Table of Contents
Issues in the Market
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- Key issues
- Definition
- Abbreviations
Future Opportunities
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- Is fair-trade fair enough?
- Are affordable luxuries really that affordable?
Market in Brief
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- A sought-after commodity
- The upturn from the downturn
- Ethical resilience
- In search of a youth market
- Coffee culture needs café culture
Internal Market Environment
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- Key points
- A question mark for the future
- Instant hit
- More solid ground
- The generation game
- Pricing
- Downturn in finance, downturn in ethics
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- Figure 1: Agreement with selected lifestyle statements, 2005-09
- Trademark wars
- Niche appeal
- Premiumisation
- Machine market growth
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- Figure 2: UK retail sales value of domestic coffeemakers, by type and value, 2008 and 2009
- Health
Broader Market Environment
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- Key points
- Let the bad times roll
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- Figure 3: UK GDP real growth, 1999-Q2 2009
- The resilient bean
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- Figure 4: Ever drink coffee, by quarter, Q1 2007-Q2 2009
- Coffee shop cuts
- Demographic influences
Competitive Context
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- Key points
- The drinks decline
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- Figure 5: Usage of competing products, 2005-09
- Coffee shop cannibalisation
- How the mighty have fallen
- The silver lining
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- Figure 6: Market size and forecast of coffee shops, at current and 2008 prices, 2003-13
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- Figure 7: Coffee shops visited, October 2008
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Fast and fair
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- Figure 8: UK claims, January 2008 and 2009
- Convenience innovation
- Ethical innovation
- Premium prospects
- Premium innovation
- Flavour from within
- Flavour innovation
- Creating standout
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- Figure 9: Launch type, January 2008 and 2009
- Package innovation
- Emerging avenue for health
- Health innovation
Market Value and Forecast
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- Key points
- Price and premiumisation on the up
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- Figure 10: UK retail sales of coffee, by value, 2005-14
- Figure 11: UK retail sales of coffee, by sector, by value, 2005-09
- Small luxuries
- Factors used in the forecast
Segment Performance
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- Key points
- Instant coffee
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- Figure 12: UK retail sales of instant coffee, by volume and value, 2005-09
- Premium driving growth
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- Figure 13: UK retail sales of instant coffee, by sector, by value, 2005-09
- Niche and segmentation
- Premium lifts decaf
- Something special
- Powders
- Starbucks are everywhere!
- Roast and ground
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- Figure 14: UK retail sales of roast and ground coffee, by value, 2003-09
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- Figure 15: UK retail sales of roast and ground coffee, by sector, by value, 2007 and 2009
- Bean growing
- Niche convenience
- The convenience king
- Frothing at the machine
- Flat on decaf
- From ready to drink – to instant cappuccino
- All about the milk
- Fair trade
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- Figure 16: UK retail sales of fair trade coffee, by value, 2005-09
Market Share
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- Key points
- When the going gets tough
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- Figure 17: Market share of coffee, by manufacturer, by value, 2005-09
- Own-label makes its mark
- The original nose dive
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- Figure 18: Market share for instant coffee, by leading brand, by value, 2006-09
- Kenco’s survival strategy
- Premium popularity
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- Figure 19: Market share for ground/fresh coffee, by brand, by value, 2005-09
- Pods bring giant opportunity
Companies and Products
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- Major players
- Cafédirect UK
- Douwe Egberts
- Fine Foods International – The Coffee People
- Food Brands Group (Percol)
- Gala Coffee Ltd
- Kraft Foods
- Lavazza UK
- Nestlé UK
Channels to Market
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- Key points
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- Figure 20: UK retail sales of coffee, by type of outlet, 22007 and 2009
- Specialists holding steady
Brand Elements
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- Key points
- Brand map
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- Figure 21: Attitudes towards and usage of coffee brands, December 2009
- Brand qualities of coffee brands
- Luxury and authenticity key drivers
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- Figure 22: Personalities of various coffee brands, December 2009
- Experience of coffee brands
- Everyday instants dominate, niche premium brands lack awareness
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- Figure 23: Consumer usage of various coffee brands, December 2009
- Brand consideration for coffee brands
- Premium brands hold greatest appeal
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- Figure 24: Consideration of various coffee brands, December 2009
- Brand satisfaction for coffee brands
- Instant coffee brands best viewed
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- Figure 25: Satisfaction with various coffee brands, December 2009
- Brand commitment to coffee brands
- Nescafé has biggest fan base
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- Figure 26: Commitment to various coffee brands, December 2009
- Brand intentions for coffee brands
- Biggest instants have best retention
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- Figure 27: Future usage intentions for various coffee brands, December 2009
- Brand recommendation for coffee brands
- Instant brands the trusted choice, but Nescafé leads the way
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- Figure 28: Recommendation of various coffee brands, December 2009
- Kenco
- What the consumer thinks
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- Figure 29: Attitudes towards the Kenco brand, December 2009
- Cafédirect
- What the consumer thinks
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- Figure 30: Attitudes towards the Cafédirect brand, December 2009
- illy
- What the consumer thinks
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- Figure 31: Attitudes towards the illy brand, December 2009
- Starbucks
- What the consumer thinks
