How is the changing demographic profile of the US affecting the market for coffee?
It provides significant opportunities for the coffee market. In 2007, coffee surpassed soft drinks as the second-highest daily penetration of beverages in the US (behind water). The consumer demographic profile is influencing this; coffee has always performed well with older consumers, but now it is becoming popular with younger consumers, too. As people are living longer, coffee will continue to be their beverage of choice. The exciting news is that the greatest coffee penetration by age group is with consumers in the 18-24 bracket. Consumers are being introduced to coffee or coffee-based beverages at an earlier age and there is more income among younger users than ever before. The quality of coffee in both the retail and food-service channels has increased to improve the consumer experience. Another interesting dynamic with the changing profile of the US has been the diversity of people. Opportunities exist to deliver coffee offerings to specific ethnic groups. The offerings may be d
