Report: Single-Cup Brewing Awareness Grows 11 Percent In 2013

Nov. 14, 2013

The National Coffee Association (NCA) has published an original market research report “The Single-Cup Format: Another Year of Growth and Impactthat takes a dive into consumer behaviors regarding the single-cup format and uncovers continued expansion in the segment.

"Consumers are clearly buying in to the single-cup brewing format," said Robert F. Nelson, NCA president and CEO, in a prepared statement. "Continued upticks in awareness and adoption appear to confirm that the segment is well on its way to realizing its significant potential."

Among report findings, awareness of single-cup brewing systems has increased to 82 percent in 2013 from 71 percent last year and just 55 percent in 2007. Ownership has jumped to 12 percent in 2013 from 10 percent in 2012 and 3 percent in 2007.

Twenty percent of past-day coffee drinkers said they prepared coffee in a single-cup brewer, compared with just 7 percent who did so in 2010. At the same time, usage of drip coffee makers declined to 58 percent in 2013 from 77 percent in 2010.

In addition to these findings, other detailed analyses of consumer behaviors include:

  • age group, gender, family setting and income
  • geographic location
  • likelihood of purchase
  • gifting intent
  • types of coffee brewed
  • time of day
  • share of cups
  • frequency of use
  • place of usage, and
  • share of usage versus other brewing formats.

Among the other attitudinal analyses provided are:

  • ease of use
  • retail availability
  • taste perceptions
  • price level attitudes, and
  • shared word-of-mouth messages.