8.5
C
onsumed by 71% of Canadians(1) and most likely a part of your daily routine, coffee is a major category that generates more than $1 Billion in sales annually(2). Cited as one of the TOP categories consumers
are willing to pay a premium for, coffee(3) is still evolving, influenced by different trends and by the arrival of millennials who value different aspects than their parents when it comes to coffee. • In many grocery categories, shoppers are becoming increasingly knowledgeable about what they consume, and coffee is no exception. Even if some shoppers are looking for the best-priced products, others are evolving into more sophisticated coffee drinkers and are looking for new ways to experience a favourite beverage. This will continue to fuel interest in the premiumization of coffee across the ground, whole-bean or single-serve segments. Younger shoppers also prioritize experience over price, and their consumption of gourmet and specialty coffee beverages is on the rise.(1) • Over the next few pages, we will look at how you can use the coffee category to INCREASE BASKET VALUE of your shoppers and be successful in building a strong connection to this category.
Sources : (1) Canadian Association of Coffee, 2017 (2) Nielsen MarketTrack, Total Canada all channels, dollar sales, 52 weeks ending June 24 2017 (3) Nielsen Global Survey on Premiumization, 2016
BASKET VALUE
STRATEGIC LEADERSHIP COFFEE
$47 AVERAGE TOTAL GROCERY
$97 BASKET CONTAINING COFFEE
$107 KEURIG® COFFEE MAKER COMPATIBLE PODS
Sources: Nielsen Cross Outlet Facts, National all outlets, 52 weeks ending April 1st 2017