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Theory

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Submitted By aravindnair
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US Snapshot
Bill Murray

President and CEO
National Coffee Association USA

International Coffee Organization
September 2014

US Snapshot
• The NCA
• The US Consumer Market
– National Coffee Drinking Trends

• Government and
Scientific Affairs
• What’s Ahead for NCA

What is the NCA?
• Trade association for the US coffee industry
– Represents over 90% of all US coffee commerce
– Serves all industry segments

• Provider of cross-industry, pre-branded professional services







Government Affairs
Scientific Affairs
Communications and Public Relations
Advocacy and Issues Management
Market Research
Education

• Core Purpose: To advocate on behalf of the US coffee industry within the context of the world coffee community

National Coffee Drinking Trends
• Conducted since 1950
• Industry standard tracking study
• Measures US coffee consumption habits, attitudes and demographics
• Anchor for expanded NCA Market
Research Series





Breakout reports: single-cup segment, ethnicity, etc.
Monthly Industry Sizing Briefs
Category Tracking Studies
Consumer Trend Insights

Total Consumption
• Total consumption remains even, but strong
• Slight easing in more frequent consumption

Frequency

2014

2013

2012

Past Day

61%

63%

64%

Past Week

73%

75%

73%

Past Year

79%

83%

78%

Study Margin of Error ± 1.87%

Consumption by Type
• However, consumption patterns shifting toward GCB
Past-Week Consumption (%)

2014

2013

2012

73

75

73

» Traditional - Not
Gourmet

47

48

46

» Gourmet Coffee
Beverages (GCB)

50

47

44

› Traditional Gourmet

27

26

26

› Espresso-Based
Beverages

39

33

31

Frequency

Total Coffee

Consumption by Type/Age
• GCB Consumption also trending younger & increasing
Past-Week

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