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1 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: SAMPLE SLIDES get the full report: or brian@datassential.com THE KEYNOTE REPORT NON-ALCOHOLIC BEVERAGES MENUTRENDS KEYNOTE May 2015 Brian Darr brian@datassential.com

2 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: For the first time Datassential s MenuTrends Keynote Series is leveraging the power of MenuTrends, our trendtracking database, and combining it with extensive consumer and operator survey data, from motivations to behaviors to opportunities, in order to bring together trends, data, and insights in a comprehensive report that dives deep into key industry topics and categories. For more details, please contact Brian Darr at: or brian@datassential.com The new MenuTrends Keynote on Appetizers details what consumers are already ordering, what they are interested in trying, and how that compares to the appetizers that operators are menuing. We asked consumers for their thoughts on a wide range of appetizer options, flavors, trends, and ingredients, uncovering preferences and motivations with direct implications for both foodservice and retail segments. We combined this with operator data on menuing, purchases, and brand preferences, and leveraged the power of MenuTrends, our trend-tracking menu database, for this one-of-a-kind MenuTrends Keynote series that comprehensively explores topics and categories central to the industry. The MenuTrends Keynote Appetizer report will be an invaluable resource to help you understand the away-from-home and at-home, appetizer landscape detailing consumers behavior, motivations, and preferences. Every week, two out of three Americans eat pizza. In fact, the average consumer orders pizza away-fromhome five times a month. Datassential's MenuTrends Keynote on Pizza is a comprehensive overview of this consumer favorite, from the types of pizza consumers are eating to where they are eating it - and the barriers that prevent them from choosing pizza. We cover how operators are currently menuing pizza, break down daypart consumption, and look at the pizza products that matter most to operators. In this report we also bring you menu data and growth, plus consumer interest, on trending pizza ingredients and concepts, including premium meats and cheeses, unique vegetables and greens, glutenfree crusts, ethnic influences, innovative sauces, flatbreads, and so much more. Upcoming Topics 2015 * Burgers * Kids Menus * BBQ & Southern * Salads * The New Healthy * Side Dishes * Alcoholic Beverages

3 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: CONTENTS click to jump to a section OBJECTIVES & METHODOLOGY 12 KEY INSIGHTS 15 LANDSCAPE 24 MEGATRENDS 32 INGREDIENT SPOTLIGHT 48 COFFEE 72 TEA 118 SODA & CSDs 150 JUICE 171 BOTTLED WATER 194 ENHANCED WATER & SPORTS DRINKS ENERGY DRINKS SMOOTHIES & SHAKES 230 MILK 250 BEVERAGE TOPPERS & FLAVORS 259 PRODUCT OPPORTUNITIES 261 APPENDIX SUPPLEMENTAL DATA 263 OPERATORS 340

4 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: SHOW, BUT DON T GIVE OR LEAVE BEHIND This report can be presented live or via webinar, but can not be distributed to outside companies. If your company has purchased this report, you are encouraged to excerpt key exhibits and build them into your own presentations. However, you should not provide significant sections of this report to any outside company without express written consent from Datassential.

5 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: EXHIBIT GUIDE Landscape Beverages Penetration by Segment Beverage Menu Avg. Sizes Average Beverage Prices Beverage Timeline BUZZ Daily Beverage Incidence BUZZ Beverage Incidence by Daypart BUZZ Beverage Appeal by Need State MegaTrends MAC: Beverages MegaTrends Interest Rating, by Age Hot Broth / Bouillon Latin Specialties Mexican Hot Chocolate Green Juices / Smoothies Mocktails Natural Sweeteners Non-Dairy Milks Premium Ingredients Small Batch / Craft Sodas Vitamin / Superfood Supplements Seasonal Soda Flavors NA Fruit Ciders Seasonal Coffee & Tea Flavors Ingredient Spotlight MAC: Beverage Flavors Blood Orange, Time Trend , Ingredient Spotlight (cont d) Greens, Time Trend Lavender, Time Trend Coconut Water, Time Trend Ginger Beer, Time Trend Matcha, Time Trend Mint, Time Trend Pomegranate, Time Trend Nostalgic Dessert Flavors, Time Trend Pineapple, Time Trend Beverages: Seasonal Ingredients & Flavors Cold Beverage Interest Hot Brewed Coffee MAC: Hot Coffee Penetration by Segment Menu Avg. Sizes Avg. Prices Top Varieties/Flavors Top Varieties by Segment Top Varieties by Region Varieties: Fastest Growing Trending Coffee Terms Hot Specialty Coffee Penetration by Segment Menu Avg. Sizes Avg. Prices Top Varieties/Flavors ,

