More than four out of every 10 dollars spent on ground coffee in the US is now spent on single-serve pods such as K-Cups, according to the latest Nielsen data.
In a note analyzing Nielsen data on the coffee market in the four weeks to April 12, Wells Fargo senior analyst Bonnie Herzog and associate analysts Jessica Gerberi and Adam Scott, said: “In the most recent period, total pods represented 41.2% versus 32.5% a year ago of the total ground coffee category on a dollar basis according to Nielsen.”
While overall growth in the pod category is decelerating, category dollar sales were still up a jaw-dropping 29.5% in the latest four-week period (vs the same period last year), while unit growth was up 38.2%.
Looking at market share, the clear leader in the pods market is Green Mountain Coffee Roasters (GMCR) with 34.8%, followed by Starbucks with 14%, J.M. Smucker with 11.5% and private label pods with 10.2%.