US customers are shifting their coffee buying habits to brewing at home, according to a recent report by Euromonitor. The report “Coffee in the US” indicated that off-trade volume sales of coffee increased by 6 per cent, compared to a 2 per cent compound annual growth rate in 2001. In a statement outlining the release of the report, Euromonitor noted that this represented a third consecutive year of growth following two years of decline. The statement noted that the growth in off-trade (i.e.supermarket) sales “reflects the consumer shift to purchasing coffee to brew at home in order to save money”. The report noted that the increasing acceptance of single-cup brewing systems in 2011 allowed off-trade sales of coffee to continue to grow during the economic recovery. The full report, available from Euromonitor International, offers a full guide to the size and shape of the US market.
