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Trends In Coffee Consumption In USA

The United States of America is by far the largest coffee-consuming country in the world with annual consumption of 22.75 million bags (bag of 60 kg each) in 2012. Per capita consumption of coffee in USA is 4.20 kg in 2012.

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Definition / Scope

Coffee is a brewed drink prepared from roasted coffee beans, which are the seeds of "berries" from the Coffee plant. Coffee plants are cultivated in over 70 countries, primarily in the equatorial regions of the Americas, Southeast Asia, India and Africa. The two most commonly grown are the highly regarded arabica, and the less sophisticated but stronger and more hardy robusta.

The latter is resistant to the coffee leaf rust, Hemileia vastatrix, but has a more bitter taste. Once ripe, coffee beans are picked, processed, and dried. Green (unroasted) coffee beans are one of the most traded agricultural commodities in the world. Once traded, the beans are roasted to varying degrees, depending on the desired flavor, before being ground and brewed to create coffee.

Market Overview

  • The United States of America is by far the largest coffee-consuming country in the world with annual consumption of 22.75 million bags (bag of 60 kg each) in 2012. Per capita consumption of coffee in USA is 4.20 kg in 2012.
  • Roasted coffee is the dominant form of coffee consumed and accounted for 18.5 million bags (91.5% of the total) compared with only 1.7 million bags (8.5%) of soluble coffee. The share of soluble coffee in total consumption fell from 12.8% in 1997 to 5.5% in 2011, perhaps as a result of the development of specialty niche markets in which roasted coffee predominates.
  • The use of coffee pods is still limited but rising rapidly, accounting for 1.6% of total consumption in 2011.

Key Metrics

Metrics Value Explanation
Base Year 2018 Researched through internet


Top Market Opportunities

  • As for the United States of America, the five main suppliers of coffee were Brazil (23.76% of the total imports), Colombia (15.77%), Vietnam (12.90%), Mexico (7.95%) and Guatemala (7.16%). The five leading suppliers are all exporting countries and accounted for 67.54% of total coffee imports of the country.
  • Among the top five suppliers, Vietnam coffee exports to USA are growing at a rate of 6.38% per annum from 2003 to 2012. Brazil and Mexico coffee exports to USA are growing at the rate of 3.37% and 2.15% respectively p.a during the same period. While Colombia and Guatemala coffee exports to USA have shown negative growth rate of -2.34% and -1.53% p.a respectively during 2003 to 2012 (Table 2).
  • India has a small share in the US coffee imports (less than 1%). However the exports have been increasing over the years.
  • India’s coffee exports to USA have registered a compound growth rate of 9.74% p.a. from 52.6 thousand bags in 2003 to 154.4 thousand bags in 2012.
  • USA being the largest consumer and importer of coffee in the world, it is also the largest market for high quality and specialty coffees and pays good prices for quality coffees. As such it offers an enormous potential of import to Indian coffees most of which are high quality coffees.
  • Indian exports of specialty coffees have increased from 318 MT in 2008-09 to 383 MT in 2012-13. Further the export of value added coffees also shown significant increase from 929 MT to 4464 MT during the same period. Therefore specialty coffee and value added coffee segment form the thrust area for coffee promotion in US market from India.

Table 2. Country wise imports of Coffee by United States (in 1000 bags, GBE)

Countries

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

Avg.

