Global Ecommerce Weekly News: 5th July 2022

Kayla de Oliveira

July 5, 2022

Get up to date with this week's ecommerce headlines from around the globe.


Amazon News


Amazon is planning two Prime shopping events this year

Amazon’s ‘Prime Day’ dates this year are the 12th - 13th of July, an event where items on the marketplace are heavily discounted. For the first time, Amazon will hold two Prime Day events. Merchants have been informed and asked to begin submitting promotion deals for the second Prime day, ‘Prime Fall Deal Event’.

Read more on Charged Retail

Amazon introduces new e-cargo bikes in London to replace van deliveries

Amazon has created a new fleet of e-cargo bikes and on-foot delivery staff in an effort to replace all van deliveries across London. With its initial ‘micromobility’ hub in Hackney, the initiative is set to reduce carbon emissions and congestion on the roads in the city as the company drives towards a ‘global net-zero carbon future’.

Read more on Retail Gazette


Other Marketplace News


Klarna’s valuation crashes from $46bn to $6.5bn USD

Buy-now-pay-later fintech company, Klarna, has been valued at a fraction of its original valuation just over a year ago. The company was one of Europe’s most valuable private companies, but since cutting over 10% of its workforce, struggling amidst surging inflation and falling discretionary spending, investors are taking a more cautious approach.

Read more on the Financial Times

FedEx and eBay team up to boost APAC business

FedEx has announced a new partnership with eBay, to provide eBay sellers in the Asia Pacific region with access to all of FedEx’s delivery services. Smaller merchants and business owners selling on eBay will benefit from this collaboration, along with more established merchants, as the APAC ecommerce market is expected to grow by around 14% YoY.

Read more on Post & Parcel

JD.com is set to issue shares worth $220m USD to Tencent for WeChat access

In order to access certain services on Tencent’s WeChat platform, JD.com has said it would issue shares worth $220 million USD to Tencent over three years. The deal follows Tencent’s sale last year of a $16.4 billion stake in JD.com to Walmart, which also extended an existing partnership with the WeChat owner.

Read more on Reuters

The Hut Group share price struggles after bidding war

THG has struggled throughout the year, and after rejecting several takeover bids, the company has seen its share price plummet and has struggled to gain in the market. Directors believed the offers were undervaluing the company, but then saw shares tumble by 29% and the company’s share price has not been able to return to where it was trading before the takeover talks dominated the news.

Read more on Investing Cube


Other Ecommerce News


European ecommerce grew 13% in 2021

Ecommerce has continued to grow in Europe, even though the number of online shoppers has fallen. After its peak in 2020, ecommerce growth now seems to be slowing down and stabilising, but is still on a continued upward trend. Crossborder ecommerce represents 40% of purchases, with the highest number of online shoppers being in Western and Northern Europe.

Read more on Ecommerce News

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Sept 20, 2022

4 Ecommerce Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.

Sept 19, 2022

When is Consumer Demand Highest for Non-Alcoholic Beverages?

