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Single-serve coffee market - statistics & facts

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 27 percent of American coffee drinkers using them in 2020. 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.

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 Starbucks and Dunkin’ Donuts have started producing their own single-cup coffee capsules to compete with Keurig and private label products. Among the leading single-cup coffee brands, Starbucks registered approximately 26.3 percent household penetration rate in 2018, 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.

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.

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Single-serve coffee market in the U.S.

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