trends

Getting Started in Coffee Branding

/ nationalcoffee / Leave a comment

It’s more than a logo.

To learn more about coffee branding, NCA members can access the on-demand webinar, “Getting Started in Coffee Branding.”

By Michael Wilson, Creative Director, Made Visible Studio

Branding is not some sort of black magic.

Rather, it is a methodic process by which an organization defines what makes them unique and how they are different from the competition.

A brand is a promise of an experience. It is up to you, the owner of the company, to decide and control what kind of experience that is going to be.

Continue reading →

Consumer Insights: Coffee Claims [Video]

/ nationalcoffee / Leave a comment

From sourcing to roasting, coffee companies can have a lot to say about their product. These messages can majorly influence consumer perception and behavior – but not necessarily in the ways you’d expect.

A new NCA Consumer Insights report (based on NCDT data) takes a closer look at coffee claims – which include general statements, perceptions, or things that people find motivating about coffee.

For example, said Cheryl Hung, VP of Research at Dig Insights, during a recent webinar: “What kind of equity does coffee have with consumers? Are there positive and negative associations with coffee among different demographics? Who perceives coffee in a negative light? And what can we say to persuade them from a marketing perspective, or via point of sale?”

Get more highlights in the video below – and to learn more, check out the webinar (on-demand playback free for members) or NCA market research:

Continue reading →

Infographic: Sustainability Sells

/ nationalcoffee / Leave a comment
Shoppers are expected to spend an estimated $150 billion on sustainable products by 2021

via Nielsen

While we expect sustainable-minded shoppers to spend up to $150 billion on sustainable products by 2021, sustainability is starting to drive gains in everything from resource management to product packaging.

Here’s a glimpse into the myriad ways in which companies are embracing sustainability (and outperforming) along the way.

Continue reading →

Infographic: The Growth of Gourmet Coffee Among Ethnic Consumers

/ nationalcoffee / Leave a comment
hanging consumer behaviors and perceptions are creating new opportunities for the coffee industry – especially in cold brew and RTD.

While US daily coffee consumption remained fairly stable in 2019 (64%), we’re seeing a dynamic shift in what types of beverages we’re drinking. 

The NCA 2019 National Coffee Data Trends (NCDT) showed that Hispanic-Americans, African-Americans, Asian-Americans are driving growth in key segments of the coffee market – including gourmet, ready-to-drink, and cold brew.

Understanding the types of beverages that are growing in popularity among these ethnic groups (and the perceptions behind the behavior) may offer new opportunities for the coffee industry to connect and reach more diverse consumers. 

Get more insights into this key market trend in the infographic below:

Continue reading →

How Can the NCA Serve Your Coffee Business?

/ nationalcoffee / Leave a comment

By Theresa (Terri) Bartlett, NCA Director of Membership

We’re introducing an easier way to pay for small businesses, coffee shops, and independent roasters — and brewing some big-picture benefits.

If you are a small coffee shop operator (ten units or less) or a micro-roastery (5,000 bags a year or fewer), then you are probably already burning the candle at both ends. 

You’re primarily focused on the “basics” – day-to-day challenges like keeping the doors open and the lights burning – even as you are looking down the road at growth opportunities.

The bottom line? Above all, resources are tight.

This is why we’re rolling out an easier way to access National Coffee Association resources – to better serve you. (We’re also offering a special prorated offer on 2019 dues, so you can pick the plan that’s right for you.)

Because while you’re minding the store, we’re minding the big picture:

Continue reading →

NCA National Coffee Data Trends 2019

/ nationalcoffee / Leave a comment

Growth Chart

The Behaviors & Perceptions of U.S. Coffee Drinkers

63% of American adults drink coffee daily, according to new market research announced at the 2019 NCA Annual Convention in Atlanta.

The National Coffee Association USA (NCA) offered a first look at the redesigned and rebranded 2019 National Coffee Data Trends (NCDT) today at the 2019 NCA Annual Convention in the Westin Peachtree Plaza Hotel in Atlanta, GA. The NCDT report has tracked consumer behaviors and perceptions shaping coffee trends in the US for almost 70 years.

