bake - February 2017 - 44

beverages

The Coffeehouse Vibe
Beverage manufacturers are working hard to bring the coffee-

Mardi Gras King Cake, now available in select stores across the

house vibe home and consumers are responding. The market

South. This Limited Time Offer King Cake ﬂavor features a bal-

research ﬁrm Packaged Facts estimates the market for pack-

anced combination of cinnamon and vanilla. Available in both

aged and ready-to-drink coffee sold at retail was $13.5 billion in

12-ounce bags and single-serve K-Cup® boxes, this blend pro-

2015. By 2020, sales are expected to be nearing $18 billion.

vides a subtly sweet ﬂavor that exempliﬁes the fun and spirit of
the carnival season.

"The coffeehouse revolution created a new generation of consumers who appreciate premium and specialty coffee," says

"Mardi Gras King Cake has become our most anticipated blend

David Sprinkle, research director for Packaged Facts.

around this time of year," says Jodi Conachen, general manager
of communication at Community Coffee Company.

According to Java Master, nearly all pre-packaged coffee is
marketed as "fresh-roasted," and the majority of coffee drinkers

The National Coffee Association reports that daily coffee con-

buy into the message. The traditional, drum-roasting method

sumption among 18- to 24-years-olds rose to 48 percent from

(usually gas-powered) can result in scorched beans, and a bitter

34 percent in the last eight years, while it climbed to 60 per-

taste. Coffee does not have to be bitter. It is all about the roast-

cent from 51 percent among those aged 25 to 39. Meanwhile,

ing process.

those 60 and older see a sharp decrease in coffee drinking, as
it fell to 64 percent from 76 percent in that same time span.

In contrast, the Java Master Roaster uses convection technology to assure a uniform roast that allows consumers to enjoy a

Coffee consumption is expected to grow at 2 percent a year

fresh brew. The company's patented roasting process removes

until 2020 in the US, the world's largest national coffee market,

the chaff from the beans-automatically and immediately,
which yields an exceptionally clean, fresh taste.

Growth in the industry may be attributed to three segments
- single-cup coffee, cappuccino/iced coffee and refrigerated

Coffee consumption is being spurred especially by two major

ready-to-drink coffee, according to Packaged Facts' "Coffee

factors: Americans begin drinking coffee at earlier ages, due

and ready-to-drink coffee: US retail market, 9th edition" report.

to less of a stigma around it, and younger adults are more

At the same time, traditional coffee products such as ground

than making up for the decline in the older population in

coffee and instant coffee have seen declines. Ground coffee is

daily consumption.

still the largest contributing segment to the category, although
single-cup has been quickly closing the gap.

According to Chicago-based researcher Dataessential, young
people aged 19 to 34 account for roughly 44 percent of the US

Yet the retail revolution is not without its complications. Many

coffee demand. Americans born after 1995, on average, began

older and more traditional consumers are still purchasing

drinking coffee between the ages of 14-15, while those born

ground coffee in cans. Another large consumer segment came

after 1982 began at 17.

of age being exposed to specialty coffee, and that group views
canned coffee as outdated and unpalatable. The retailer's con-

Aiming to spur growth with seasonal ﬂavors, Community Cof-

sumer base is now highly polarized.

fee Company announced its recent introduction of Community®

JOHN U N R EIN

44 < FEB 2017 | bakemag.com

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