17 SAMPLE COMPANY Ademify LLC I Business Plan American coffee preferences The most popular type of coffee is traditional coffee. This type of coffee is preferred by 43% of consumers. At the same time, traditional coffee is divided into two categories - Traditional coffee not gourmet (Traditional coffee drunk hot or iced that is not brewed from premium whole bean or ground varieties) and Traditional coffee gourmet (Traditional coffee drunk hot or iced that is brewed from premium whole bean or ground varieties). Traditional coffee not gourmet is preferred by 32% of consumers, while Traditional coffee gourmet is much less popular - only 13% of coffee consumers buy this type of coffee. The third popular type of coffee is Espresso-based beverages which includes cappuccino, espresso, latte, café mocha, macchiato and caffé Americano. The share of consumers who prefer such drinks is 24%. Slightly less popular drinks are Decaffeinated coffee (a cup of coffee that was decaffeinated or a combination of decaffeinated and caffeinated), Instant coffee (instant coffee from a can or jar or instant coffee from pre-measured stick pack) and Non-espresso based beverages (frozen blended coffee, cold brew coffee and nitro coffee). These drinks are preferred by less than 15% of consumers. Figure 12 Coffee consumption in the USA, by type of coffee
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