t level since November 1994 when they averaged 153.33 US cents/lb.
The Rising Future of RTD Coffee What Happens When a Can of Coffee Looks Like a Can of Soda?
The lines between coffee and the rest of the refreshment beverage category are blurring, which could mean a growth boom for coffee in the years to come. In a new Rabobank report, “Coffee Joins the Beverage Party,” we describe how coffee consumption is becoming an all-day affair. Instead of primarily drinking it at breakfast in the home, more and more consumers – especially younger ones – are enjoying it all day and away from home as it becomes more premium and more convenient. Younger consumers are forming a new relationship with coffee – one that invites increased innovation and branding, while opening up new consumption occasions. The potential negative trade off is that coffee could lose its traditional “health halo” as it gets closer to the world of sugary refreshment beverages. So far, there are no signs of slowing down – we estimate that the U.S. ready to drink (RTD) coffee segment should double over the next five years, making it worth $6 billion. More: http://coffeetalk.com/ctmagazine/10-2017/53357/
