CANTON, Mass. (October, 3, 2005) - Dunkin' Donuts announced today that its "Flavors of American Opinions" survey reveals that flavored beverages are now a significant trend in America with over three-quarters (79%) of U.S. adults consuming a flavored drink over the past two weeks. Flavored coffee is particularly popular with one out of four Americans (25%) drinking it in the past two weeks. The release of the survey coincides with the expansion of Dunkin' Donuts' flavored coffee collection.
This new appetite for flavored beverages is an outgrowth of Americans' increasing desire to customize everything from their clothing to their cell phone ring tones. "Customization is a big trend this fall across everything from food to fashion," said Jane Buckingham, leading trends expert and President of The Intelligence Group. "People want to personalize their products and add excitement to their routine-mainstream is out, customization is in. And Dunkin' Donuts flavored coffee collection is allowing consumers to do this with one of their favorite drinks."
In addition to an increasing craving for flavor, the survey also revealed the importance of coffee in Americans' lives. Coffee is so essential to the American lifestyle that more adults would give up sex before coffee. One-quarter (25%) of those surveyed said they would least likely give up coffee whereas about one-fifth (19%) said they would least likely give up sex.
The Dunkin' Donuts "Flavors of American Opinions" survey revealed additional relevant information regarding customization and American coffee drinking habits:
- The majority of Americans (87%) started drinking coffee either in their teens or twenties.
- Coffee breaks are primarily a morning phenomenon with nearly nine out of 10 Americans (87%) breaking for coffee before lunchtime
- More women than men (59% vs. 52%) drink coffee on a weekly basis
- Half (51%) of Americans say that it is important for them to customize the products they purchase
- While Americans like to customize their personal belongings, over one-quarter (28%) prefer to customize their beverages above other items
- Over one-third (35%) of U.S. adults are taking their coffee with more flavor now than when they first started drinking it
About Dunkin' Donuts Flavored Coffee Collection
With the increasing enthusiasm for flavor, Dunkin' Donuts now offers customers more options to tailor their coffee to their liking with nine different flavorings, including French vanilla, hazelnut, toasted almond, marshmallow, blueberry, coconut, cinnamon, caramel and the most recent addition, chocolate. With more options, customers can mix and match the flavorings to add their own personality to their daily ritual.
Each of the delicious flavorings is sugar-free and can be poured fresh into Dunkin' Donuts' regular and decaffeinated coffee, iced coffee, lattes, Coffee Coolatta® or hot chocolate. With the ability to mix up to three flavorings at one time, customers can enhance their coffee experience to their own liking.
About Dunkin' Donuts
Founded in 1950, today Dunkin' Donuts is the number one retailer of coffee-by-the-cup in America, selling 2.7 million cups a day, nearly one billion cups a year. Dunkin' Donuts is also the largest coffee and baked goods chain in the world and sells more donuts, coffee, bagels and muffins than any other quick service restaurant in America. Dunkin' Donuts has more than 5,800 stores in the United States and 29 other countries. For more information, visit www.dunkindonuts.com.
About the "Flavors of American Opinions" Survey
The Dunkin' Donuts "Flavors of American Opinions" survey was fielded by Opinion Research Corporation via telephone during September 9-12, 2005. It was conducted among a national probability sample of 1,032 adults comprising 450 men and 582 women 18 years of age and older, living in private households in the continental United States. The standard deviation is +/-2%.