The Keurig K-Cup brewer from Green Mountain Coffee Roasters (GMCR) revolutionized the single-serve coffee market, which posted a compound annual growth rate of over 75% between 2007 and 2012 in tracked mass-market channels. Total U.S. retail coffee market dollar sales grew 10% in 2012 thanks to a dramatic 82% jump in the single-cup brew segment, which reached $1.8 billion in 2012.

Proven market performance and the expiration of an important K-Cup patent in September 2012 has led to a new round of marketplace competition and opportunity, motivating long-standing category participants to step up their competitive strategies. An important feature of this competition has been an influx of private label and unlicensed beverage pods that work in Keurig K-Cup brewers.

New, more sophisticated and specialized machine technology for single-cup brewers keeps elevating the quality of coffee made at home, while single-serve beverage manufacturers and marketers continue to broaden the array of beverages specifically designed for these machines, increasing the range of successful products, brand entrants, and satisfied consumers. Although coffee beverages still predominate for single-serve brewers, other beverages including tea, cocoa and chocolate, hot and cold fruit drinks, and specialty wellness beverages are increasingly available.

Overall, several factors will continue to spur the growth of the single-cup brew beverage market, including a nation of dedicated and increasingly discerning coffee drinkers; consumer desire to recreate coffee shop quality at home; continued adoption of single-serve brewers in offices and hotels; innovations in brewer technology supporting enhanced beverage quality; a large selection of brewers, many of which are aggressively marketed and attractively priced; the popularity of single-serve brewers as a hot kitchen gadget, well suited for holiday gift giving; a wide selection of single-serve beverage options that continues to expand; and the recent increase in published reports of the health benefits associated with coffee consumption.

Single-Cup Brew Beverage Products in the U.S. spotlights the dynamic single-serve retail beverage market, featuring proprietary Packaged Facts consumer survey data to identify the types of single-cup brew beverages used, when and where they are consumed, and where they were purchased.

Table Of Contents

Chapter 1: Executive Summary
Introduction

Scope
Methodology


Market Drivers

A Nation of Dedicated Coffee Drinkers
Bringing the Coffee Shop Home
Single-Serve Brewers as Trendy Kitchen Gadget
Brewers, Brewers Everywhere!
Innovations in Brewer Technology
More Single-Cup Brew Choices
Drink to Your Health!


Changing Dynamics of Single Serve

Single-Cup Brew Coffee Market Size
Coffee Market Share for Single-Cup Brew
Alternate Channels


Single-Serve Brewers
Coffee Share of Single-Cup Brew Beverage Market

Navigating the Flood of Unlicensed Brands and Private Label
Single Serve


Making Single-Serve Beverages More Ecofriendly
Chapter 2: Changing Dynamics of Single Serve
Single-Cup Brew Market Overview

Single-Cup Systems Successful Business Model
Flexibility - Key to Future Success?
Consumers and Single Serve

Overall Coffee Consumption
Gourmet Coffee Consumption
Espresso Consumption
What’s Brewing? Single-Serve Beverage Use
Figure 2-1: Single-Serve Pod Use by Beverage Type, 2013
Figure 2-2: Use of Select Single-Cup Brew Brands (in last 30 days) vs. IRI FDMx Sales, 2012-2013
Figure 2-3: Single-Cup Brew Beverage Use by Location and Daypart, 2013
Figure 2-4: Purchasing Rates for Single-Cup Brew Packs by
Retail Channel, 2013 (U.S. adults)


Single-Cup Brew Coffee Retail Market Size and Growth

Table 2-1: IRI FDMx-Tracked U.S. Coffee Sales by Type, 2007-2012 (in $ millions)
Figure 2-5: IRI FDMx-Tracked U.S. Dollar Sales of Single-Cup Brew
Coffee vs. Ground, Instant, and Whole Bean Coffee, 2007-2012 (in $ millions)
Figure 2-6: IRI FDMx-Tracked U.S. Volume Sales of Single-Cup Brew vs. Ground Coffee and Total Coffee, 2007-2012 (volume in pounds)
Table 2-2: IRI FDMx-Tracked U.S. Unit and Volume Sales of
Single-Cup Brew Coffee vs. Ground Coffee and Total Coffee, 2007-2012 (volume in pounds)
Single-Cup Brew Price per Pound Nearly 5X Ground
Figure 2-7: IRI FDMx-Tracked U.S. Price per Pound for Single-Cup
Brew Coffee vs. Ground Coffee and Total Coffee, 2007 - 52 Weeks Ending Apr. 21, 2013
Table 2-3: IRI FDMx-Tracked U.S. Price Per Pound for Single-Cup Brew Coffee vs. Ground Coffee and Total Coffee, 2007 - 52 wks end April 21, 2013 (price points)


