The BCG matrix shows that the beverage category (including all over-the-counter coffee products) is the cash cow of Starbucks. In fact, 76 percent of total sales (2010) have been generated from selling beverages. However, sales of beverages have been declining one percent from 2008. The rising stars on the horizon are food products which made up 19 percent of total sales in 2010 (2% up from 2008). Successful adaptations of the food offering (e.g. hot breakfasts and salads) have spurred sales in this category. Packaged coffee products and single-serve coffees portray a positive growth trend (1% up from 2008), however only made up about four percent of total sales in 2010. Sales in this category are expected to go up as Starbucks VIA instant coffee and K-cups are bound to make a successful entry into emerging markets in 2011. The most underperforming category is coffee-producing equipment and other merchandise. While total sales accounted for only two percent in 2010, this category is also on the downgrade as sales have been declining two percent from 2008. With the rise of single-serve coffee products, conventional coffee machines have become rather obsolete and unfashionable.