Category Report - S&D Coffee & Tea · About S&D Coffee & Tea S&D Coffee & Tea is the nation’s largest custom coffee roaster and supplier of iced tea to the foodservice industry.

Category Report

COFFEE TEA®

STRATEGIC MARKETING & DESIGN STUDIO

Hot Coffee Category Report

Source: Datassential BUZZ, 1Q 2015

0-24 25-34 35-44 45-54 55-64 65+

11%9%

17%19%20%

25%

Ethnicity: Household Income:

Age:

1 Year TREND

Who

Source: NCA National Coffee Drinking Trends 2015

Source: The NPD Group/CREST® 2015

Gender:


LSR FSRSERVINGS SERVINGS

1% 3%LIMITED SERVICE RESTAURANT FULL SERVICE RESTAURANT

50%

50%


White

Hispanic

Asian

Afr. Amer.

Other

79%

7%

6%

6%

2%

Under $50K

$50K to $100K

Over $100K

44%

38%

18%

S&D Coffee & Tea1

COFFEE TEA®


Geotype:

Roast Consumption:

Urban Suburban Rural

29%

21%

50%



What

Light Roast Medium Roast Dark Roast Not Sure

12%

59%

21%

8%

Q. What was the coffee roast of the last cup of coffee you consumed?

© 2015 S&D Coffee & Tea 2


Q: Please rate the appeal of each of the following types of coffee roasts.

Medium Roast

Dark Roast

French Roast

Light Roast

Italian Roast

European Roast

Blonde Roast

City Roast

32%

29%

24%

15%

15%

13%

11%

8%

Format Appeal:

42%

25%

18%

8% 6%

Whole Bean Pre-Ground Single-Cup Liquid Concentrate Instant / Soluble

Regular vs. Decaffeinated Incidences:




Regular

Decaffeinated

94%

6%

S&D Coffee & Tea3

COFFEE TEA®


WhY

Flavored vs. Unflavored Coffee:

Flavored Coffee Regular Coffee Not Sure

22%

1%

77%


Reasons for Drinking Coffee (Top 5):To Wake Up

To Warm Up

An Energy Boost

A Treat

A Relaxing Moment

77%

76%

66%

60%

58%


Q: Which of the following best describe WHY you chose to purchase your BREWED COFFEE where you did?

Q: Was the coffee you drank FLAVORED?

49%

28% 26%

17% 16%13%

7% 5%

Convenience Best Price Best QualityAble to

Customize Beverage

Environment / Ambiance Best Variety Loyalty

ProgramGift Card /

Pre-Paid Card




Daily Consumption:

Day-Part Consumption Trends:

5%5%

11%

26%

28%

4%

7%

The three morning dayparts represent 65% of all brewed coffee occasions.

Early Morning Breakfast Mid-Morning Lunch Afternoon Dinner Late Night

When


47%AMER

ICANS WHO DRINK COFFEE DAILY


S&D Coffee & Tea5

COFFEE TEA®


Region:



West: 21%

Midwest: 23%

N. East: 21%

South: 35%

Where

Q: Please rate the appeal of each of the following points of origin for coffee.

Sumatra: 12%Kenya: 12%

Ethiopia: 10%

Brazil: 21%

Costa Rica: 17%

Jamaica: 17%

Colombia: 38%

Mexico: 10%

Peru: 13%

Nicaragua: 11%Hawaii: 20%



How

Food Accompaniment:

Cup Size:


With a After a By Itself With a Snack Meal Meal

66% 12% 19% 3%



Coffee Shop

Donut Shop

C-Store

QSR

Bakery-Café

Supermarket Deli

Food Truck / Stand / Kiosk

Fast Casual

Dessert Shop

Midscale Restaurant

Casual Dining Restaurant

Buffet Restaurant

Espresso (3 oz.)

Small (5-8 oz.)

Medium (12 oz.)

Large (16+ oz.)

19%

13%

11%

10%

2%

2%

1%

1%

1%

4%

1%

1%

8%

45%

51%

16%

LIMITED SERVIC

E R

ESTAURANTS

60%

FULL SERVICE R

ES

TAU

RANTS

6%

S&D Coffee & Tea7

COFFEE TEA®





Condiment Usage:

Away From Home:

Creamer Sweetener Flavored SyrupPowdered Hot

Chocolate

67%

49%

7%4%

23%

PREPARED BLAC

K77%

USE CONDIM

ENTS

Q: Which of the following condiments / items did you add to your coffee?

49%

SWEETENER

40%

CREAMER & SWEETEN

ER

67%

CREAMER

Creamer Type Used:

Flavored Liquid Creamer Half & Half Milk

Unflavored Liquid

Creamer

Unflavored Powdered Creamer

Flavored Powdered Creamer

Real Dairy Creamer

42%

7%10%

4%

14%

23%27%





Creamer Flavor Used:

French Vanilla Hazelnut Caramel Chocolate Irish Cream Seasonal Flavor Amaretto

60%

10%10%7%

11%

17%28%

Sweetener Used:

Regular Sugar Splenda Sweet n’ Low Raw Sugar Equal /Nutrasweet Brown Sugar Stevia

58%

4%5% 2%5%10%

16%

S&D Coffee & Tea9

COFFEE TEA®



Sweetener Packs Used:

1 2 3 4 5 6+

30%

Away From Home Consumption:

With Others

With Spouse / Significant Other

16%

With Family 9%

With Coworkers 9%

With Friends 8%

With Business Associates 1%

With Someone Else 1%


37%

16%

8%

3% 6%

Alone

62%

With Others 38%


About S&D Coffee & TeaS&D Coffee & Tea is the nation’s largest custom coffee roaster and supplier of iced tea to the foodservice industry. S&D is also a leading producer of liquid extracts. In continuous operation since 1927, the company serves over 100,000 customers through

national distribution and direct store delivery.

For more information,contact your S&D Coffee & Tea sales representative.

800.933.2210 • www.sdcoffeetea.com©2015 S&D Coffee, Inc.

Category Report - S&D Coffee & Tea · About S&D Coffee & Tea S&D Coffee & Tea is the nation’s largest custom coffee roaster and supplier of iced tea to the foodservice industry.

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