COFFEE TEA® STRATEGIC MARKETING & DESIGN STUDIO Category Report COFFEE TEA® STRATEGIC MARKETING & DESIGN STUDIO © 2015 S&D Coffee & Tea i Iced Coffee Category Report ii S&D Coffee & Tea COFFEE TEA® STRATEGIC MARKETING & DESIGN STUDIO 1 Year TREND 2% LSRLIMITED SERVICE RESTAURANT 0% FSRFULL SERVICE RESTAURANT SERVINGS SERVINGS Source: The NPD Group/CREST® 2015 Who Age: Gender: 41% 26% 57% 19% 43% 8% 4% 1% 0-24 25-34 35-44 45-54 55-64 65+ Source: Datassential BUZZ, 1Q 2015 Source: NCA National Coffee Drinking Trends 2015 Ethnicity: Household Income: White 61% Under $50K 40% Asian 14% $50K to $100K 41% Hispanic 12% Over $100K 19% Afr. Amer. 11% Other 2% Source: Datassential BUZZ, 1Q 2015 Source: Datassential BUZZ, 1Q 2015 © 2015 S&D Coffee & Tea 1 Iced Coffee Category Report What Q: What denotes an iced coffee as high quality? Taste / Flavor 33% Right Strength 11% Not Watery / Not Too Much Ice 11% Right Amount of Sweetness 9% Right Temperature 7% Quality Ingredients 5% Source: Datassential S&D (YCD), May 2014 Q: What are the characteristics of a “hand-crafted” iced coffee? SH GRO RE U F N EPARED D ID R B V U B DI A P Y N L E I L B Y A A B 29% N R R S I E S T W 31% A 40% E D Source: Datassential S&D (YCD), May 2014 2 S&D Coffee & Tea COFFEE TEA® STRATEGIC MARKETING & DESIGN STUDIO Q: What are the top iced coffee flavors? MO VAN CAR C IL A H L M A A E L CH HA OC ZE O L N L A U T T E Source: Datassential S&D (Iced and Frozen Coffee Overview) Why Reasons for Drinking Iced Coffee (Top 5): 1. For Taste 2. An Energy Boost 3. A Treat 4. Start Your Day 5. Stay Focused/Creative Source: NCA National Coffee Drinking Trends 2015 © 2015 S&D Coffee & Tea 3 Iced Coffee Category Report when Daypart Consumption: Early Morning 16% With / At Breakfast 22% Mid-Morning 36% With / At Lunch 33% Mid-Afternoon 38% With / At Dinner 10% Late Night 7% Source: Datassential S&D (YCD), May 2014 Where Region: N. East: 23% West: 26% Midwest: 18% South: 33% Source: Datassential BUZZ, 1Q 2015 4 S&D Coffee & Tea COFFEE TEA® STRATEGIC MARKETING & DESIGN STUDIO ITED S IM ER L V I C Coffee Shop 33% E R Donut Shop 21% E S QSR 14% T 86% A U C-Store 5% R A N T S Bakery-Café 4% Dessert Shop 3% Food Truck / Stand / Kiosk 3% Supermarket Deli 2% L SERV UL IC Fast Casual 2% F E R E S Midscale Restaurant 2% T A U Casual Dining Restaurant 2% 5% R A Buffet Restaurant 1% N T S Upper Casual Restaurant 1% Fine Dining Restaurant 0% Source: Datassential BUZZ, 1Q 2015 Venue Selection: 40% 39% 33% 24% 22% 21% 14% 12% Customizable Environment/ Loyalty Gift Card / Convenience Best Quality Best Price Best Variety Beverage Ambiance Program Pre-Paid Card Source: Datassential BUZZ, 1Q 2015 © 2015 S&D Coffee & Tea 5 Iced Coffee Category Report How Condiment Usage: 35% 36% 34% CLU IN DE 20% C O N D I M E N 60% T S Creamer Milk Sweetener Flavored Syrup Source: Datassential BUZZ, 1Q 2015 Further Customization: HIPPE DR CES/S W D IZ PI EA C Z S S L O R E E N A I N M 38% 26% 14% G S ANDY ARSHM NUT TO C T M P O A P P L I L N P O G I N W S G 13% 9% S 5% Source: Datassential S&D (YCD) 6 S&D Coffee & Tea COFFEE TEA® STRATEGIC MARKETING & DESIGN STUDIO Serving Style Appeal: 57% 21% 13% 9% Cream & Sweet Cream Only Black Sweet Source: Datassential BUZZ, 1Q 2015 Q: What sizes of iced coffee do consumers typically purchase? Small 12% Medium 45% Large 33% Extra Large 5% Can / Bottle 5% Source: NPD Group Coffee and Tea Overview YE Feb ‘15 © 2015 S&D Coffee & Tea 7 Iced Coffee Category Report Food Accompaniment: WITH A WITH A M S E N A B A L Y I TS C E K 16% L F 20% 61% Source: Datassential S&D (YCD) Q: Who are we with when we drink iced coffee? Alone 53% With spouse or significant other 17% With family 14% With friends 14% Source: Datassential S&D (YCD) 8 S&D Coffee & Tea About S&D Coffee & Tea S&D Coffee & Tea is the nation’s largest custom coffee roaster and supplier of iced tea to the foodservice industry. S&D is also a leading producer of liquid extracts. In continuous operation since 1927, the company serves over 100,000 customers through national distribution and direct store delivery. For more information, contact your S&D Coffee & Tea sales representative. 800.933.2210 • www.sdcoffeetea.com ©2015 S&D Coffee, Inc..