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Brief on the Specialty Coffee Market in the USA
The origin of the term 'specialty coffee’ was first coined by Erna Knutsen, of Knutsen Coffee Ltd., in a speech to the delegates of an international coffee conference in Montreuil, France, in 1978. Knutsen used this term to describe beans of the best flavor which are produced in special microclimates. Specialty coffee is the term commonly used to refer to "gourmet" or "premium" coffee. According to the Specialty Coffee Association of America (SCAA), coffee which scores 80 points or above on a 100-point scale is graded "specialty". Specialty coffees are grown in special and ideal climates, and are distinctive because of their full cup taste and little to none defects. The unique flavours and tastes are a result of the special characteristics and composition of the soils in which they are produced.
Facts about American Speciality Coffee Market:
  • Specialty coffee sales have been increasing at an average of 20% per year and account for nearly 8% of the 18 billion dollar U.S. coffee market.
  • Coffee statistics show that among coffee drinkers the average consumption in the United States is 3.1 cups of coffee per day.
  • Over 50% of Americans over 18 years of age drink coffee every day. This represents over 150 million daily drinkers.
  • 30 million American adults drink specialty coffee beverages daily; which include a mocha, latte, espresso, café mocha, cappuccino, frozen/iced coffee beverages, etc.
  • Independent coffee shops equal $12 billion in annual sales. At the present time there are approximately 24,000 Coffee Shops across the United States. Statistics show there will be approximately 50,000+ Coffee Shops by the end of 2012.
  • The average Espresso Drive-thru Business sells approximately 200-300 Cups of Espresso and Coffee Based Drinks per day.
  • The average price for an espresso based drink is $2.45
  • The average price for brewed coffee is $1.38.
  • Men drink as much coffee as women; each consuming an average of 1.6 cups per day. Women seem to be more concerned about the price than men. Among coffee drinkers, the average consumption in the United States is 3.2 cups of coffee per day. The average coffee cup size is 9 ounces.
  • 65% of all coffee is consumed during breakfast hours, 30% between meals, and the remaining 5% with other meals.   
  • 35% of coffee drinkers prefer black coffee while 65% prefer to add sugar and/or cream.
  • The United States imports in excess of $4 Billion worth of coffee per year. Americans consume 400 million cups of coffee per day making the United States the leading consumer of coffee in the world. On an average, 250 Cups of espresso and coffee drinks are sold per day at almost any espresso drive-thru business with a great visible location. (500 cups per day is extraordinary.) Independent coffee shops manage to sell 31% of espresso-based drinks, while the rest is brewed coffee.

The above statistics are an extract from the American National Coffee Association and the Specialty Coffee Association of America who conduct annual surveys regarding coffee consumption each year.
   
The specialty segment is the most rapidly growing portion of the coffee industry. In the U.S., specialty coffee has increased its market share from 1% to 20% in the last 25 years. To promote and self-regulate the industry, growers, exporters, roasters, retailers and equipment suppliers all over the world have established trade associations. These associations exist in both coffee-consuming and producing countries.

The Export Promotion Council with other relevant stakeholders facilitates coffee producers and dealers to participate in the annual Specialty Coffee Association of America Exposition. This year’s exposition will be held from 18th to 22nd April 2012 at Portland, United States of America. Feel free to contact us for more information.
 
 
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