6 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: EXHIBIT GUIDE Hot Specialty Coffee (cont d) Top Varieties by Segment Top Varieties by Region Varieties: Fastest Growing Trending Terms Iced Coffee MAC: Iced Coffee Penetration by Segment Menu Avg. Sizes Avg. Prices Top Ingredients/Terms Top Ingredients/Terms by Segment Top Ingredients/Terms by Region Ingredients/Terms Fastest Growing Specialty Iced Coffee Penetration by Segment Menu Avg. Sizes Avg. Prices Top Ingredients/Terms Top Ingredients/Terms by Segment Top Ingredients/Terms by Region Ingredients/Terms: Fastest Growing Coffee Consumption Coffee: Incidence Hot Coffee: Incidence by Daypart Iced Coffee: Incidence by Daypart Coffee Consumption (cont d) Coffee & Specialty Coffee: Frequency Hot Coffee & Specialty Coffee: AH vs. AFH Iced Coffee & Specialty Coffee: AH vs. AFH Coffee & Specialty Coffee: Attribute Importance Coffee & Specialty Coffee: Overall Perceptions Coffee & Specialty Coffee: Barriers AH vs. AFH Coffee & Specialty Coffee; Drivers AH vs. AFH Coffee Varieties Interest Coffee Brands Interest Hot Tea MAC: Flavors & Ingredients Penetration by Segment Menu Avg. Sizes Avg. Prices Top Varieties/Flavors Top Varieties by Segment Top Varieties by Region Varieties: Fastest Growing Top Flavors: by Segment & Region Noteworthy Trending Ingredients & Terms Iced Tea MAC: Flavors & Ingredients Penetration by Segment Menu Avg. Sizes Avg. Prices Top Brands/Flavors , , , , , ,

7 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: EXHIBIT GUIDE Iced Tea (cont d) Top Brands/Flavors by Segment Top Brands/Flavors by Region Brands/Flavors: Fastest Growing Trending Terms Tea Consumption Incidence Incidence by Daypart Frequency AH vs. AFH Attribute Importance Overall Perceptions Barriers: AH vs. AFH Drivers: AH vs. AFH Tea Varieties Interest Tea Brands Interest Soda & Carbonated Soft Drinks MAC: Brands MAC: Flavors & Ingredients Penetration by Segment Menu Avg. Sizes Avg. Prices Top Menued Brands Top Menued Brands by Segment Top Menued Brands by Region Brands: Fastest Growing , , , , , , Soda & Carbonated Soft Drinks (cont d) Top Menued Flavors: by Segment & Region Noteworthy Trending Ingredients & Terms Soda & Carbonated Soft Drinks Consumption Incidence Incidence by Daypart Frequency AH vs. AFH Attribute Importance Overall Perceptions Barriers: AH vs. AFH Drivers: AH vs. AFH Brands Interest Juice & Lemonade Juice Penetration by Segment Juice Menu Avg. Sizes Juice Avg. Prices Top Menued Juice Varieties Top Menued Juice Varieties by Segment Top Menued Juice Varieties by Region Juice Varieties: Fastest Growing Juice Trending Terms Lemonade Penetration by Segment Avg. Lemonade Prices Top Lemonade Flavors/Terms Trending Lemonade Flavors/Terms , , , , ,

8 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: EXHIBIT GUIDE Juice & Lemonade Consumption Incidence Incidence by Daypart Frequency AH vs. AFH Attribute Importance Overall Perceptions Barriers: AH vs. AFH Drivers: AH vs. AFH Juice Interest Juice & Smoothie Brands Interest Bottled Water Penetration by Segment Avg. Prices Top Menued Brands Top Menued Brands by Segment Top Menued Brands by Region Brands: Fastest Growing Water Consumption Incidence Incidence by Daypart AH vs. AFH Enhanced Water & Sports Drinks Sports Drink Penetration by Segment Avg. Sports Drink Price Top Sports Drink Flavors/Terms Trending Sports Drink Flavors/Terms , , , , , , Enhanced Water & Sports Drink Consumption Incidence Incidence by Daypart Frequency AH vs. AFH Attribute Importance Overall Perceptions Barriers: AH vs. AFH Drivers: AH vs. AFH Energy Drinks Penetration by Segment Avg. Prices Top Flavors/Terms Trending Flavors/Terms Energy Drink Consumption Incidence Incidence by Daypart Frequency AH vs. AFH Attribute Importance Overall Perceptions Barriers: AH vs. AFH Drivers: AH vs. AFH Blended Beverages / Smoothies & Shakes Blended Beverages Penetration by Segment , , , , , , , ,

