Home hunt for flavours

The taste for barista coffee at home has seen a rise in single-serve pod sales and Jacobs Douwe Egberts says 30% of UK consumers now own a pod machine.

Consumers want coffee shop flavours at home according to Nigel Padfield, category and shopper controller at Jacobs Douwe Egberts, and he says breakfast continues to be a key consumption occasion for coffee.
He said: “Retailers should take note of industry-wide trends being replicated within the sector. While total coffee sales, worth around £1bn  across all channels, have seen a slight volume decline, individual sectors are experiencing double-digit sales and volume increases on the back of consumer demand for quality, great tasting coffee in new formats.”
For c-stores, Padfield identified the growth of microground varieties as key to increased sales saying: “While instant coffee has seen a value and volume decline of 2.3% and 2.0%  respectively, the microground sub-sector is showing significant growth of 18.1% and 14.8%  in value and volume.”
And he identified single-serve coffee pods as a significant consumer trend.
He said: “In the last year, 14.7% of UK households bought into the format and penetration is continuing to rise.
“In fact, 30% of consumers in the UK now own a coffee pod machine, rising to 38% of 25 to 34-year-olds.”