October 14, 2010

Single Serve Coffee and Espresso - Holiday Sales and Ad Push


It's no surprise that companies are making a push for the holidays, but the WSJ reports this morning that the single serve coffee and espresso marketers are starting to push hard this year after what appears to be a milestone 2010 for them. Again, the WSJ is reporting that single serve coffee sales are up 101% over year ago, which is partly why the makers are looking to make the 2010 holiday season a big one. (Data from Symphony IRI which most likely does not include Nespresso direct sales and definitely does not include WalMart.) That compares to a 3% gain on the overall coffee category; whoa, big difference!

Single Serve Coffee/Espresso Machines - Big Holiday Sales

The other reason is history, again the WSJ reports that the sales of single serve coffee and espresso machines are heavily weighted towards the holiday season citing that 60% of the sales occur in that time period. Because only 7% of US households claim to have a single serve brewer, across the board from maker to maker, the WSJ cites that ad campaigns are kicking off with increased spending this year on robust sales and anticipated rewards this coming year.

The article didn't touch on the launch of the Dolce Gusto line of single serve makers by Nestle, which will surely be a focus at retail stores this season for Nestle, as they try to play both the coffee and espresso markets with the Dolce line and the Nespresso line.

That may not mean great prices and huge discounts for us as consumers, but it does mean that we'll be in good company come the new year, with increased attention and sway in the marketplace.

More on Single Serve Coffee and Espresso at WSJ

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Posted by Scott Martin at October 14, 2010 9:33 AM
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