By Dominique Patton Business Daily Africa October 15, 2007 Success of coffee houses like Starbucks is fuelling a shift to premium coffee in the US. The addictive ‘coffeehouse experience’ is increasingly persuading Americans to buy brands like Starbucks, Caribou and Peet’s instead of opting for traditional names like Maxwell House. This shift also means that they are prepared to pay more for premium brands, according to a new report from consumer research firm Mintel. Coffeehouse sales increased by 28 per cent in the two years to 2006. “ As a result of coffeehouse expansion and increased use, consumers have been exposed to a variety of coffees — raising the bar on consumer expectations on taste and quality, and creating the desire for taste experiences they wish to emulate at home,” say the authors. Retail brands are seeking a share of the premium trend too. Folgers launched a gourmet selection in eight varieties last year, priced at $6.39 per pound. Fair trade coffee is also seeing str...