Coruscation

"Americans under the age of 40 are thinking about coffee pricing in cups," said Ric Rhinehart, executive director of the Specialty Coffee Association of America. "If you asked my mother how much coffee cost, she would have told you that the red can was $5.25 a pound and the blue can was $4.25. If you ask people in their 20s and 30s, they'll say coffee is $1.75 to $3.75 a cup."

This generational shift helps explain why single-serve coffee is the fastest-growing sector of the home market. According to a study from the National Coffee Association, single-serve coffee is now the second most popular method of preparation after conventional drip brewers, by far the dominant method. In 2011, 7 percent of the cups of coffee consumed in the United States were made with a single-serve brewer, up from 4 percent in 2010.

The premium that single-serve coffee commands makes it especially lucrative. Julian Liew, a spokesman for Nespresso, said single-serve coffee is 8 percent of the global market, but accounts for 25 percent of its value. It's likely that the number will continue to climb.