CAGR (%)

Brazil

5,676.9

4,781.2

4,846.0

5,104.4

5,331.2

5,363.3

5,989.8

6,667.9

7,341.1

5,930.7

5,703.25

3.37

Colombia

3,936.3

3,778.8

4,176.8

3,983.8

4,122.5

4,325.7

3,541.8

3,175.8

3,685.5

3,134.7

3,786.17

-2.34

Vietnam

1,838.5

2,818.1

3,106.4

2,824.6

3,268.6

2,443.5

2,923.4

3,877.4

3,437.0

4,422.5

3,096.00

6.38

Mexico

1,768.4

1,818.3

1,760.1

1,906.8

1,851.3

1,790.5

2,039.2

1,800.4

1,986.6

2,364.1

1,908.57

2.15

Guatemala

2,021.3

1,623.9

1,753.0

1,655.1

1,815.3

1,901.5

1,739.8

1,311.7

1,580.2

1,787.9

1,718.97

-1.53

Indonesia

993.2

1,636.4

1,599.4

1,676.7

1,124.8

1,352.1

1,320.0

1,353.2

994.2

1,332.6

1,338.26

-1.33

Peru

806.8

784.6

586.1

849.9

918.8

962.8

854.3

883.7

1,050.9

862.8

856.07

2.93

Germany

619.3

827.0

895.6

962.5

825.1

833.4

772.3

629.8

653.0

615.3

763.33

-2.47

Honduras

363.4

476.6

433.2

427.8

698.6

771.2

444.7

365.6

665.7

1,039.6

568.64

7.00

Ethiopia

101.7

121.8

178.0

248.6

233.9

348.8

202.1

305.6

284.9

207

223.24

9.40

Papua/ NGuinea

199.2

155.5

180.1

183.6

182.6

177.2

205.7

182.6

216.7

282.8

196.6

3.61

India

52.6

111.0

46.9

68.8

60.9

51.1

53.1

116.4

148.8

154.4

86.4

9.74

Other countries

4,368

4,266.2

3,629.7

3,912.3

1,448.1

4,087.4

3,638.2

3,905.6

4,231.5

4,123.9

3,761.09

0.37

Total

22,745.6

23,199.4

23,191.3

23,804.9

21,881.7

24,408.5

23,724.4

24,575.7

26,276.1

26,258.3

24,006.6

1.56


Other Key Market Trends

  • As for the United States of America, the five main suppliers of coffee were Brazil (23.76% of the total imports), Colombia (15.77%), Vietnam (12.90%), Mexico (7.95%) and Guatemala (7.16%). The five leading suppliers are all exporting countries and accounted for 67.54% of total coffee imports of the country.
  • Among the top five suppliers, Vietnam coffee exports to USA are growing at a rate of 6.38% per annum from 2003 to 2012. Brazil and Mexico coffee exports to USA are growing at the rate of 3.37% and 2.15% respectively p.a during the same period. While Colombia and Guatemala coffee exports to USA have shown negative growth rate of -2.34% and -1.53% p.a respectively during 2003 to 2012 (Table 2).
  • India has a small share in the US coffee imports (less than 1%). However the exports have been increasing over the years.
  • India’s coffee exports to USA have registered a compound growth rate of 9.74% p.a. from 52.6 thousand bags in 2003 to 154.4 thousand bags in 2012.
  • USA being the largest consumer and importer of coffee in the world, it is also the largest market for high quality and specialty coffees and pays good prices for quality coffees. As such it offers an enormous potential of import to Indian coffees most of which are high quality coffees.
  • Indian exports of specialty coffees have increased from 318 MT in 2008-09 to 383 MT in 2012-13. Further the export of value added coffees also shown significant increase from 929 MT to 4464 MT during the same period. Therefore specialty coffee and value added coffee segment form the thrust area for coffee promotion in US market from India.

Table 2. Country wise imports of Coffee by United States (in 1000 bags, GBE)

Countries

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

Avg.

