong growth of Keurig,
Tassimo and Nespresso brewer sales this holiday. We of course expect Keurig to
dominate the single-cup market with 80-90% share of single-cup and low- to midteens
share of the entire brewer market.
Recession shifts channels, but not total consumption
For the most part, the recession really did not have a meaningful impact on the coffee
market – and investors have noticed. The group, led by the public companies with
single-cup exposure, is up 280% over the last year and is one of the few sectors