Incentivized Reviews and the Coffee Industry: the Benchmark Report

Prepared by:

Noa Shachaff

Head of Consumer Insights & Analytics, Revuze

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Objective

Offer an Industry Benchmark for the US Coffee Industry, to be utilized by marketers to understand the average share of incentivized reviews implemented across the different segments in the industry.

The Industry Benchmark will showcase the following:

Share of incentivized reviews overall and across the 5 most discussed segment”
Link between incentivized review share and overall sentiment.

Incentivized Reviews | Explanation

An incentivized review is a review that was solicited from the consumer, in return for a free sample, a discount or participation in a sweepstakes
Incentivized reviews can be marked in several different ways; Either with a sentence within the review itself, notifying the reader that this review was a part of a promotion, or as a remark attached to the body of the review.

US Coffee Industry | All E-tailers | % Incentivized Reviews By Segment

Between Jan-2022 and May-2023, over 214K unique reviews were collected for the US Coffee Industry, of which 9% (19.3K) were identified by Revuze as Incentivized.
Capsules & Ground Coffee had the highest share of incentivized reviews (10%) while Soft Pods had the lowest share (2%)

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Download the Incentivized Reviews & the Coffee Industry: Benchmark Trend Report

US Coffee Industry | All E-tailers | % Incentivized Reviews By Brand

Dunkin’, Peet’s Coffee and Folgers had the highest incentivized reviews rate (41%, 29% & 21% respectively) among the top 10 most discussed brands
Nespresso and Maud’s Coffee & Tea had the lowest incentivized reviews rate (2%) among the top 10 most discussed brands

US Coffee Industry | Impact Of % Incentivization On Star Ratings

	Amazon had the lowest share of incentivized reviews (6%) and averaged 70% in sentiment and 4.07 in star ratings.

	Kroger had the highest shares of incentivized reviews (50%) and averaged 86% in sentiments and 4.5 in star ratings.

	A shift from 7% incentivized reviews (on Amazon) to 16% incentivized reviews (on Walmart), led to a 10 point lift in sentiment and a 0.34 lift in star ratings for Ground Coffee.

US Coffee Industry | Capsules | Exceptions To The Rule

Incentivized reviews do not guarantee a high sentiment, some brands invest in garnering incentivized reviews, only to end up with a lower star-rating compared to brands that garnered none

US Coffee Industry | Ground Coffee | Exceptions To The Rule

Incentivized reviews do not guarantee a high sentiment, some brands invest in garnering incentivized reviews, only to end up with a lower star rating compared to brands that garnered none.

About Revuze

Revuze is a leader in Generative AI analysis for online reviews, revolutionizing the consumer insights landscape.

With years of experience leveraging LLM training, Revuze unlocks the full potential of insights from verified buyers across multiple ecommerce sources. Our cutting-edge solutions empower businesses to seamlessly integrate review analytics into their marketing and product processes, enabling strategic decision-making. Through high-quality data, insightful predictions, and scalable capabilities across sources and regions, we offer real-time analysis with intuitive features, dynamic dashboards, and comprehensive reports.

Key Objectives

Industry

Food & Beverage

Time Period

January 2022 - May 2023

Voice of Customer Data Points

214K

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