Coffee is rated among the most popular beverages worldwide and is consumed around the globe. The coffee market is segmented into growers, roasters and retailers. Due to the special growing conditions, coffee growing areas are mainly found in tropical and subtropical regions, where the climate is mild and the average temperature lies around 20 to 25 degrees Celsius. The main produced types of coffee with a high economic impact include Arabica and Robusta coffee. Arabica coffee, which is also known as highland coffee, is responsible for about 60 percent of the global coffee harvest. Robusta coffee makes up about 35 percent.
After the harvest of green coffee, the coffee beans are sold to roasters. The coffee roasting process will turn the green coffee beans into roasted coffee products and unfold the full coffee flavor. As green coffee is more stable than its roasted counterparts, most of coffee roasting takes place close to where it will be consumed.
In the retail environment, U.S. consumers have the option to pick between roast and ground coffee, single-serve K-Cups, premium, or instant coffee. Roast and ground coffee still takes the largest share of the coffee retail market, closely followed by K-Cups and premium varieties.