Dive Summary:
- JM Smuckers' Folgers coffee is still the No. 1 coffee brand among American consumers, according to 2013 Harris Poll EquiTrend rankings.
- The brand commands an average 15.6% share of the U.S. coffee market and saw its volume coffee sales rise 4% from May to July, beating out competitors such as Dunkin' Donuts and Starbucks.
- Smuckers' coffee brands are experiencing healthy growth all around: Dunkin' Donuts packaged coffee saw a 6% increase in sales last quarter, and chief executive Richard Smucker on Wednesday reported "solid gains" for the Café Pilon brand.
From the article:
... The company attributed part of the jump last quarter to marketing efforts, such as a Folgers’s jingle contest in June that resulted in this folksy song about coffee and sunrises, and an aroma that “fills the room and inspires life.” (See below.) “This very successful event continues to utilize digital platforms to expand the reach of the Folgers brand among millennial consumers,” explained Chief Operating Officer Vincent Byrd. That’s important, especially for a company that’s also known for sponsoring the Today Show‘s centenarian shout-outs. ...
