Single cup coffee makers are taking over

Tom Dougherty, CEO – Stealing Share

17 July 2013

And Keurig owns the category

In the small kitchen appliance category, there has only been one winner of late: Single cup coffee makers.

You all know what I’m talking about as a third of adult Americans have one either at home or work, according to a report from Packaged Facts.

Sales are skyrocketing. They increased a whopping 82% last year and the single cup coffee makers have developed into a multi-billion dollar industry.

“But for the small kitchen appliance category as a whole, the single-cup coffee maker is really on the only winner out there. The rest of those appliances, such as mixers, toaster ovens and microwaves, have hit a wall.”

 

single cup coffee makerThe boom is the result of an innovation that plays on convenience and quality as the pods themselves have produced more sophisticated coffee that tastes like what you’d get at your nearest Starbucks. (In fact, Starbucks has its own line of coffee single-cup pods.)

But for the small kitchen appliance category as a whole, the single-cup coffee maker is really on the only winner out there. The rest of those appliances, such as mixers, toaster ovens and microwaves, have hit a wall.

Innovation is needed, but innovation doesn’t come from tweaking or figuring out what the engineers can do. It comes from having a brand that means something more to the target audience than just product features. If, just to use an example, your brand is about simplicity, then your innovation should always be pointed to achieving that goal. Pretty soon, you’ve come up with the equivalent of a single cup coffee maker.

It’s that simple. Innovation for the rest of the small kitchen appliance category can keep up with the cup of Joe’s.

See more posts in the following related categories: Keurig single cup coffee makers small kitchen appliances Starbucks

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Brand purpose is not what many think it is

  Brand Purpose   Tom Dougherty, CEO - Stealing Share 10 December 2018 Brand purpose is not what many think it is So, the marketing term of the year is Brand Purpose, as chosen by the Association of National Advertisers. And what do they use to demonstrate such a term...

Retail market changes are akin to climate change

  Retail market changes   Tom Dougherty, CEO - Stealing Share 6 December 2018 Retail market changes are akin to climate change Are you paying attention to the many retail market changes? I am. Some fundamental changes are afoot. I believe the days of large generalized...

Burger King marketing butt of its own joke

  Burger King marketing   Tom Dougherty, CEO - Stealing Share 5 December 2018 Burger King marketing butt of its own joke Burger King marketing has really gone off the rails. It’s giving away Whoppers for a penny if you order them within 600 feet of a McDonald’s, using...

Share This