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Getting Started in Coffee Branding

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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.

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Consumer Insights: Coffee Claims [Video]

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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:

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Infographic: What’s Brewing in 2019

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Highlights from NCA market research on coffee consumption trends in the US

NCA National Coffee Data Trends (NCDT) Consumer Insights at a Glance

via Dig Insights

For yet another brew-tiful year, Dig Insights has partnered with the NCA to create five new consumer insight reports, to supplement the annual NCDT market tracking research:

  • Single-Cup Brewing
  • Coffee and Gen Z
  • In and Out of Home Coffee Consumption
  • Understanding Attitudes Towards Coffee
  • Cold Brew and Ready-to-Drink

Explore some highlighted insights from each of the mini reports below – and NCA members can check out the on-demand webinar, Single Cup & Consumer Insight Reports, featuring Cheryl Hung, Dig Insights VP.

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Infographic: Coffee Brands See Stellar Growth in Amazon Sales

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Amazon’s food and beverage category has posted $4.75 billion in sales so far in 2018, making it the online retailer’s fastest growing segment, according to Automatic Vending watch.

And coffee continues to lead category. According to Edge Market Share, coffee sales on Amazon have totaled more than $140 million so far this year – and are expected to increase.

If the first wave of coffee was defined as having packaged coffee available in the home in packaged formats, the fourth wave may be the idea of having premium coffee available everywhere, all the time.

“It all begins with the coffee shop,” says Michael Schaefer, Euromonitor, in Food Navigator USA.

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Cold Brew & Food Safety

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The NCA Cold Brew Toolkit draft will be open for coffee industry comment through the end of May

An edited version of the following article was originally published in the May 2018 issue of Tea & Coffee Trade Journal

 

Cold brew has taken off – and it’s changing the way we drink coffee.

Total retail sales of refrigerated cold brew grew by about 460 percent from 2015 to 2017, reaching an estimated $38.1 million in sales this year, according to research from Mintel.

And, unlike avocado lattes, cold brew is more than a passing trend. About 10% of coffee drinkers reported having cold brew daily in 2017, according to the NCA National Coffee Drinking Trends report – up from only 1% in 2015. Experts predict that this category will continue to drive coffee market growth.

But despite of – or perhaps due to – this sudden popularity, there are still a lot of questions and misconceptions around cold brew.  This is especially true for coffee companies that are considering making, serving, or selling cold brew.

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Convenience and Function Will Drive Coffee Market Trends

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The Growing Desire for Functional Coffee

By Vanessa Facenda, Editor, Tea and Coffee Trade Trade Journal

The following post originally appeared on the Tea & Coffee Editor’s Blog

As spring rolls in, consumers start thinking about “form and function.” While this usually means getting “winter bodies” into shape, functionality is playing a greater role in beverages.

Earlier this year, NCA held a webinar entitled, “US Coffee Outlook 2018: Latest Market Trends and Future Market Growth.” Eric Penicka, senior research analyst with global market intelligence firm, Euromonitor International, who was the webinar presenter, noted that the key ingredients for the future are convenience and function. Both will lead to value growth.

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New Opportunities in Office Coffee

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57% of US workers are less than “very satisfied” with their workplace coffee area.
NCA National Coffee Drinking Trends 2018 

NCA Webinar: Office Coffee Service Challenges
Featuring David Sprinkle, Packaged Facts
April 11, 1-2 PM EST  Now Available On-Demand For NCA Members

PR Newswire — Coffee and coffee drinks made/dispensed at work play a primary role in meeting employed coffee drinkers’ at-work coffee procurement needs, according to Office Coffee Service in the U.S.: Market Trends and Opportunities, 3rd Edition, an upcoming report from market research firm Packaged Facts.

But given the importance employees place on various coffee-related attributes, employed coffee drinkers’ satisfaction with those attributes falls short when applied to their workplace, which suggests that employers can win points by enhancing coffee-related products and services (most employees believe they should not have to pay for coffee at work anyway). Doing so may also translate to growing the bottom line, since employees are likely to view coffee as a productivity tool.

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Data Breaches: What’s the Cost?

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Watch the NCA Webinar: Cybersecurity Trends and Threats 2018

The following post is reprinted with permission from the Crowe Horwath Cybersecurity Watch Blog

By Mike Porter, Crowe Horwath

With the release in June 2017 of the newest IBM “Cost of Data Breach Study,” conducted by Ponemon Institute, the web is buzzing with discussions of what a breach costs.

As a result, now is a good time to provide a more nuanced analysis of this report through an examination of the assertions of a variety of recent breach cost reports that attempt to answer similar questions.

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Data Snapshot: Building Resilient Coffee Farms

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A New Industry Guide for Renovation & Rehabilitation

Coffee-growing regions around the world are feeling the impact of aging trees and diseases (such as coffee leaf rust, pictured above), on the quality and supply of coffee. Supporting responsible coffee farm renovation and rehabilitation is crucial to the future of coffee, and the longevity of our industry.

That’s why the Sustainable Coffee Challenge, in partnership with USAID’s Bureau for Food Security and  Dalberg Advisors, has released  a new Guidebook for Roasters, Traders, and Supply Chain Partners. 

The Guidebook is a comprehensive resource for companies, governments, investors, and service providers interested in undertaking Renovation & Rehabilitation (R&R) efforts; it:

  • Defines the need and makes the case for renovation and rehabilitation
  • Provides practical & useful tips on how to structure R&R programs 
  • Suggests ways that different stakeholders can engage in R&R
  • Presents case studies and links to experts and service providers

R&R investments are critical for ensuring the continued supply of coffee and meeting future demand. While governments and actors in coffee value chains have invested USD 1.2 billion in R&R so far, this has only met around 5% of the smallholder farmers in need

According to the Guidebook, if the industry did reach these farmers in need of R&R, benefits would include more coffee, higher incomes for farmers, and reduction in future deforestation.

Here’s a look at the numbers: Continue reading →