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Understanding the Context
Experts note the pandemic likely contributed to at-home coffee consumption, making single-serve the largest segment of the category. However, growth driven by convenience and consumers’ premium preferences also drove notable growth in the RTD category. This year’s State of the Industry report on coffee and RTD coffee drinks highlight how the overall category is shifting gears to drive growth and meet consumers’ changing preferences. Past-day coffee consumption remains strong based on a recent study from the National Coffee Association.
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Key Insights
Given coffee’s presence in American’s day-to-day life, manufacturers all elevating the experience for those drinking coffee at home. This year’s State of the Industry report on coffee and RTD coffee drinks highlights how curating a personalized experience is shaping the future for the coffee market as consumers embrace convenient formats, value-added ingredients. The innovation creates a new “refreshment coffee” category with a pioneering proposition that “sips like a Coke and finishes like a coffee” — giving Coca-Cola fans and java lovers alike a refreshing and reinvigorating reset to their daily routine, the company says. Given coffee ingredients’ versatility, experts highlight how beverage-makers are developing new products with enhanced flavors, functionalities and convenience. The National Coffee Association of U.S.A.
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Inc., New York, (NCA), reports that coffee consumption remains strong among Americans. More American adults (66%) are drinking coffee each day than any other beverage — aside from bottled water. Eighty-five percent of past-day coffee drinkers had coffee at breakfast, while 82% drank coffee at home.