2012 Coffee in the U.S.

2012 Coffee in the U.S.

Published: December 2012
Publisher: Beverage Marketing Corporation
Product ref: 155534
Pages: 243
Format: PDF
Delivery: By product vendor

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This report looks at the trends and issues affecting the coffee industry, including the constant innovation required to keep consumers' attention. It situates the U.S. market in its global context and delivers data on coffee production and consumption, imports and exports, advertising and demographics. It also covers the ready-to-drink coffee market and projects the U.S. coffee market five years into the future. Includes coverage of coffee pods.

Report Extract:

Brazil is not only the largest producer of coffee but also a major consumer. It ranks second after the U.S. in coffee consumption.
  • Brazil has been cited as an example of a country that has increased internal consumption through marketing programs such as Cafés do Brasil. Brazilian coffee consumption grew strongly throughout the 1990s and growth continued in the 2000s.
  • Coffee shops of the upscale Western variety have become more popular in Brazil, particularly as the economy has improved in recent years. As a result, more Brazilians are demanding higher-quality coffee rather than the brews from beans not deemed good enough for export. This has resulted in a vast increase in the number of gourmet brands available at supermarkets.
  • In 2010, per capita consumption was estimated at about five kilograms per person. The country could overtake the U.S. as the biggest coffee consumption nation in the world within five years. Since an estimated 97% of Brazilians over the age of 15 already drink coffee, per capita consumption gains would have to occur amongst existing consumers.
  • In Brazil, a majority of the coffee output is centered in the state of Minas Gerais. About 80% of Brazil's crop is arabica. The states of Rondonia and Espirito Santo are the leading conillon producers. (Conillon is similar to robusta and is often referred to as robusta.)
  • The Coffee Quality Program (PQC), which issues "Quality Stamps" to the coffee and various other marketing programs like Cafés do Brasil, was launched to promote heavier use. The coffee industry has also invested in the Coffee and Health program, which aimed to improve the perception of coffee on health.
  • Some observers feel that Brazil must come up with its own version of the Juan Valdez character. Valdez is credited with significantly boosting the perception of Colombian coffee as a premium offering overseas.
  • The entry of Starbucks in São Paulo in late 2006 has also stirred interest among other multinational firms to step into the Brazilian market.

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Related research categories

By sector: Coffee (in Hot drinks)

By market: United States (in North America)

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