**Observing Patterns in Consumer Demand for Non-Alcoholic Drinks** Ahead of Sober October, Pattern evaluates when consumer demand is highest for non-alcoholic beverages. Key insights include: * Sober October vs. Dry January — when is demand highest for non-alcoholic drinks? * Non-alcoholic brands in highest demand * Types of non-alcoholic drinks in highest demand * Key takeaways for ecommerce retailers With Sober October fast approaching, our team decided to investigate when consumer demand is highest for non-alcoholic beverages throughout the year. Using search data gathered from U.S. Amazon shoppers from 2019 – 22, we discovered some interesting trends in consumer behavior as it relates to demand for non-alcoholic products. **Sober October vs. Dry January — When is Demand Highest for Non-Alcoholic Drinks?** While [Sober October](https://www.thezeroproof.com/home/what-is-sober-october-and-how-did-it-start) has been a long-held tradition in the U.S. since its introduction by Australian-founded nonprofit organization, Ocsober, in 2010, it appears most U.S. consumers prefer to do their detoxing after the holidays. According to our data, searches for non-alcoholic beverages experience an annual peak in January rather than October: <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beverages in 2019" aria-label="Interactive line chart" id="datawrapper-chart-fQqy0" src="https://datawrapper.dwcdn.net/fQqy0/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beverages in 2020" aria-label="Interactive line chart" id="datawrapper-chart-qWrkJ" src="https://datawrapper.dwcdn.net/qWrkJ/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beverages in 2021" aria-label="Interactive line chart" id="datawrapper-chart-MJ99q" src="https://datawrapper.dwcdn.net/MJ99q/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> The only year consumer demand increased during Sober October was 2020. This is likely because Sober October was celebrating its tenth year in the U.S. and had a larger than normal marketing push. Following this campaign, however, we can observe a 45% decline in demand during October year over year when comparing 2021 to 2020: <iframe title="YoY Change in U.S. Consumer Demand for Non-Alcoholic Beverages – 2021 vs 2020" aria-label="Interactive line chart" id="datawrapper-chart-Bacy6" src="https://datawrapper.dwcdn.net/Bacy6/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Non-Alcoholic Brands in Highest Demand** When it comes to non-alcoholic brands in highest demand, consumers have a clear preference. A whopping 42% of all searches for specific non-alcoholic brands in 2021 were for Seedlip. Kin Euphorics held 24% of all search queries while Ritual Zero Proof held 20% during the same year: <iframe title="U.S. Consumer Demand for Non-Alcoholic Beverage Brands in 2021" aria-label="Bar Chart" id="datawrapper-chart-9OEDj" src="https://datawrapper.dwcdn.net/9OEDj/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="399"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> When observing the 2021 seasonal change in consumer demand for the three top non-alcoholic brands, we can further see Dry January’s influence on the marketplace. In January 2021, Seedlip saw a 95% increase in consumer demand while in October 2021, the brand saw a 34% decline: <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beverage Brands in 2021" aria-label="Interactive line chart" id="datawrapper-chart-8TVwt" src="https://datawrapper.dwcdn.net/8TVwt/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Types of Non-Alcoholic Drinks in Highest Demand** Even though non-alcoholic beer and wine brands took up the rear in consumer demand, the opposite is true when looking at searches for general types of non-alcoholic beverages. When looking at consumer demand for non-alcoholic beer, wine, and spirits, searches for non-alcoholic wine took up 39% while non-alcoholic beer took up 35% in 2021: <iframe title="U.S. Consumer Demand for Types of Non-Alcoholic Beverages in 2021" aria-label="Bar Chart" id="datawrapper-chart-GHIc8" src="https://datawrapper.dwcdn.net/GHIc8/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="255"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Seasonal demand for non-alcoholic beer, wine, and spirits sees a sharp increase in January. Interestingly, non-alcoholic spirits see increased demand during the springtime. This could be because [Sober Spring](https://alcoholchange.org.uk/help-and-support/managing-your-drinking/sober-spring/what-is-sober-spring:~:text=Sober%20Spring%20was%20launched%20in,very%20happily%20sober%20since%202013.) (a tradition started by Catherine Gray in 2018) occurs from March 20 – June 20 each year: <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beer, Wine &amp;amp; Spirits in 2021" aria-label="Interactive line chart" id="datawrapper-chart-629mr" src="https://datawrapper.dwcdn.net/629mr/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Key Takeaways for Non-Alcoholic Brands on Ecommerce** Non-alcoholic drink brands can gain a competitive edge from our data analysis. First, demand for non-alcoholic drinks tends to be highest during Dry January, so it’s important for ecommerce retailers to prepare for increased demand by coordinating effectively across their marketing,fulfillment/logistics, and customer relations departments. Since most consumers prefer non-alcoholic wine and beer to spirits, it’s wise for retailers to consider these preferences when placing orders. **Satisfying consumer demand starts with data. If you’d like to learn more about how our data can help empower your ecommerce strategy, contact us to [request a demo](https://pattern.com/contact-us/) from Pattern today.**
Sept 15, 2022

