Business World

It’s Cool, It’s Coffee, It’s Now

It was a sweltering hot afternoon in April, the temperature reaching record highs for New York City. Luckily, I was in my air-conditioned car, driving my daughter Katie back home from an orthodontist appointment. She was in tears. She hates her orthodontist…she hates me for bringing her to him. Waiting for the red light to change, I noticed a new Starbucks had opened where there once was a gas station. In fact, there are a few old gas stations that have been renovated into Starbucks on Long Island.

Standing at the bus stop about 30 feet from the Starbucks stood 10 weary people spanning all ages, both male and female. Walking towards them, holding a full tray of iced coffee beverage samples was a young, thin, female Starbucks employee (do I sound jealous?). The first person to take a sample was a young boy around 12-14 years old. Almost everyone on that line also took a sample.

My daughter implored me to swing the car over so she, too, could have a sample. Trying to cater to my oldest child because of my “Working Mother Guilt” complex, I did as I was instructed. She hopped out of the car and ran to the Starbucks lady and asked for a sample.

It was a hazelnut frappuccino and it was delicious, according to my 12 year old - now a new coffee drinker. Finally a smile had surfaced and she told me we should come back for more. So next time we visit the orthodontist, I’ll make sure to include a stop at Starbucks.

This is just one example of the growing iced coffee beverage market. Starbucks and other coffee retailers have been offering iced beverages for some time now. Better extract technology and mixes are enabling the foodservice industry to offer better-tasting beverages, and a diverse variety of coffee and tea drinks.

Iced coffee is consumed mostly by 18- to 24-year-olds, more than twice any other age group, according to the NCA’s 2001 National Coffee Drinking Trends survey. Of 107 million daily coffee drinkers, the National Coffee Association found there were 2 million daily drinkers of iced/cold coffee beverages, an additional 6 million weekly drinkers, plus another 41 million occasional drinkers Sales of shelf-stable - not refrigerated or frozen - iced coffee products from the top 10 brands in supermarkets, drug stores and mass merchandisers were up 6% at $103.5 million over the last year, according to Information Resources, Inc.

In this issue, Suzanne Brown reports on the growing RTD segment in general and writes about some of the new products on the market.

Jane McCabe
Editor & Co-Publisher

Tea & Coffee - May/June, 2002

Tea & Coffee Trade Journal is published monthly by Lockwood Publications, Inc., 3743 Crescent St., 2nd Floor, Long Island City, NY 11101 U.S.A., Tel: (212) 391-2060. Fax: (1)(212) 827-0945. HTML production and Copyright © 2000 - 2013 by Keys Technologies and Tea & Coffee Trade Journal.

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