Secondary Marketing Research on Coffee

Paper Summary:

This paper discusses the issues that a new coffee producer must look at within the changing market dynamics in order to to penetrate the diverse consumption patterns of coffee. The paper focuses on coffee consumption in the United States and Canada. It also analyzes the future outlook for the industry within both Canada and the United States.

Table of Contents:
Introduction
Future Outlook
Consumption Patterns
Statistics about Coffee Consumption in Canada
The Market Analysis
Potential Market(s) in the US
Conclusion

From the Paper:

"Coffee sales proved the most lucrative for the global hot drinks market in 2005, generating total revenues of $21.2 billion, equivalent to 40.3% of the market's overall value. The market's performance is forecasted to accelerate, with an anticipated CAGR (Compound Annual Growth Rate) of 2.4% for the five-year period 2005-2010 driving the market to an expected value of $59.2 billion by the end of 2010. (Hot Drinks Industry Guide Gives Coffee a Good Future Outlook)"
"Research from the National Coffee Association of the USA says that Coffee drinkers are becoming educated about different varieties of coffee and are increasingly demanding quality in their choices. Even though the coffee market has wrestled with increasing fuel prices as well as green coffee prices, it has been able to pass these costs on to the consumer. Prepared coffee sales continue to outpace packaged coffee sales, becoming more widely available than ever before and many manufacturers of packaged coffee have struggled to grow their market share."

Sample of Sources Used:

• Canada Food Stats, Statistics Canada, Official Canada Website, Retrieved March 29, 2007, <http://www.statcan.ca/english/ads/23F0001XCB/highlight.htm>
• Coffee and Tea Manufacturing in the US, Dec. 1, 2006, IBS World Official Website, Retrieved March 29, 2007, <http://www.ibisworld.com/industry/retail.aspx?indid=274&chid=1#>
• Coffee is Number One Source of Antioxidants, Aug. 28, 2005, American Chemical Society Official Website, Retrieved March 29 2007<http://www.eurekalert.org/pub_releases/2005-08/acs-cin081905.php>
• Coffee Sales at Convenience Stores (updated July 2006) NACS (National Association of Convenience Stores) Online, Retrieved March 29, 2007 <http://www.nacsonline.com/NR/exeres/0000615ekahlbkkqgboantrc/GenUseWithOneCallOut_Resource.asp?NRMODE=Published&NRORIGINALURL=%2fNACS%2fResource%2fPRToolkit%2fFactSheets%2fprtk_fact_coffeesales%2ehtm&NRNODEGUID=%7b50688208-9735-436A-BBB9-0493AACE6AB9%7d&NRQUERYTERMINATOR=1&cookie%5Ftest=1>
• Market Brief, National Coffee Association of the US official website, Retrieved March 29, 2007, <http://www.ncausa.org/files/public/MktResBriefMar06.htm>

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