9 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: EXHIBIT GUIDE Blended Beverages / Smoothies & Shakes Blended Beverage Menu Avg. Sizes Blended Beverage Avg. Prices Top Blended Beverage Flavors/Terms Top Blended Beverage Flavors/Terms by Segment Top Blended Beverage Flavors/Terms by Region Top Blended Beverage Flavors/Terms: Fastest Growing Trending Blended Beverage Flavors/Terms Smoothies & Shakes Consumption Incidence Incidence by Daypart Frequency At Home vs. AFH Attribute Importance Overall Perceptions Barriers: At Home Drivers: At Home Barriers: AFH Drivers: AFH Smoothie & Shake Ingredient Interest Milk Penetration by Segment Avg. Prices Top Flavors/Terms Trending Flavors/Terms , , , , , , , Milk Consumption Incidence Incidence by Daypart At Home vs. AFH Varieties Interest Beverage Toppers & Flavor Boosts Topper & Flavor Boosts Interest Product Opportunities Appendix Consumer Profiles AFH Dining Selection Criteria AFH Dining Opinions Coffee: Attribute Importance by Age Coffee: Perceptions by Age Coffee Barriers by Age At Home AFH Coffee Drivers by Age At Home AFH Tea: Attribute Importance by Age Tea: Perceptions by Age Tea Barriers by Age At Home AFH , ,

10 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: EXHIBIT GUIDE Appendix (cont d) Tea Drivers by Age At Home AFH Juice: Attribute Importance by Age Juice: Perceptions by Age Juice Barriers by Age At Home AFH Juice Drivers by Age At Home AFH Soda: Attribute Importance by Age Soda: Perceptions by Age Soda Barriers by Age At Home AFH Soda Drivers by Age At Home AFH Enhanced Water & Sports Drinks: Attribute Importance by Age Enhanced Water & Sports Drinks: Perceptions by Age Enhanced Water & Sports Drinks Barriers by Age At Home AFH Enhanced Water & Sports Drinks Drivers by Age At Home AFH Appendix (cont d) Energy Drinks: Attribute Importance by Age Energy Drinks: Perceptions by Age Energy Drinks Barriers by Age At Home AFH Energy Drinks Drivers by Age At Home AFH Smoothies & Shakes: Attribute Importance by Age Smoothies & Shakes: Perceptions by Age Smoothies & Shakes Barriers by Age At Home AFH Smoothies & Shakes Drivers by Age At Home AFH Coffee Varieties: LOVE IT by Gender & Age Coffee Varieties: LOVE IT by Income & Ethnicity Coffee Brands: LOVE IT by Gender & Age Coffee Brands: LOVE IT by Income & Ethnicity Hot vs. Iced Tea: LOVE IT by Gender, Age, Income & Ethnicity Tea Varieties: LOVE IT by Gender & Age Tea Varieties: LOVE IT by Income & Ethnicity Tea Brands: LOVE IT by Gender & Age Tea Brands: LOVE IT by Income & Ethnicity Cold Beverages: LOVE IT by Gender & Age Cold Beverages: LOVE IT by Income & Ethnicity

