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?”
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.
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:
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:
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.
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.
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?
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.
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:
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.