Impact of Green Coffee Prices on Single-Cup Brew

Green Coffee Prices Still Falling


Single-Cup Brew Coffee Market to Top $5 billion

Table 2-4: U.S. Sales of Single-Cup Brew Coffee at Retail, 2007-2016 ($ millions)




Single-Cup Brew Market Share and Composition

Single-Cup Brew Coffee Market Share by Company

Figure 2-8: IRI FDMx-Tracked Single-Cup Brew Coffee Market Share by Company, 52 weeks ended April 21, 2013
Green Mountain Coffee Roasters, Inc. (GMCR)
J.M. Smucker
Table 2-5: IRI FDMx-Tracked Single-Cup Brew Coffee Sales by Company, 52 weeks ended April 21, 2013 ($ and %)


Market Share by Brand

Figure 2-9: IRI FDMx-Tracked Share of Sales of Single-Cup Brew Coffee by Brand, 52 weeks ended April 21, 2013
Table 2-6: IRI FDMx-Tracked Sales and Share of Single-Cup Brew Coffee by Brand, 52 weeks ended April 21, 2013
Tassimo’s Bad Luck Streak




Alternate Channels Important to Single-Serve Sales

Table 2-7: Share of Single-Cup Brew Coffee Dollar Sales by Channel,\ 2013 (percent)
Single-Cup Brew Beverage Products Table of Contents
July 2013 © Packaged Facts iii
Advantages of the Internet for Single-Serve Beverages
Internet Loyalty Programs, Rewards and Benefits
Club Keurig Rewards
Nespresso - The Club
Tassimo
Coffee Bean and Tea Leaf
Starbucks
Other Online Coffee Retailers


Single-Cup Brew Product Assortment and Pricing by Channel

Table 2-8: Number of Single-Cup Brew SKUs by Retailer and
Beverage Type


Single-Cup Brew Coffee at the Office
Office Coffee Service (OCS) Rebounds
Table 2-9: Office Coffee Service Single Cup Brewer Placements:
Marketer Share, 2007-2012 (percent)
Chapter 3: Single-Serve Brewers

A Plethora of Brewers to Choose From
Dedicated Pod Design or Open Source?
Keurig Single-Cup System the Clear Standard
Good Housekeeping Rates Single-Serve Coffeemakers
Innovation in Single-Cup Brewing Evident in Edison Awards
Consumer Picks for Top Coffee Maker Brands


Keurig Vue

Maize of Models

Table 3-1: Features of Various Keurig Vue Coffee Maker Models


Pricing: Strategic or Reacting to Competitive Pressure?


Keurig Rivo

GMCR Receives NSF Certification for Foodservice Use


Starbucks Verismo

Pricing

Table 3-2:Starbucks Verismo Model Availability and Price by Online Retailer


580 Base Model

Use and Operation


V-585 Model

Use and Operation


Bosch Tassimo T55 and Other Models

Barcode Technology - Tassimo’s Point of Difference
Table 3-3: Feature Comparison of Bosch Tassimo Single-Serve Brewer Models


Nestle Nespresso

Table 3-4: Features of Various Nespresso Brewer Models


Bunn My Cafe MCU

Pricing
Table 3-5: Bunn My Cafe MCU Price at Various Online and Bricks and Mortar Retailers
Use and Operation


Esio Bankruptcy Hinders Potential Competition
CBTL Brewers

Table 3-6: Features of Various CBTL Brewers


Hamilton Beach - The Scoop


Chapter 4: Single-Cup Brew Brands

Consumer Picks for Top Coffee


Products Carrying the Keurig Brewed Seal

Table 4-1: Beverage Types Available for Keurig K-Cups, Vue and Rivo Brewing Systems Keurig-Licensed K-Cups®
Table 4-2: K-Cup Beverage Brands Carrying "Keurig Brewed" Emblem and Deduced Relationship Status with GMCR
K-Cup Offerings by Beverage Type
Table 4-3: Keurig K-Cup Offerings by Beverage Type (percent)
Tea and Decaf - The Long Tail of Single Serve?
Brew Over Ice Iced Tea K-Cup Offerings
Functional and Nutritional K-Cup Beverages
Expanded Starbucks Partnership
Dunkin’ Donuts
The Coffee Bean and Tea Leaf
Table 4-4: CBTL Beverage Capsule Offerings: Espresso, Coffee, Flavored Coffee and Tea
Lipton Tea Launch Brewing


