The classic American coffee break has gotten a makeover. Recent figures show that single-serving coffee brewing machines such as Keurig were the second most popular brewing system after standard drip coffee makers, with
using them in 2023.
The growing popularity of single-serving coffee brewing is a curious phenomenon considering the cost of such a habit. Price comparison shows a unit of K-cups, the small capsules containing a single serving of coffee grounds in small filter, command nearly 20 U.S. dollars more than a unit of traditional roast-and-ground coffee. In fact, nearly half of the owners of single-cup brewing systems have an
annual income of 50,000 U.S. dollars or more.
Coffee machines and capsules
According to the National Coffee Association,
40 percent of coffee drinkers owned a single-cup coffee brewing machine in 2020. Several prominent coffee shop chains such as
Dunkin’ Donuts have started producing their own single-cup coffee capsules to compete with Keurig and private label products. Previously, among the leading single-cup coffee brands, Starbucks registered approximately 26.3 percent
household penetration rate, ranking second only to coffee brand Folgers.
In a survey conducted in September 2020,
one fifth of Americans chose single-serve coffee machines as the small kitchen appliance they were most likely to purchase in the next 12 months.
The increase in working from home is impacting coffee consumption
With the outbreak of the COVID-19 pandemic in 2020, many companies have embraced work from home arrangements. With workers around the globe drinking their morning coffee at home instead of the office, this presents a lucrative opportunity for the single-serve coffee market, especially since few consumers turn to
instant coffee for gratification. To this day, increased work from home has contributed to this.
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