The global coffee market is growing at a moderate rate at a CAGR of 5.93%, as coffee is the most consumed beverage by volume and high demand for coffee globally is the reason for the market growth. Increased awareness of the health benefits of coffee, innovations in terms of flavors, variety, price, formats, and convenience; and increase in urbanization are other factors driving the global coffee market. Also, the increasing demand for coffee is a result of growing awareness among consumers about the harmful effects of carbonated soft drinks. Despite high sugar content in many coffee beverages, consumers in the US still perceive it to be healthier and lower in calories than other carbonated drinks. The emergence of premium coffee products with less preservatives further solidifies the perception among consumers regarding the healthiness of the product. However, rising prices of the raw materials such as sugar and coffee beans act as a threat to the market and limit the profit margin of the players.