Office Coffee Service: If You Brew It, They Will Stay
Office coffee market expected to steadily grow through 2021 as employers provide employees with higher-quality coffee options
ROCKVILLE, Md., May 3, 2018 /PRNewswire/ -- American businesses seeking to improve productivity should consider investing more in employer provided, higher-quality coffee options, according to Office Coffee Service in the U.S.: Market Trends and Opportunities, 3rd Edition, a new report by market research firm Packaged Facts. While the average employee does not expect an employer to provide coffee that significantly outshines their usual coffee beverage purchased or made outside the office, they do expect their employer to deliver coffee and coffee drinks that can reasonably compete with it.
"Office coffee is a thriving industry that's expected to continue to see sales growth through 2021," says David Sprinkle, research director for Packaged Facts. "Among the market's key growth factors is the increasing realization that companies need to provide higher-quality coffee and related benefits as part of broader employee retention and loyalty strategies that ultimately help enhance employee productivity. Not only will great coffee keep employees onsite at work, but it could also provide extra incentive to get to the office in the first place."
For office coffee service providers, it comes down to business economics based on employer cost-benefit analysis that weighs employee time spent away to get coffee against lost productivity. The key is to show employers that investing in office coffee services will help their bottom lines. As Packaged Facts discusses in the report, when coffee successfully is integrated as a productivity tool it often translates to growing a company's bottom line.
Packaged Facts research reveals that 68% of at-work coffee drinkers usually drink coffee made or dispensed onsite at their workplace. This underscores the fundamental utility to having at-work coffee options—employees do use them. Meanwhile, 51% usually drink coffee from outside of work (not home) and 46% bring it from home. Ultimately, the issue again is whether at-work coffee options can be improved and/or offered as a perk, making them more appealing to employees.
While employed coffee drinkers are more likely to be satisfied than dissatisfied with their workplace coffee options, they are not generally enthusiastic about them. Packaged Facts survey data found that given the importance they place on various coffee-related attributes, employed coffee drinkers' satisfaction with those attributes falls short when applied to their workplace. For example:
- Coffee drinkers responded they are heavily inclined to give both coffee quality and coffee flavor high importance. However, when asked if they are satisfied with these attributes at their workplace, the response was lukewarm.
- Positive responses were likewise underwhelming in regards to employee satisfaction about the type of coffee roast (dark, light, etc.) and coffee selection/variety that employers made available to them.
Office coffee service providers can use this information to their advantage. Providing high-quality coffee that delivers on flavor via just two varieties that communicate clear distinctions that matter to the target audience could make most employees happy while keeping product assortment manageable. For example, offering a light roast and a dark roast leverages a longstanding and still important distinction that cuts across the spectrum of coffee drinkers. Integrating brand choice into this straightforward approach maintains control over product assortment while leveraging a brand's qualities to better meet a target audience's needs and expectations.
About the Report
Packaged Facts' Office Coffee Service in the U.S.: Market Trends and Opportunities, 3rd Edition analyzes industry and consumer trends shaping the U.S. office coffee service market. Scope of analysis is centered on office coffee service provision and employee office coffee usage and attitudes
View additional information about Office Coffee Service in the U.S.: Market Trends and Opportunities, 3rd Edition, including purchase options, the abstract, table of contents, and related reports at Packaged Facts' website: https://www.packagedfacts.com/food-beverage-market-c84/.
About Packaged Facts
Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods, and pet products and services. Packaged Facts also offers a full range of custom research services.
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