11 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: EXHIBIT GUIDE Appendix (cont d) Soda & CSDs: LOVE IT by Gender & Age Soda & CSDs: LOVE IT by Income & Ethnicity Juice Varieties: LOVE IT by Gender & Age Juice Varieties: LOVE IT by Income & Ethnicity Juice & Smoothie Brands: LOVE IT by Gender & Age Juice & Smoothie Brands: LOVE IT by Income & Ethnicity Milk: LOVE IT by Gender & Age Milk: LOVE IT by Income & Ethnicity Smoothie & Shake Ingredients: LOVE IT by Gender & Age Smoothie & Shake Ingredients: LOVE IT by Income & Ethnicity Toppings & Flavors: LOVE IT by Gender & Age Toppings & Flavors: LOVE IT by Income & Ethnicity MegaTrends Interest: by Age Appendix MenuTrends Beverages: QSR Beverages: Full Service Restaurants Beverages: Independents Beverages: Chains Operators (cont d) Coffee Formats Purchased Coffee Formats: Brand Importance Coffee Brands Offered Tea Beverages Offered Tea Formats Purchased Tea Formats: Brand Importance Tea Brands Offered Other Hot Beverages Offered Challenges to Selling Hot Beverages Cold Beverages Offered Cold Beverages: Brand Importance Soda Formats Purchased Soda Brands Offered Juice & Smoothie Formats Purchased Juice & Smoothie Brands Offered Bottled & Enhanced Water Formats Purchased Bottled & Enhanced Water Brands Offered Sports & Energy Drink Formats Purchased Sports & Energy Drink Brands Offered Challenges to Selling Cold Beverages Operators Operator Profiles Average Beverage Cost % Coffee Beverages Offered

12 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: NON-ALC. BEVS IN TIME The Coca-Cola Company releases Coke Zero PepsiCo acquires IZZE Sparkling juice and Naked Juice McDonald s expands McCafe line with new espresso beverages Trendy coconut water continues to gain market share rapidly Caribou, Peet s, and Starbucks launch lighter roasted coffees McDonald s introduces their Premium Roast Coffee Burger King introduces ICEE Floats and Mocha Iced Coffee Starbucks rolls out its instant coffee line - VIA Ready Brew Starbucks enters the juice market through its acquisition of Evolution Fresh The green juice movement hits the chains as Jamba Juice, Chick-Fil-A, and Starbucks serve kale and spinach Dunkin Donuts releases its new line of smoothies made with real fruit and yogurt New smoothies appear at Caribou Coffee, Cold Stone, Jack in the Box, and Starbucks Caribou Coffee unveils their Signature Iced Teas with flavors like Rooibos Lemonade and Peach Black The craft cocktail movement gives birth to more unique mocktails with fresh juices, savory herbs, drinking vinegars, and artisan soda/tea According to Beverage Digest, soda consumption begins to decline in 2005 and continues to do so up through today PepsiCo launches the new G2 line the lower calorie version of classic Gatorade Coca-Cola s new Freestyle machine lets consumers mix-andmatch drinks and flavor combinations Taco Bell s new breakfast menu features Mtn Dew A.M. Mountain Dew with Tropicana Orange Juice

13 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: Tap water / ice water Brewed coffee Bottled water Juice / juice drink Regular CSD Milk Iced tea Diet CSD Hot tea Punch / lemonade Specialty coffee Iced coffee Sports drink Hot chocolate Smoothie Energy drink Milkshake Frozen coffee 11% 11% 10% 10% 9% 8% 7% 7% 6% 17% 25% 23% 33% 32% 31% 39% 43% 53% Top 10 Daily Beverage Incidence (% drinking in a given day) Brewed coffee is the most consumed beverage after tap water. Over 40% of all adult Americans drink brewed coffee on any given day, resulting in a daily incidence rate that surpasses that of bottled water, juice, and both regular and diet CSD s. Brewed coffee today can be regarded as a staple beverage. Iced and hot tea also both make the list of the top 10 most consumed beverage types. Consumption rates for specialty, iced, and frozen coffee are also quite robust, rivaling or surpassing that of sports drinks, smoothies, and a variety of other common beverages. Source: Datassential BUZZ Coffee & Tea Tracker n=13820

14 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: MEGATRENDS Soup Varieties: Detailed Profiles factors shaping the future of non-alcoholic beverages 14

15 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: MENU ADOPTION CYCLE NON-ALC. BEVERAGE MEGATRENDS Homemade Sodas Seasonal Coffee & Tea Flavors Non-Alcoholic Fruit Ciders Green Juices / Smoothies Seasonal Soda Flavors Latin Specialties Mexican Hot Chocolate Hot Broth / Bouillon Small-Batch / Craft Sodas Natural Sweeteners Non-Dairy Milks Vitamin / Superfood Supplements Premium Ingredients Mocktails INCEPTION ADOPTION PROLIFERATION UBIQUITY

