Single-serve (K-Cup) coffee sales accounted for 9 percent of all coffee sales in 2013, but for 30 percent of dollar volume according to a Morgan Stanley Research report (PDF) on The J.M. Smucker Co. Overall coffee consumption has increased more than 10 percent since 2008, driven by the rise of the single-serve category. Between 2009 and 2013, traditional roast and ground volume declined at a 1 percent compound annual growth rate (CAGR), while K-Cups grew at an 80 percent CAGR.