A recent survey conducted by the American National Coffee Association on the national coffee consumption trend investigated the attitudes and behaviours consumers have regarding single-serve coffee. The survey revealed a complete turn around from 2005 to today in the consumer’s acceptance and adoption of this type of product.
In essence, the perception that the consumers have for single serving systems is improving. Consumers that evaluate these systems as “excellent” or “very good” have risen from 26% in 2007 to 45%.
In addition, the survey results show that awareness of the existence of such single serving systems has grown from 55% in 2007 to 73% in 2011. The owners of single serving coffee machines now make up 7% of consumers, compared with 1% in 2005. The number of people who have bought a single serving machine in the past six months has grown by 35% this year compared to 29% in 2007.