“Years ago, we estimated Keurig could penetrate 15% of coffee drinking homes; then brewer market share figures led us to increase our estimate to 25% and ultimately 30%. We suspect this figure goes meaningfully higher and look for at least 40% penetration given the strong line-up of brands available and further innovation lying ahead,” he writes.
Ho ho you mean this anal retentive estimates, hey what happens in 2012 when the patent expires will you still love me, asks Keurig?
By the way if I had their accounting program I could estimate a 100% penetration. Ever wonder why they started to use the word penetration rather than market share? Instead of K-Cups why not D-cup, Sexy.