Business author Nancy Wagner breaks down the $30 billion coffee market into four segments: drip coffee drinkers, coffee shop lovers, speciality coffee drinkers and whole bean buyers.
In the United States, 77 percent of adults drink coffee on a daily basis. This broad market includes several distinct types of consumers. Coffee shop lovers appreciates the cafe atmosphere as much as the flavor of the coffee. These coffee drinkers are often well educated and affluent, with 65 percent likely having an annual household income of more than $100,000. Specialty coffee drinkers are those who purchase espressos, cappuccinos, lattes and mochas. This target market appreciates the craft of coffee making and is willing to pay a premium price for quality. The whole bean market purchases coffee bean by the pound to grind and brew either at home or in the office.