Single-serve brewing systems have seen exponential gains in market share since they were initially released. As of 2015, 27% of daily coffee drinkers in the U.S. use single-cup brewers, making it the second most common preparation method after traditional drip machines, according the NCA’s National Coffee Drinking Trends report. And their popularity is still growing, both in home and at work.
(To learn more about this market, check out the new NCA Single Cup market research report)
However, recent headlines have generated new concerns among consumers with dramatic warnings about unclean machines that could make people sick. Of course, health and safety should always be a top priority for handling and preparing any food or beverage. But we also know that in today’s media landscape, the page view is paramount, and a scary headline is a lot more likely to generate those clicks – regardless of whether or not it’s scientifically valid.