The study of coffee drinking preferences shows more than half of coffee drinking occasions take place outside of the home, and taste is the No. 1 deciding factor, followed by value and convenience.
"We Americans still like a cup of coffee to keep us on the go even in uncertain economic times," said Stanley Gene Hart, president of Toledo-based RitterAssociates. "[image-nocss] We want a good-tasting cup of coffee wherever we buy it."
The survey findings include what types of stores consumers visit to buy their coffee and the price points they typically pay, as well as demographics based on age and gender.
For the study, more than 18,000 men and women were invited to participate representing nearly all corners of the United States. Respondents were categorized by the number of times they typically drink coffee in a week: frequent users 5-7 times, moderate users 3-4 times, and light users 1-2 times.
Meanwhile, in a recent Kraft/CSP Daily News Poll, 56% of the 225 respondents said they expect McDonald's to have the highest U.S. market share of the coffee market in five years. Another 23% chose Dunkin' Donuts, while only 15% voted Starbucks. About 6% chose "other."
Since 1974, RitterAssociates, Toledo, Ohio, has provided quantitative and actionable customer measurement data that enable its clients to maximize their return on investment and gain a competitive advantage in the marketplace.
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