YOUNG US COFFEE LOVERS SWITCHING FROM HOT TO COLD.

nina | December 2nd, 2013 - 9:00 am
New research reveals the habit for a hot cup of coffee is changing as consumers realise colder coffee is a tasty and refreshing year-round alternative.

More than most countries, the US has embraced cold coffee, especially in foodservice, with research showing that cold-served coffee’s share of all coffee on menus of US restaurants and coffee houses increased from 19% to 22% between 2009 and 2012.

However, looking at just the first quarter of 2013, its share has jumped from 22% to 24%, highlighting that interest in iced and frozen coffee is not only accelerating, but is now transcending a summer-only appeal.

Cold coffee, especially frozen-blended, has become very trendy in major US cities such as New York, but it’s more than just a momentary fad. Its usage has been building for the last few years and actually reflects the changing tastes of the younger generation. 

Data shows that 18-24-year-olds, in stark contrast to older drinkers, are far bigger consumers of iced coffee and they will almost certainly take this habit into their middle age.

While overall, one in five (20%) US consumers drink iced coffee, this figure jumps to 38% of those aged 18-24, compared to just 11% of those aged 55-64, and 5% of those aged over 65. The findings also reveal that 77% of iced coffee drinkers perceive that drinking it makes them feel more productive at work.

Meanwhile, iced coffee, which has dominated restaurant menus for some time now, is seeing its number of menu items decline as people move towards the more indulgent frozen blended coffee options. This is good news for US foodservice, as frozen blended coffees have an incredibly high profit margin, estimated at around 65-70%.

Source:  foodbev.com, August 2013

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