The Biggest Influences on Consumer Demand for Coffee Products

**What Drives Consumer Demand for Coffee Products?** Pattern analyzes the top influences driving consumer demand for coffee products from 2020 – 22. Key Highlights: * Coffee brands by highest consumer demand * When is consumer demand for coffee brands highest? * Cold brew vs. hot coffee vs. espresso — what do consumers want? * Prime Day and weather drive consumer demand for coffee, cold brew, and espresso * Coffee types in highest demand * Coffee machines in highest demand * When is coffee machine demand highest? * Key takeaways for ecommerce coffee retailers As National Coffee Day approaches on September 29, our team decided to take a closer look at what’s been driving consumer demand for various coffee products from 2020 – 22. While retailers might not expect an increase in consumer demand during National Coffee Day in September, our analysis suggests a strong correlation between higher overall demand for coffee products and Prime Day. With rumors of another Prime Day slated for October 2022, it’s important for ecommerce coffee retailers to prepare for possible increased demand during this time. **Coffee Brands by Highest Consumer Demand** Our team made some surprising discoveries when it came to consumers’ coffee brand preferences. Even though Starbucks, Maxwell House, Dunkin, and Folgers hold the [largest market shares](https://www.statista.com/statistics/451969/market-share-of-ground-coffee-in-the-us-by-leading-brand/:~:text=In%20the%2052%20weeks%20ended,share%20of%20around%2012%20percent.) in the space, Starbucks was the only brand that consistently remained at the top of consumers’ minds from 2020 – 22. Privately owned brands like Black Rifle Coffee, Community Coffee, Café Bustelo, and Death Wish rounded out the top five coffee brands in highest demand during this same period. Here’s a look at the spread of consumer demand among the brands we analyzed: <iframe title="U.S. Consumer Demand for Coffee Brands in 2020" aria-label="Bar Chart" id="datawrapper-chart-m0dEf" src="https://datawrapper.dwcdn.net/m0dEf/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="662"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="U.S. Consumer Demand for Coffee Brands in 2021" aria-label="Bar Chart" id="datawrapper-chart-e2uYK" src="https://datawrapper.dwcdn.net/e2uYK/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="662"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}();</script> <iframe title="U.S. Consumer Demand for Coffee Brands in 2022" aria-label="Bar Chart" id="datawrapper-chart-7nT2r" src="https://datawrapper.dwcdn.net/7nT2r/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="662"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **When is Consumer Demand for Coffee Brands Highest?** Consumer demand for specific coffee brands tends to be highest at three main points throughout the year: Valentine’s Day, Prime Day, and the period from Thanksgiving – Christmas Day. When observing seasonality trends in both 2020 and 2021, we can see this pattern repeat itself in both years: <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee Brands in 2020" aria-label="Interactive line chart" id="datawrapper-chart-DiisL" src="https://datawrapper.dwcdn.net/DiisL/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee Brands in 2021" aria-label="Interactive line chart" id="datawrapper-chart-NK0oz" src="https://datawrapper.dwcdn.net/NK0oz/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Cold Brew vs. Hot Coffee vs. Espresso — What Do Consumers Want?** Overall, demand for coffee, cold brew, and espresso products has remained fairly consistent over the years. When observing weekly change in demand for each of these products in 2020, 2021, and 2022, we see very little fluctuation except for Prime Day: <iframe title="Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2020" aria-label="Interactive line chart" id="datawrapper-chart-5JJ84" src="https://datawrapper.dwcdn.net/5JJ84/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2021" aria-label="Interactive line chart" id="datawrapper-chart-goJoP" src="https://datawrapper.dwcdn.net/goJoP/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2022" aria-label="Interactive line chart" id="datawrapper-chart-NH68I" src="https://datawrapper.dwcdn.net/NH68I/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Interestingly, espresso was the only category that experienced a spike in consumer demand. As consumers seek out deals on products with higher price points (i.e. espresso), demand for high-end coffee increases around Prime Day. Compared to the week preceding Prime Day, here’s how demand for espresso products increased from 2020 – 2022: * **2020:** 198% increase during the week of October 11 * **2021:** 169% increase during the week of June 20 * **2022:** 252% increase during the week of July 10 **Prime Day and Weather Drive Consumer Demand for Coffee, Cold Brew & Espresso** Prime Day is the driving force behind increased demand for espresso products. However, there are other noteworthy patterns our team observed that point to what may be influencing demand throughout the year — specifically weather changes. For instance, when comparing seasonality in 2020 to 2021, we can see how demand for cold brew coffee sees an annual increase starting around May and tapering off by the end of September. Conversely, demand for espresso tends to fall during this same period (except for when Prime Day occurs during the summer in 2021). <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2020" aria-label="Interactive line chart" id="datawrapper-chart-vM50j" src="https://datawrapper.dwcdn.net/vM50j/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2021" aria-label="Interactive line chart" id="datawrapper-chart-84vLh" src="https://datawrapper.dwcdn.net/84vLh/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Despite the cyclical increased demand for cold brew coffee products, however, demand overall for these products appears to be on a downward trend when comparing year over year demand: <iframe title="YoY Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso - 2021 vs. 2020" aria-label="Interactive line