The Single Serve Format 2012


Evolving Perceptions
Continued Growth


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In the 2012 edition of this report, NCA takes another look at consumer behaviors and attitudes toward single-cup brewing systems and options. The analysis reveals significant changes in consumer adoption since data was first collected in 2006, which could indicate opportunities for growth.

Like other reports in the respected NCA Market Research Series, "The Single Serve Format 2012: Evolving Perceptions, Continued Growth” is a deep analysis of consumer behavioral and attitudinal data, cross-tabulated with demographic information, as it specifically relates to the single-serve market.

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This report draws its findings from the NCA's 2012 survey using questions crafted to explore whether consumer response supports expanded offerings by an eager industry.
Among the remarkable findings revealed in this report are: 

  • In 2012, a total 10% of U.S. households own a single-serve brewing system, up from 3% in 2007.
  • 36% of those with a single-serve system acquired it in the past six months, up from 29% in 2007.
  • 49% of purchasers of single-serve systems replaced their old brewer, while 34% continue to use both their new single-serve system and their old brewer.  

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