CAC 2022

The Road Ahead – The Canadian Association of Coffee 2022 Annual Conference

The Canadian Association of Coffee held its 2022 annual conference in Toronto on November 14.  The conference brings together large and small companies, as well as individuals from across Canada to discuss the current state of the industry.  According to their website, CAC members “include coffee roasters, retailers, importers and suppliers, as well as related associations and even just individuals who love coffee”. Canterbury Coffee is a member of the CAC. 

The conference featured 25 speakers and panelists. They came from a range of backgrounds and industries, including finance, retail, research, distribution, coffee growing and roasting. 

This year’s session on data and statistics featured representatives from Dig Insight, Nielsen IQ, NPD and IMI International.

Research and Data Highlights

  • Coffee penetration remains strong, with 74% of Canadians over 18 years old drinking coffee.
  • 60% of coffee customers participate in a loyalty program.
  • Coffee drinkers are choosing more traditional, brewed coffee and less espresso-based drinks like latte, or mocha: 52% vs 24%. This might be impacted by inflation, driven by a decision to purchase cheaper options of their daily cup of coffee.
  • Traditional coffee is the #1 item consumed in foodservice, with 700 million servings a year. Not quite the 800 million+ before the pandemic.
  • Key factors driving why we decide where to stop for a coffee-based beverage:
    • 33% convenient location
    • 33% always/regularly go there
    • 19% had a craving
    • 14% wanted a treat
  • Of those people going to the workplace, 25% will bring their coffee from home and 63% will pack their lunch.
  • Single serve is the #1 method of coffee preparation in the workplace at 45%, with respondents saying they prefer a lower contact option.
  • There were 3.8 million new coffee machines sold in 2022 to households. 

Sustainability

Speaking on a panel about sustainability, Victor Cordero with the Ecolsierra Coop in Colombia, delivered a forceful message about the coffee growers he works with, many of them working on family farms.  Speaking in Spanish, he talked about how difficult it is for small farmers when prices are falling.  Many of the farmers are living just above the poverty line, and price fluctuations have a profound effect on their ability to support their families.   

The conference also included a financial forum, a panel discussion on green coffee, marketing and technology.

You can find out more about the Canadian Association of Coffee on their website at www.coffeeassoc.com