The primary purpose of a product launch is business growth. Businesses must master the concept and process of a product launch to enable growth by successfully introducing new products into the market. Product launches build sales and revenue through the expansion of the customer base.

During the period from 2017 to 2020, overall sales of dairy-free milk alternatives in the U.S. grew 61 percent, with almond, coconut, and soy milk being the most popular types. As stated above, about 56% of Americans consume coffee regularly. As could be expected, older Americans drink the most coffee. 61% of Americans 45-60 drink coffee on a daily basis, while 74% of Americans over 60 drink coffee daily. However, the boom in the coffee industry could be largely credited to the increasing number of young adults who drink coffee. Over the past five years, coffee consumption for 18-24-year-olds rose from 26% to 37%.

Starbucks, the world’s number one coffee retailer, has over 13,000 coffee shops in more than 35 countries. The outlets offer coffee drinks, food items, beans, coffee accessories, and teas. Starbucks owns about 17,500 of its shops, which are located in about 10 countries (mostly in the U.S.) while licensees and franchisees operate the remaining outlets.

McDonald's (which history began in 1954) is the leading global foodservice retailer with more than 30,000 local restaurants serving nearly 50 million people in more than 119 countries each day.

Dunkin’ Donuts (founded 1950, headquartered in Canton, Massachusetts) is the world’s largest coffee and baked goods chain, serving over 3 million customers a day. 2017 the enterprise had revenues of $4.7bn ($4.3 bn in the U.S.).

Caribou Coffee was founded in 1993 and its headquarters is located in Minneapolis (Minnesota). Today it is the second-largest specialty coffee company in the U.S. with 416 outlets (2005) in 18 states and the District of Columbia. The revenue in 2019 totaled $198 million.

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