According to the National Coffee Association, 41 percent of coffee drinkers owned a single-cup coffee brewing machine in 2018. Several prominent coffee shop chains such as Starbucks and Dunkin’ Donuts have started producing their own single-cup coffee capsules to compete with Keurig and private label products. Single cup coffee products were rated among the fastest-growing private-label food and beverage categories – in terms of both dollar and unit sales. Single-cup coffee generated retail sales of about 3.71 billion U.S. dollars in 2016, and increased to 3.88 billion U.S. dollars for the 52 weeks ending January 22, 2017. Of these sales, the company Keurig Green Mountain, which was recently taken over by the JAB Holding Company, held the largest piece of cake. The company dwarfed all other competitors in the United States in 2017, making more than double in sales than its closest competitor Starbucks Coffee Co..