In an ever-evolving, increasingly crowded beverage market, Starbucks is waking up and smelling the coffee. The problem is it's not their house blend. Here's a statistic that people are surprised by. Despite the long-term success that we 've enjoyed, we have less than 10 percent share of coffee consumption in North America. And less -LSB- than -RSB- 1 percent share internationally, Starbucks Chairman, President and CEO Howard Schultz told CNN Money. Advertising Age also recently pointed out that despite Starbucks being the world's largest coffeehouse chain with more than 13,000 locations in more than 50 countries, even its most devout customers purchase only three of every 10 cups of coffee they drink from Starbucks. So, who is stealing Starbucksmojo ? Folgers, a division of J.M. Smucker Co., is still the largest producer of retail packaged coffee in the United States. Its coffee brands include Folgers and Millstone, and it also manufactures and distributes Dunkin' Donuts coffee to sell in grocery stores. Then there is the other American coffee titan, Maxwell House, which is a Kraft Foods brand. Kraft reported soaring earnings in its 2010 first quarter, linking the growth to new advertising and innovation behind existing Kraft brands such as Maxwell House. This competition is stirring Starbucks to step up its home-brewed strategy, partially by adding some flavor. An AC Nielsen