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Category Report
COFFEE TEA®
STRATEGIC MARKETING & DESIGN STUDIO
Hot Coffee Category Report
Source: Datassential BUZZ, 1Q 2015
0-24 25-34 35-44 45-54 55-64 65+
11%9%
17%19%20%
25%
Ethnicity: Household Income:
Age:
1 Year TREND
Who
Source: NCA National Coffee Drinking Trends 2015
Source: The NPD Group/CREST® 2015
Gender:
Source: Datassential BUZZ, 1Q 2015
LSR FSRSERVINGS SERVINGS
1% 3%LIMITED SERVICE RESTAURANT FULL SERVICE RESTAURANT
50%
50%
Source: Datassential BUZZ, 1Q 2015
White
Hispanic
Asian
Afr. Amer.
Other
79%
7%
6%
6%
2%
Under $50K
$50K to $100K
Over $100K
44%
38%
18%
S&D Coffee & Tea1
COFFEE TEA®
STRATEGIC MARKETING & DESIGN STUDIO
Geotype:
Roast Consumption:
Urban Suburban Rural
29%
21%
50%
Source: Datassential BUZZ, 1Q 2015
Source: Datassential BUZZ, 1Q 2015
What
Light Roast Medium Roast Dark Roast Not Sure
12%
59%
21%
8%
Q. What was the coffee roast of the last cup of coffee you consumed?
© 2015 S&D Coffee & Tea 2
Hot Coffee Category Report
Q: Please rate the appeal of each of the following types of coffee roasts.
Medium Roast
Dark Roast
French Roast
Light Roast
Italian Roast
European Roast
Blonde Roast
City Roast
32%
29%
24%
15%
15%
13%
11%
8%
Format Appeal:
42%
25%
18%
8% 6%
Whole Bean Pre-Ground Single-Cup Liquid Concentrate Instant / Soluble
Regular vs. Decaffeinated Incidences:
Source: Datassential BUZZ, 1Q 2015
Source: Datassential BUZZ, 1Q 2015
Source: Datassential BUZZ, 1Q 2015
Regular
Decaffeinated
94%
6%
S&D Coffee & Tea3
COFFEE TEA®
STRATEGIC MARKETING & DESIGN STUDIO
WhY
Flavored vs. Unflavored Coffee:
Flavored Coffee Regular Coffee Not Sure
22%
1%
77%
Source: Datassential BUZZ, 1Q 2015
Reasons for Drinking Coffee (Top 5):To Wake Up
To Warm Up
An Energy Boost
A Treat
A Relaxing Moment
77%
76%
66%
60%
58%
Source: NCA National Coffee Drinking Trends 2015
Q: Which of the following best describe WHY you chose to purchase your BREWED COFFEE where you did?
Q: Was the coffee you drank FLAVORED?
49%
28% 26%
17% 16%13%
7% 5%
Convenience Best Price Best QualityAble to
Customize Beverage
Environment / Ambiance Best Variety Loyalty
ProgramGift Card /
Pre-Paid Card
Source: Datassential BUZZ, 1Q 2015
© 2015 S&D Coffee & Tea 4
Hot Coffee Category Report
Daily Consumption:
Day-Part Consumption Trends:
5%5%
11%
26%
28%
4%
7%
The three morning dayparts represent 65% of all brewed coffee occasions.
Early Morning Breakfast Mid-Morning Lunch Afternoon Dinner Late Night
When
Source: Datassential BUZZ, 1Q 2015
47%AMER
ICANS WHO DRINK COFFEE DAILY
Source: Datassential BUZZ, 1Q 2015
S&D Coffee & Tea5
COFFEE TEA®
STRATEGIC MARKETING & DESIGN STUDIO
Region:
Source: Datassential BUZZ, 1Q 2015
Source: Datassential BUZZ, 1Q 2015
West: 21%
Midwest: 23%
N. East: 21%
South: 35%
Where
Q: Please rate the appeal of each of the following points of origin for coffee.
Sumatra: 12%Kenya: 12%
Ethiopia: 10%
Brazil: 21%
Costa Rica: 17%
Jamaica: 17%
Colombia: 38%
Mexico: 10%
Peru: 13%
Nicaragua: 11%Hawaii: 20%
© 2015 S&D Coffee & Tea 6
Hot Coffee Category Report
How
Food Accompaniment:
Cup Size:
Source: Datassential BUZZ, 1Q 2015
With a After a By Itself With a Snack Meal Meal
66% 12% 19% 3%
Source: Datassential BUZZ, 1Q 2015
Source: NCA National Coffee Drinking Trends 2015
Coffee Shop
Donut Shop
C-Store
QSR
Bakery-Café
Supermarket Deli
Food Truck / Stand / Kiosk
Fast Casual
Dessert Shop
Midscale Restaurant
Casual Dining Restaurant
Buffet Restaurant
Espresso (3 oz.)
Small (5-8 oz.)
Medium (12 oz.)
Large (16+ oz.)
19%
13%
11%
10%
2%
2%
1%
1%
1%
4%
1%
1%
8%
45%
51%
16%
LIMITED SERVIC
E R
ESTAURANTS
60%
FULL SERVICE R
ES
TAU
RANTS
6%
S&D Coffee & Tea7
COFFEE TEA®
STRATEGIC MARKETING & DESIGN STUDIO
Source: Datassential BUZZ, 1Q 2015
Source: Datassential BUZZ, 1Q 2015
Source: Datassential BUZZ, 1Q 2015
Condiment Usage:
Away From Home:
Creamer Sweetener Flavored SyrupPowdered Hot
Chocolate
67%
49%
7%4%
23%
PREPARED BLAC
K77%
USE CONDIM
ENTS
Q: Which of the following condiments / items did you add to your coffee?
49%
SWEETENER
40%
CREAMER & SWEETEN
ER
67%
CREAMER
Creamer Type Used:
Flavored Liquid Creamer Half & Half Milk
Unflavored Liquid
Creamer
Unflavored Powdered Creamer
Flavored Powdered Creamer
Real Dairy Creamer
42%
7%10%
4%
14%
23%27%
© 2015 S&D Coffee & Tea 8
Hot Coffee Category Report
Source: Datassential BUZZ, 1Q 2015
Source: Datassential BUZZ, 1Q 2015
Creamer Flavor Used:
French Vanilla Hazelnut Caramel Chocolate Irish Cream Seasonal Flavor Amaretto
60%
10%10%7%
11%
17%28%
Sweetener Used:
Regular Sugar Splenda Sweet n’ Low Raw Sugar Equal /Nutrasweet Brown Sugar Stevia
58%
4%5% 2%5%10%
16%
S&D Coffee & Tea9
COFFEE TEA®
STRATEGIC MARKETING & DESIGN STUDIO
Source: Datassential BUZZ, 1Q 2015
Sweetener Packs Used:
1 2 3 4 5 6+
30%
Away From Home Consumption:
With Others
With Spouse / Significant Other
16%
With Family 9%
With Coworkers 9%
With Friends 8%
With Business Associates 1%
With Someone Else 1%
Source: Datassential BUZZ, 1Q 2015
37%
16%
8%
3% 6%
Alone
62%
With Others 38%
© 2015 S&D Coffee & Tea 10
About S&D Coffee & TeaS&D Coffee & Tea is the nation’s largest custom coffee roaster and supplier of iced tea to the foodservice industry. S&D is also a leading producer of liquid extracts. In continuous operation since 1927, the company serves over 100,000 customers through
national distribution and direct store delivery.
For more information,contact your S&D Coffee & Tea sales representative.
800.933.2210 • www.sdcoffeetea.com©2015 S&D Coffee, Inc.