chart" id="datawrapper-chart-Cmkb5" src="https://datawrapper.dwcdn.net/Cmkb5/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="YoY Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso - 2022 vs. 2021" aria-label="Interactive line chart" id="datawrapper-chart-fo1Ak" src="https://datawrapper.dwcdn.net/fo1Ak/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Coffee Types in Highest Demand** The pandemic had little effect on consumer demand for coffee products in terms of brand, boldness, and temperature. However, when it came to specific types of coffee (whole bean, K-cup, ground, instant, etc.), the pandemic was an obvious factor influencing demand. In particular, coffee beans saw the highest increase in demand with a 182% increase over the annual average for 2020 during the week after the pandemic was formally declared: <iframe title="Seasonal Change in U.S. Consumer Demand for Types of Coffee in 2020" aria-label="Interactive line chart" id="datawrapper-chart-4AUYN" src="https://datawrapper.dwcdn.net/4AUYN/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> We further see the pandemic’s influence on consumer demand when observing year over year change in demand from 2020 to 2021 in the chart below: <iframe title="YoY Change in U.S. Consumer Demand for Types of Coffee - 2021 vs 2020" aria-label="Interactive line chart" id="datawrapper-chart-MCy9G" src="https://datawrapper.dwcdn.net/MCy9G/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> During the same week the pandemic was declared in 2020, demand for all products in this category fell significantly in 2021. K-cups saw the sharpest decrease at -74% year over year. The pandemic wasn’t the only factor influencing consumer demand in 2020. In the charts below, we see Prime Day is a key factor in determining when demand will be highest across all types of coffee in 2021 and 2022: <iframe title="Change in U.S. Consumer Demand for Types of Coffee in 2021" aria-label="Interactive line chart" id="datawrapper-chart-wy4xl" src="https://datawrapper.dwcdn.net/wy4xl/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Types of Coffee in 2022" aria-label="Interactive line chart" id="datawrapper-chart-rqqdd" src="https://datawrapper.dwcdn.net/rqqdd/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Once more, we can see how products with higher price points see increased demand during Prime Day. K-cups and coffee beans saw the highest increase in demand during these periods. When comparing the week preceding Prime Day, here’s how much demand increased across these two product categories: * **K-Cups | 2021:** 74% increase during week of June 20 * **Coffee Beans | 2021:** 31% increase during week of June 20 * **K-Cups | 2022:** 98% increase during week of July 10 * **Coffee Beans | 2022:** 31% increase during week of July 10 **Coffee Machines in the Highest Demand** In every week where Prime Day occurred from 2020 – 22, demand for coffee machines of all types rose significantly. Just like with coffee beans, K-cups, and espresso, coffee machines see a spike in demand during this time because consumers are seeking out deals on products that are normally more expensive: <iframe title="Change in U.S. Consumer Demand for Coffee Machines in 2020" aria-label="Interactive line chart" id="datawrapper-chart-k3bX5" src="https://datawrapper.dwcdn.net/k3bX5/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Coffee Machines in 2021" aria-label="Interactive line chart" id="datawrapper-chart-rqzGm" src="https://datawrapper.dwcdn.net/rqzGm/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Coffee Machines in 2022" aria-label="Interactive line chart" id="datawrapper-chart-iphbp" src="https://datawrapper.dwcdn.net/iphbp/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Espresso machines and Keurig machines are in the highest demand during this time while percolators, cold brew coffee makers, and French press machines take up the rear. This is likely due to the fact that espresso machines and Keurig machines have a higher price point than percolators, cold brew coffee makers, and French press machines. **When is Coffee Machines Demand Highest?** Not only can increased demand for coffee machines be observed during Prime Day, but consumers also tend to search more for these products during the holiday season and on Valentine’s Day. Using 2021 as the baseline for “new normal” in terms of seasonality, the chart below illustrates how consumer demand for coffee machines changes in a typical year: <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee Machines in 2021" aria-label="Interactive line chart" id="datawrapper-chart-Tg6DG" src="https://datawrapper.dwcdn.net/Tg6DG/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> As we can see, demand surges around Valentine’s Day with Keurig machines taking the lead in demand. This is likely due to the company’s annual Valentine’s Day sale. From Thanksgiving until Cyber Monday, demand increases again, this time with espresso and Keurig machines leading the way. Consumers are likely searching more for high-end products during this time as they prepare for holiday gifting and try to take advantage of Black Friday and Cyber Monday savings. **Key Takeaways for Ecommerce Coffee Retailers** This data offers invaluable insights for ecommerce coffee retailers. First, the influence of Prime Day over consumer demand for all coffee products cannot be underestimated. Particularly, products that have a higher price point should be made available to consumers who are searching for such goods in higher volume during Prime Day than at any other time of the year. Along with Prime Day, ecommerce coffee brands should take note of how other holidays and weather change directly impact consumer demand. Thanksgiving, Valentine’s Day, and weather patterns all impact when certain products are in highest demand. By understanding when these changes occur throughout the year, coffee retailers can better coordinate inventory, fulfillment, marketing, and customer service at these critical moments. **Want to use patterns like these to empower your brand throughout the year? [Request a demo ](https://pattern.com/contact-us/)with Pattern to improve your ecommerce strategy today!**