The US continues to lead global coffee shop innovation across quality and product development, with Allegra World Coffee Portal recording healthy annual outlet growth of 3.8% in a fiercely competitive market.
An influx of international investment is pushing once niche artisan principles into the mainstream across the US coffee sector, with premiumization a key marketing strategy to sustain growth. Allegra valued the US market at $45.4 billion.
Allegra anticipates a burgeoning 5th Wave sector will continue to shape the premium market, propelled by growing consumer sophistication and investment from large multinationals. Despite flattening comparable sales growth among leading branded chains, nearly 60% of US consumers surveyed by Allegra visited a branded coffee shop chain at least once a month 2018. This indicates there is still plenty of opportunity for operators who can enhance their value to customers in this competitive market.