63% of American adults drink coffee daily, according to the NCDT, steady with 2018 consumption.

“Coffee is America’s most beloved beverage – and for good reason,” said William (Bill) Murray, NCA President & CEO. “New consumer values have changed the game for coffee. But the industry is adapting – and thriving – by embracing innovation and transparency.”

From sustainability to wellness, these realigned priorities mean that consumers are paying more attention to what’s in their cup than ever before.

Continue reading →

The Buzz Is Brewing at Blue Donkey Coffee

/ nationalcoffee / Leave a comment

IMG_6310.jpg

Blue Donkey will  host a specialty coffee cupping session at the 2019 National Coffee Association Convention in Atlanta, March 7-9

Atlanta Coffee Shop is Making Waves with National Coffee Leaders

As Atlanta grows, so does the city’s specialty coffee scene – and one of the hometown favorites is about to make a big splash with coffee executives from around the world.

Despite this excitement, Atlanta’s Blue Donkey Coffee remains true to its commitment to specialty coffee, personalized for coffee lovers.  The latest Blue Donkey café is just their second location, opening last fall in an upcoming area east of downtown on the edge of Grant Park.

Continue reading →

Video: The Future of Coffee Pods in North America

/ nationalcoffee / Leave a comment

john-schnobrich-506597-unsplash.jpg

Learn more about the maturing coffee pod market at the 2019 National Coffee Association Convention in Atlanta

Peaking at $5.7 billion in sales in 2016, demand for single-serve capsules has leveled off after capturing a significant portion of the US coffee market, according to Euromonitor market research reported by STiR Magazine.

Experts say that the industry will need to undergo some major changes in order to recapture some of the old excitement and increase growth rates in the category.

What lessons can be learned from the mature pod markets of Western Europe that could be applied to the category in North America?

The Future of Coffee Pods in North America | Market Research Blog

Find out at the 2019 National Coffee Association Convention in Atlanta, on March 7-9.

Euromonitor‘s Matthew Barry will lead an in-depth educational session discussing the coffee pods market in North America, including the effect of private labels and off-brand pods as well as environmental sustainability.

Continue reading →

Coffee at a Crossroad: 3 Industry Trends to Watch in 2019

/ nationalcoffee / Leave a comment

rawpixel-211022-unsplash.jpg

From functional ingredients to sustainable practices, new consumer values are transforming market trends.

The following post originally appeared in Tea & Coffee Trade Journal

The coffee industry is again going through a transformation, driven by shifting consumer values in an increasingly connected global landscape.

Today, people are using their purchasing decisions to support companies that reflect their values and introduce new innovations.

“The theme of this year’s NCA Convention [March 7-9, 2019 in Atlanta] is ‘coffee at a crossroads.’ In this time of unprecedented change, the decisions we make today as an industry will determine our direction in the years to come,” says Bill Murray, NCA President & CEO.

Here’s what to watch (and watch out for) in the year ahead:

Continue reading →

Boom Time for the Brazilian Coffee Industry

/ nationalcoffee / Leave a comment

Green-Coffee-Beans,-Kauai,-Hawaii-493239456_5760x3840.jpeg

Signs show that 2019 will bring even better results.

By William (Bill) Murray
President & CEO, National Coffee Association

The Brazilian coffee industry is flourishing.

The latest update from the Brazilian Coffee Exports Council (CECAFE) indicated 2018 was another bumper year for the largest producer and exporter of coffee in the world. “Statistics show that Brazil maintained its world leadership position and signs are that 2019 will bring even better results,” said Nelson Carvalhaes, Chairman of the Brazilian Exporters Coffee Council.

CECAFE’s recent update is full of interesting trends and statistics for coffee producers, connoisseurs, and consumers alike. And given Brazil’s scale in the global coffee market, updates from CECAFE always act as a useful barometer on the health of our industry overall.

Let’s take a look at the top four key takeaways:

Continue reading →