CAGR (%)

Brazil

5,676.9

4,781.2

4,846.0

5,104.4

5,331.2

5,363.3

5,989.8

6,667.9

7,341.1

5,930.7

5,703.25

3.37

Colombia

3,936.3

3,778.8

4,176.8

3,983.8

4,122.5

4,325.7

3,541.8

3,175.8

3,685.5

3,134.7

3,786.17

-2.34

Vietnam

1,838.5

2,818.1

3,106.4

2,824.6

3,268.6

2,443.5

2,923.4

3,877.4

3,437.0

4,422.5

3,096.00

6.38

Mexico

1,768.4

1,818.3

1,760.1

1,906.8

1,851.3

1,790.5

2,039.2

1,800.4

1,986.6

2,364.1

1,908.57

2.15

Guatemala

2,021.3

1,623.9

1,753.0

1,655.1

1,815.3

1,901.5

1,739.8

1,311.7

1,580.2

1,787.9

1,718.97

-1.53

Indonesia

993.2

1,636.4

1,599.4

1,676.7

1,124.8

1,352.1

1,320.0

1,353.2

994.2

1,332.6

1,338.26

-1.33

Peru

806.8

784.6

586.1

849.9

918.8

962.8

854.3

883.7

1,050.9

862.8

856.07

2.93

Germany

619.3

827.0

895.6

962.5

825.1

833.4

772.3

629.8

653.0

615.3

763.33

-2.47

Honduras

363.4

476.6

433.2

427.8

698.6

771.2

444.7

365.6

665.7

1,039.6

568.64

7.00

Ethiopia

101.7

121.8

178.0

248.6

233.9

348.8

202.1

305.6

284.9

207

223.24

9.40

Papua/ NGuinea

199.2

155.5

180.1

183.6

182.6

177.2

205.7

182.6

216.7

282.8

196.6

3.61

India

52.6

111.0

46.9

68.8

60.9

51.1

53.1

116.4

148.8

154.4

86.4

9.74

Other countries

4,368

4,266.2

3,629.7

3,912.3

1,448.1

4,087.4

3,638.2

3,905.6

4,231.5

4,123.9

3,761.09

0.37

Total

22,745.6

23,199.4

23,191.3

23,804.9

21,881.7

24,408.5

23,724.4

24,575.7

26,276.1

26,258.3

24,006.6

1.56


Market Outlook

In the USA coffee intake at home averaged 16.7 million bags (82.4% of the total) compared with 3.6 million bags (17.6%) for out-of-home consumption.However, out-of-home consumption increased from 16.2% in 1997 to 19.8% in 2008 before declining to 18.4% in 2011. Stores are the main places for purchasing coffee for at-home consumption (81.6% of total consumption).

Non-chain outlets remain the main locations for coffee consumption outside the home, representing 14.4% of the total, but the share of coffee chains grew from 2.6% in 1997 to 3.6% in 2011. Quite a few countries have recently developed a significant market segment for coffee pods. Coffee pods consumption in the USA averaged 128,000 bags respectively from 2004 to 2011.

Competitive Factors

  • USA is the largest coffee-consuming country in the world with a per capita consumption of 4.20 kg in 2012.
  • Average consumption in the United States during the period 2003 to 2012 was 21.35 million bags, but the country’s consumption in 2012 was estimated at 22.75 million bags, accounting for 16% of world consumption.
  • USA being the traditional coffee consuming country, the coffee consumption in the country is growing at the rate of 1.06% p.a against the global consumption growth rate of 2.36% p.a during the period 2003 to 2012 (Table 3). 

Table 3. Coffee consumption in USA

Year

USA coffee consumption (‘000 Bags)

Global coffee consumption (‘000 Bags)

% of USA Consn. to Global consn.

Per capita consumption (kg.)

2003

20,193

113,919

17.73

4.1

2004

20,973

120,005

17.48

4.2

2005

20,998

120,796

17.38

4.2

2006

20,667

124,740

16.57

4.1

2007

21,033

129,337

16.26

4.1

2008

21,652

132,956

16.29

4.2

2009

21,436

132,464

16.18

4.1

2010

21,783

137,154

15.88

4.2

2011

22,043

139,000

15.86

4.2

2012

22,750

142,000

16.02

4.2


References

ICC–109-8: 2012, Trends in coffee consumption in selected importing countries., International Coffee Organization, London.

F.O. Litchts, International Coffee Report., Various issues.


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