Single-cup coffee brewers are catching on with consumers in a big way. In 2012, ten percent of daily coffee drinkers told NCA they now own a single-cup brewer. That means ownership has grown by 900% since the brewers first hit store shelves seven years ago.
Nearly twice the number of coffee consumers said they made some coffee yesterday using a single-cup brewer. That’s an increase of 175% just since 2010, and 110% from last year alone.
Just visit a supermarket, big box retailer, home goods outlet or even small appliance store, and the anecdotal evidence stares you in the face, too. Coffee aisle shelf space has been reapportioned to accommodate single-cup capsules, and entire new sales floor sections have been created at retailers who sell the machines.
When single-cup brewers hit the shelves in 2005, it was the first big change since Mr. Coffee was born in the late 1970s. The expectations were high – a convenience driver for consumers and a sales leader in a brand new segment. But for some as yet unknown reason, the initial reception did not match the aspirations.
When NCA first tracked consumer adoption in 2005, just 10% expressed satisfaction with the single-cup format among the 59% of consumers who had heard of it. Today, 57% rate the system highly out of the larger pool – 71% of consumers — who say they are aware of the format.
In the interim years, sales grew at just 1% each year, with ownership reaching a mere 3% by 2007. But going into 2012, ownership had spiked by 3 percentage points. At the same time, purchase intent for personal use had jumped to 16% from 2% in 2005, while plans to buy as a gift rose from 1% in 2005 to 15% in 2012.
And the momentum is clearly accelerating. Those who have bought a single-cup brewer within the last six months grew to 36% this year from 29% in 2007. That means more new purchasers are jumping into the format. Owners are relying heavily on their purchases, too. In 2012, 51% used it to prepare 70-100% of their coffee, while just 31% made 29% or less of their coffee with the brewer.
All of this growth has made single-cup brewing the second most commonly used coffee preparation method on a past-day basis. While drip coffee makers retain the lead, their share of consumer use is waning. In 2012, 61% of past-day coffee drinkers used a drip pot, after a steady decline from 70% in 2011 and 77% in 2010.
These statistics come directly from what consumers told NCA in its annual survey of U.S. coffee consumption. The attitudes and behaviors discussed here make up just a fraction of the market data collected and analyzed. This research was recently published in The Single Serve Format: Evolving Perceptions, Continued Growth, part of the NCA Market Research Series. All reports are available at www.ncausa.org.
The report takes a deep dive into attitudes and behaviors of consumers to the single-cup format, and offers analyses of many additional factors, including: age group, gender, family setting and income; geographic location; types of coffee brewed; time of day; share of cups; and place of usage, along with attitudinal analyses covering ease of use; retail availability; taste perceptions; price level attitudes; and shared word-of-mouth messages. All current NCA Market Research Series reports are available at www.ncausa.org.
Whether you are a consumer or marketer, single-cup brewing is compelling news. Manufacturers had hoped that convenience would drive rabid consumer acceptance and use. As consumers overcome initial hurdles of attitude and habit, convenience may be driving them rapidly into the format. With that, manufacturers, along with coffee roasters and retailers, may finally be seeing their initial expectations coming to fruition.
It will be an interesting story to watch unfold as NCA continues to track the numbers, behaviors and attitudes. Brew up a cup of coffee and stay tuned.