With all the hoopla over their beverages and the increasing shelf space the coffee-maker is taking up at supermarkets, one might think that Starbucks has become America's favorite coffee brand. But one would be wrong. In fact, according to research done by Bloomberg BusinessWeek, the favorite brand of Juan Valdez's favorite bean in America is the favorite by a rather large amount, relatively speaking. That brand leads its nearest competitor by over five percent of the American coffee-buying market.
That's a lot of cups of coffee...
Bloomberg reported (via Yahoo Finance) Aug. 22 that America's favorite coffee is the "best part of waking up." That's right; Folger's led its competition with 15.6 percent of the market. The brand, which is owned by JM Smucker (that is correct -- the jelly company), shares shelf space with sister brands like Dunkin' Donuts, Millstone, Café Pilon, and Café Bustelo. Overall, the company saw sales increases in the U. S. of 4 percent last quarter. Folgers kept pace with the company, increasing its sales by 4 percent as well in May, June, and July.
The second placing favorite coffee of Americans is Maxwell House. It garnered 10 percent.
Private labels owned the third spot, followed by trendy Green Mountain at 4.3 percent and Starbucks at 3.3 percent.
CEO of JM Smucker, Richard Smucker, attributed some of Folger's increased sales, along with continued customer loyalty to the company that was formed in 1850, to a recently completed online jingle contest. Chief Operating Officer Vincent Byrd told Bloomberg that it was important to "utilize digital platforms to expand the reach of the Folgers brand among millennial consumers.”
It appears to be paying off...
Smucker noted that the other brands of coffee under the company umbrella were seeing gains as well, with Dunkin' Donuts packaged coffee posting a 6 percent increase over the previous quarter.
JM Smucker saw fiscal sales of coffee reach #2.3 billion in 2013, roughly the same as in 2012. Both years were up from fiscal year 2011, which posted only $1.9 billion.
But you don't have to take volume sales as definitive proof of Folger's' hold on the top spot in America's coffee-loving heart. The brand also topped the 2013 Harris Poll Equitrend Brand of the Year study in the coffee category. Green Mountain placed second and Maxwell House fifth. But JM Smucker also placed Dunkin' Donuts coffee in the top five at No. 4. Seattle's Best held down the third spot.
So, was your favorite coffee brand in the mix? Have you tried all the best-selling coffees and/or the highest rated brands? You might find your favorite a bit lacking (or the converse). Regardless, there will have to be an enormous shift in buying patterns for Folger's to lose that top spot anytime soon.
(photo credit: Folger's, promotional use)