Keurig Patent Status
Keurig Vue Packs

Table 4-5: Keurig Vue Packs by Beverage Type (percent)
Attention-Getting Awards
A Nod to Sustainability


Keurig Rivo Packs
Starbucks Verismo Pods

Table 4-6: Starbucks Verismo Coffee Pods Sold Online (in dollars)
Milk Pods
Beverage Kits


Tassimo T-Discs

Table 4-7: Tassimo T-Discs by Beverage Type (percent)


Esio E-Paks
Nespresso Capsules

Nespresso Boutiques

Table 4-8: Nespresso Boutique and Boutique Bar Locations in the
United States


Single-Serve Brewed Beverages: Beyond Coffee
Reading the Tea Leaves


Chapter 5: Unlicensed and Private Label Single-Cup Brew ..
Private Label Single-Cup Opportunity

GMCR and Analyst Assessment of Private Label Impact
Nespresso and Private Label
Retailer Branded Pods for K-Cup Brewers
TreeHouse Foods Single-Cup Brew Volume Up

Keurig-Brewed Private Label K-Cup Launch
Table 5-1: Select K-Cup Packs at Costco Online - Count, Price and
Cost per Cup


Retailer Private Label Going Gangbusters

Unlicensed Private Label Single-Cup Launches for Keurig Brewers
Price of Supermarket Private Label Brands vs. Market Leaders
Table 5-2: Price and Selection of Supermarket Private Label Single-Cup Coffee Packs (Compatible with Keurig K-Cup Brewers)
Table 5-3: Regular Price of Leading Coffee Brands at Select Supermarkets




Unlicensed, Branded Single-Cup Players

Kraft’s Free Ride on Keurig’s Coattails
Rogers Family Company
Peet’s Single-Serve Launch Is Company’s Biggest Ever
Community Coffee Contemporizes Family Tradition
Don Francisco’s Coffee Adds Single-Cup
New England Coffee


RealCup Single-Serve Cups

Marley Coffee RealCupâ„¢ Capsules
Martinson Coffee RealCup Capsules


Chapter 6: Making Single-Cup Brew More Sustainable
Many Single-Serve Producers Compost and Recycle with TerraCycle

GMCR Pilots Recycling its Own Way


Life Cycle Assessment for K-Cups
Freshpacks Reduce Carbon Footprint 40% for Flavia
More Recycling and Ecofriendly Aluminum Production for Nespresso
The UpShot …

Woodshed Roasting
Mystic Monk Coffee
Red Diamond
Saxbys Coffee
Hawaii Roasters
Melitta


OneCup - Just Over the Border
Reusable K-Cups and Similar Products

My K-Cup Alternatives


Appendix I: Retailers of Keurig Brewers and Pods
Keurig Brand Brewing Systems K-Cup, Vue and Rivo - not all systems at all retailers
Appendix II: Keurig K-Cup System Beverage Packs
Appendix III: Keurig Vue System Beverage Packs
Appendix IV: Retailer Single-Serve Offering and Pricing (Giant)
Appendix V: Retailer Single-Serve Offering and Pricing (Harris Teeter)
Appendix VI: Retailer Single-Serve Offering and Pricing(Hy-Vee)
Appendix VII: Retailer Single-Serve Offering and Pricing(Safeway)
Appendix VIII: Retailer Single-Serve Offering and Pricing(Wegmans)
Appendix IX: Retailer Single-Serve Offering and Pricing(Wal-Mart)
Appendix X: Retailer Single-Serve Offering and Pricing(SuperTarget)
Appendix XI: Retailer Single-Serve Offering and Pricing(Office Depot)
Appendix XII: Retailer Single-Serve Offering and Pricing(Bed Bath and Beyond)
Appendix XIII: Retailer Single-Serve Offering and Pricing(Kohl’s)

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