I think most people don't care. However, if I were to own the business, I would always keep the marketing side of the product in mind. Questions like, "How will we best market our product to not only keep exist customers, but to reach new ones while, at the same time, minimizing the costs required to do so?"
It seems to me that if you can imagine a scenario where someone that is unfamiliar with your product. They see it on the shelf at their grocery store. They are curious, pick up the package and see the word "Coon" predominately displayed on the product (or any derivation of the word). I can easily imagine that there will be a percentage of people that will immediately recoil, rightly or not. Because of this, I think that a business should be cognizant of these issues especially if the bottom line is the main issue.
I think they should change the name if their marketing research tells them that the cost of doing so is less than the expected gains from new market share due to having a name no longer even tangentially close to something that could be construed as racist.