16 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: As consumers move toward healthy beverage choices, premium ingredients and natural sweeteners are highly interesting. While seasonal flavors continue to show strong interest, ciders and nutritional beverage supplements may be areas worth exploring. Premium Ingredients Natural Sweeteners Non-alcoholic fruit ciders Seasonal coffee & tea flavors Vitamin or super food beverage supplements Non-Dairy Milks Green Juices or Smoothies Homemade sodas Mexican Hot Chocolate Small-batch or craft sodas Hot Broth or Bouillon Seasonal soda flavors Latin Specialties Mocktails 42% 39% 36% 35% 31% 31% 30% 28% 27% 27% 27% 26% 23% 21% Interest Rating: MegaTrends (Top 2) QC1: Described below are some non-alcoholic beverage trends you might not already be familiar with. Please indicate how interested you are in trying that type of beverage. 5-point scale. n=1020

17 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: Greens Kale, spinach, parsley, and more! These greens are mentioned on 1-2% of non-alcoholic beverage menus Kale: 1% of menus; +422% since 2010 Spinach: 1% of menus; +167% since % since 2010 DATASSENTIAL Menu Adoption Cycle inception

18 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: Coconut Water The trendy beverage for hydration Currently on 1% of non-alcoholic beverage menus Featured most often on its own and in blended beverages +233% since 2010 DATASSENTIAL Menu Adoption Cycle adoption

19 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: Matcha The super-beverage of the year Currently on 1% of non-alcoholic beverage menus Featured most often as a tea and in blended beverages +50% since 2010 DATASSENTIAL Menu Adoption Cycle adoption

20 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: COFFEE Soup Varieties: Detailed Profiles the current state of coffee and specialty coffee today 20

21 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: MENU ADOPTION CYCLE HOT COFFEE Seasonal Peppermint Decaf Latte Vanilla Mocha White Chocolate Skinny Offerings Pumpkin Hazelnut Brewed coffee Cappuccino Micro Roasting Alternative Milks Macchiato Dark Roast Organic Fair Trade Americano Light Roast Spiced Coffee Beverages Dessert Inspired House Blends Cinnamon Caramel Espresso Butter Coffee Salted Caramel Berry Flavors INCEPTION ADOPTION PROLIFERATION UBIQUITY

22 Decaf Regular Fresh Blend French 3% 3% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% Organic House Blend Dark Hazelnut Columbia French Roast Colombian American Flavored Fair Trade Press Coffee Premium Arabica Vanilla Local Medium Black Chocolate Cinnamon Ethiopian Brazilian MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: One-quarter of all operators with hot brewed coffee menu a decaf option. Beyond decaf, other terms describing hot brewed coffee are not found frequently on menus. Top Hot Brewed Coffee Varieties/Flavors Overall 24% 12% 9% 6% MENU PENETRATION: of all restaurants with hot brewed coffee, % that serve Source: Datassential MenuTrends

23 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: Local and house blends, along with more labeling of coffee bean sources, have increased their hot brewed coffee menu penetration within the past year. Penetration % Growth Local 1% +40% Ethiopian 1% +25% Brazilian 1% +25% French 3% +24% Press Coffee 1% +22% Hot Brewed Coffee Varieties: Fastest Growing Black 1% +20% French Roast 1% +18% American 1% +18% Vanilla 1% +17% Arabica 1% +14% Fair Trade 1% +10% Organic 3% +9% House Blend 2% +5% Blend 6% +2% Regular 12% +1% MENU PENETRATION: of all restaurants with hot brewed coffee, % that serve MENU GROWTH: % relative change over the past year Source: Datassential MenuTrends

24 Vietnamese Bold Local Blended +26% +25% +25% +24% +22% +20% Certified Brazilian Ethiopian French Press Coffee Black American French Roast Cinnamon Intelligentsia Vanilla Arabica Fair Trade MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: Sourcing and flavor descriptors make up the majority of the fastest growing terms for hot brewed coffee. Trending Hot Brewed Coffee Terms +61% +43% +40% +35% +18% +18% +17% +17% +17% +14% +10% MENU GROWTH: % relative change over the past year Source: Datassential MenuTrends

25 Cappuccino Espresso Latte Mocha Americano Cafe Mocha Chocolate Vanilla Macchiato Double Steamed Milk Decaf Caramel Cafe Au Lait Double Espresso Regular Blend Hazelnut White Chocolate Cinnamon French Vanilla Dulce De Leche Syrup Chai Cafe Con Leche Flavored Italian MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: Cappuccinos and espresso shots are the most commonly served hot specialty coffees. Lattes, mochas, and Americanos round out the top five hot specialty coffee varieties/flavors. Top Hot Specialty Coffee Varieties/Flavors Overall 84% 83% 51% 32% 18% 13% 12% 12% 12% 11% 11% 10% 9% 9% 8% 6% 5% 5% 4% 3% 3% 3% 3% 3% 3% 3% 3% MENU PENETRATION: of all restaurants with hot specialty coffee, % that serve Source: Datassential MenuTrends