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- Figure 32: Attitudes towards the Starbucks brand, December 2009
- Nescafé
- What the consumer thinks
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- Figure 33: Attitudes towards the Nescafé brand, December 2009
Brand Communication and Promotion
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- Key points
- Falling spend
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- Figure 34: Topline adspend in the coffee market, 2005-09
- Ad spending continues to decline
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- Figure 35: Adspend of top ten advertisers in the coffee market, 2007-09
- When the going gets tough…
- …the tough get going
- Sustaining share
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- Figure 36: Adspend of top ten brands in the coffee market, 2007-09
The Consumer – In-home versus Out-of-home Coffee Drinking
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- Key points
- Places where coffee is drunk
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- Figure 37: Places where coffee is drunk, December 2009
- More people drinking at home
- Men are from Mars…
- Coffee – work driver and home comfort
The Consumer – In-home Habits
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- Key points
- In-home coffee drinking habits
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- Figure 38: Types of coffee drunk at home, December 2009
- The future’s bean
- More pulling power for a youth audience
- Capsule living
- Brands beware
- Ground vs instant
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- Figure 39: Types of Coffee Drunk at home by main preference, December 2009
The Consumer – Attitudes towards In-home Coffee Drinking
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- Key points
- Attitudes towards in-home coffee drinking
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- Figure 40: Attitudes towards drinking coffee in the home, December 2009
- Delivering on taste
- A matter of taste
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- Figure 41: Attitudes towards drinking coffee in the home, by types of coffee drunk at home, December 2009
Attitudes towards Drinking Coffee
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- Key points
- Attitudes towards drinking coffee
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- Figure 42: Attitudes towards drinking coffee in general, December 2009
- On price and premiums
- The budget bean
- Instant appeal
- Decaf falls down on taste and energy
Targeting Opportunities
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- Figure 43: Target groups, December 2009
- Steaming Hot – 18% of adults
- Profile
- Market opportunities
- Stone Cold – 22% of adults
- Profile
- Market opportunities
- Casual Affair – 22% of adults
- Profile
- Market opportunities
- Instant Happiness – 18% of adults
- Profile
- Health Opportunity – 20% of adults
- Profile
- Marketing opportunities
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Appendix – Internal Market Environment
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- Figure 44: Instant coffee drinkers, 2005-09
- Figure 45: Frequency of drinking instant coffee, 2005-09
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- Figure 46: Types of instant coffee drunk, 2005-09
- Figure 47: Varieties of instant coffee drunk, 2006-09
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- Figure 48: Usage and frequency of instant coffee, by demographics, 2009
- Figure 49: Branded instant coffee drinkers, 2007-09
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- Figure 50: Ground coffee drinkers, 2005-09
- Figure 51: Frequency of drinking ground coffee, 2005-09
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- Figure 52: Types of ground coffee drunk, 2008-09
- Figure 53: Varieties of ground coffee drunk, 2005-09
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- Figure 54: Usage and frequency of use of ground coffee, by demographics, 2009
- Figure 55: Branded ground coffee drinkers, 2007-09
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- Figure 56: Instant coffee/ground coffee drinkers, 2005-09
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Appendix – Who’s Innovating?
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- Figure 57: Claims, 2008 and 2009
- Figure 58: Claims category, 2008 and 2009
- Figure 59: Branded vs. own-label, 2008 and 2009
- Figure 60: Top 20 companies, 2008 and 2009
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- Figure 61: Flavour component sub-group, 2008 and 2009
- Figure 62: Flavour component, 2008 and 2009
- Figure 63: Flavour, 2008 and 2009
- Figure 64: Launch type, 2008 and 2009
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- Figure 65: Package type, 2008 and 2009
- Figure 66: Package material, 2008 and 2009
- Figure 67: Storage, 2008 and 2009
- Figure 68: Format type, 2008 and 2009
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Appendix – The Consumer – In-home versus Out-of-home Coffee Drinking
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- Figure 69: Places where coffee is drunk, by demographics, December 2009
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Appendix – The Consumer – In-home Habits
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- Figure 70: Most popular types of coffee drunk at home, by demographics, December 2009
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- Figure 71: Next most popular types of coffee drunk at home, by demographics, December 2009 (continued)
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Appendix – Attitudes towards In-home Coffee Drinking
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- Figure 72: Places where coffee is drunk, by types of coffee drunk at home, December 2009
- Figure 73: Most popular attitudes towards drinking coffee in the home, by demographics, December 2009
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- Figure 74: Next most popular attitudes towards drinking coffee in the home, by demographics, December 2009 (continued)
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Appendix – Attitudes towards Drinking Coffee
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- Figure 75: Most popular attitudes towards drinking coffee in general, by demographics, December 2009
- Figure 76: Next most popular attitudes towards drinking coffee in general, by demographics, December 2009 (continued)
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- Figure 77: Attitudes towards drinking coffee in general, by types of coffee drunk at home, December 2009
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Appendix – Targeting Opportunities
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- Figure 78: Places where coffee is drunk, by target groups, December 2009
- Figure 79: Types of coffee drunk at home, by target groups, December 2009
- Figure 80: Attitudes towards drinking coffee in the home, by target groups, December 2009
- Figure 81: Attitudes towards drinking coffee in general, by target groups, December 2009
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- Figure 82: Target groups, by demographics, December 2009
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