26 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: Americanos and Chai lattes are hot specialty coffee beverages on the rise, as well as flavor additions like caramel, white chocolate, hazelnut, and vanilla. Penetration % Growth Chai 3% +16% Americano 18% +15% Caramel 9% +11% Italian 3% +8% Hot Specialty Coffee Varieties: Fastest Growing White Chocolate 4% +8% Regular 6% +7% Decaf 10% +6% Hazelnut 5% +4% Dulce De Leche 3% +3% Steamed Milk 11% +1% Vanilla 12% +1% MENU PENETRATION: of all restaurants with hot specialty coffee, % that serve MENU GROWTH: % relative change over the past year Source: Datassential MenuTrends

27 American Cuban Creamy Soy Drizzled Freshly Premium Chai Americano Organic Full Bodied Biscotti Caramel White Chocolate Decaf Blend MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: Cuban espresso/coffee beverages are among the fastest growing in the hot specialty coffee menu category. Trending Hot Specialty Coffee Terms +39% +39% +22% +21% +21% +21% +17% +16% +15% +13% +12% +11% +11% +8% +6% +6% MENU GROWTH: % relative change over the past year Source: Datassential MenuTrends

28 Early Morning Breakfast Mid Morning Lunch Afternoon Dinner Late Night MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: Hot coffee and hot specialty coffee consumption are clearly concentrated during morning hours. Although consumption tapers off dramatically after breakfast, it is continuous throughout the day suggesting coffee opportunities at lunch, snack, and dinner times. 50% 54% Hot Coffee 26% 36% 26% 21% Hot Specialty Coffee 18% 14% 15% 13% 11% 8% 6% 6% Hot Coffee: Incidence by Daypart of those who consume QA2: Still thinking about hot coffee / hot specialty coffee you had yesterday, what time of day did you consume them? Please select all times of day you had each beverage. n=628 n=160

29 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: Consumers choose coffee for its great taste, but also for the wake-up caffeine jolt. Temperature is also a consideration with nearly 30% of consumers who seek coffee as a warming beverage. Overall Coffee Perceptions It tastes great It wakes me up, keeps me up I drink it to stay warm It's worth the money It's refreshing It is appropriate to drink at any time of day Specialty coffee drinks are an indulgence or treat It's great to serve at gatherings It's ok to drink once in a while, but not daily I only drink it when I need to a pick-me-up It pairs well with any type of food It's thirst quenching It's a healthy choice It has nutritional benefits Everyone in my home can drink, adults and kids 28% 26% 23% 21% 20% 19% 16% 15% 15% 11% 9% 8% 8% 42% 48% QE2: What are your perceptions of coffee or specialty coffee beverages? Select all. n=736

30 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: Love It Like It Neutral Avoid Love- Avoid Ratio Starbuck s 29% 27% 21% 23% 1.3 Folgers 27% 33% 24% 15% 1.8 Dunkin' Donuts 27% 34% 26% 14% 2.0 Keurig 23% 28% 33% 15% 1.5 Maxwell House 21% 32% 31% 16% 1.3 Coffee Brands Interest among those familiar with that item Gevalia 19% 30% 35% 15% 1.3 Green Mountain / Tully's 19% 29% 37% 15% 1.3 Seattle's Best Coffee 18% 36% 32% 14% 1.3 Community Coffee 17% 26% 40% 17% 1.0 Superior Coffee 17% 20% 45% 17% 1.0 Illy 16% 19% 49% 16% 1.0 Caribou Coffee Company 16% 29% 42% 13% 1.2 Royal Cup Coffee 16% 19% 48% 17% 0.9 Metropolitan 16% 19% 47% 18% 0.9 Cafe Bustelo 16% 22% 47% 15% 1.0 Trader Joe's 16% 23% 48% 14% 1.1 Higher ratios indicate greater net affinity QC3: What are your favorite brands of coffee? n=varies

31 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: WE KNOW FOOD DATASSENTIAL is your best source for food industry insights from the latest menu trends to the products shoppers want at the grocery store. for more information, contact BRIAN DARR at or

32 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: DATASSENTIAL INNOVATION TOOLS MenuTrends The industry s most accurate system for identifying, tracking, and predicting flavor trends FS CPG 10x larger than other menu and flavor databases 15 million menu examples from more than 100k menus LTOs new and limited-time items updated weekly

33 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: DATASSENTIAL INNOVATION TOOLS LTO Analytics On-demand analysis of new item and LTO activity at hundreds of restaurant chains FS CPG benchmark detailed activity reports for each chain versus its competitive set weekly new items and LTOs are updated each week historic track over 100 months of LTO activity, dating back to 2006

34 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: DATASSENTIAL INNOVATION TOOLS FLAVOR+ Fill your retail innovation process with an ongoing stream of consumertested new product ideas FS CPG INNOVATION FUNNEL. Flavor+ is the first step for meaningful, process-drive innovation. New product-flavor combinations are assessed each period, prioritized by market opportunity. EARLY DETECTION SYSTEM. Trends start first at restaurants and today are transitioning to retail faster than ever. Flavor+ utilizes the Menu Adoption Cycle to detect early stage trends and then tracks them over time. METRICS Appeal Uniqueness Excitement Frequency Brand fit Each period, emerging flavors are identified through MenuTrends and the Menu Adoption Cycle. Those flavors and are then paired with your specific product categories and tested with consumers. Legacy and new flavors are tracked longitudinally, with full reporting by shopper segments and demography.

35 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: DATASSENTIAL SALES TOOLS Firefly The first true universal operator database, verified by 5 million phone calls each year FS CPG census phone-validated profiles for every FS location in the US restaurants, onsite, and retail food sell better generate target lists by segment, menu type, operational attributes, or even what s on the menu analytics analyze local markets, brand performance, and more than 10,000 chains

36 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: DATASSENTIAL CUSTOM RESEARCH Consumer Extraordinary eater and shopper insights that reveal the why behind the what FS CPG Segmentation Concept testing Proprietary flavor trackers Category / AAU Brand strength Market entry analysis Customer satisfaction TURF analysis Price optimization foodservice target users of specific restaurants, c-stores, and other segments retail / cpg survey shoppers by store type or specific brand global reach execute research in more than 70 countries, with full translation capability

37 MenuTrends Keynote Non-Alcoholic Beverages 2015 Contact Datassential: DATASSENTIAL CUSTOM RESEARCH Operator Expert insights from the industry s largest panel of foodservice decision makers FS CPG Concept testing Category management Category AAU Brand tracking In-store testing Market entry analysis Package testing 40k panelists by far the industry s largest operator panel, with 40,000 purchase decision makers all segments reach operators from all segments LSR, FSR, lodging, healthcare, K-12, C&U, B&I, and more true feedback a panel built exclusively for research, balanced and unbiased

38 MenuTrends Keynote Non-Alcoholic Beverages CALL MAEVE 2015 WEBSTER AT OR AT Contact Datassential: TRENDSPOTTING STAY IN-THE-KNOW ON THE LATEST TRENDS WITH REPORTS FROM QUARTERLY MONTHLY BI-MONTHLY MONTHLY MONTHLY MONTHLY ON THE MENU keeps you up-todate, covering six key trends every month, each with consumer data, menu examples, and expert commentary. Plus, we gather and examine the hottest LTOs from major chains across the country. TIPS brings you deep analysis of trends at different stages along the menu adoption cycle. Each issue is packed with extensive research, foodservice/menu availability, media coverage, and both consumer AND operator data. WORLD BITES bring you foods, flavors, and trends from around the globe. Each issue covers 10+ authentic dishes from a single cuisine, with background, menu examples, and extensive consumer data, including market demand. CREATIVE CONCEPTS is your monthly, in-depth look at the latest trends in restaurant and foodservice concepts. Each issue includes representative establishments, complete with extensive overviews and menu examples. DINE AROUND takes you on a trendspotting tour of the country. Each month we focus on one city, with an overview of the city and region s food culture; indepth operator and manufacturer profiles; menu examples; and consumer data. INTERNATIONAL CONCEPTS, launching in 2014, brings you chain activity from around the globe, highlighting upand-coming concepts, trends, and ethnic flavors. Each issue covers six chains in a single market, complete with menu examples.