Younger and older, hot and cold—there’s room for all
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When it comes to coffee, there’s never been ‘one style that fits all’ but the consumption differences and habits are widening and the preferences between the generations are quite distinct, particularly those of younger consumers who are spurring change. And since new coffee consumers are entering the category at younger ages than ever before, brands need to be aware and prepare. According to Mintel, the average age Gen Z consumers began drinking coffee was 15 compared with millennials at age 17, and Gen X and baby boomers at age 19.
“Younger generations are less bound by the concept of one single type of coffee as being part of their morning coffee routines,” said Kelsey Girard, senior food & drink analyst, Mintel, in her presentation, “From Routine to Ritual: Tracing Generational Shifts in Coffee Habits” at the recent NCA Convention (6-8 March, Houston, Texas), noting that they are seeking variety across both hot and cold coffees.
“Coffee consumption is not as big a part of the morning routine with younger generations as it is with baby boomers and Gen X,” said Girard, adding, “we are seeing modernised routines and as these consumers look for coffees to serve different purposes, brands must adapt to support more personalised coffee rituals.”
Girard further noted that younger generations are driving demands for variety and crave customisable coffee experiences. “[They] are more varied in their coffee drink choices, with customisation an expectation shown by near universal consumption of cream and creamers.” She said that “supporting consumers’ coffee rituals with ample options for customisation can take one single product in different directions while avoiding any sense of mundane.”
While we know younger consumers a ‘big fans’ of cold coffee, curiously, Girard said that a third of Gen Z and millennial coffee consumers reported that they were drinking hot coffee more often this year, slightly higher than the percentage who report drinking cold coffee more often. “This points to the need for modernisation in the cold coffee space and beyond.”
Girard said that both hot and cold coffees are a piece of the customised, modernised coffee experience. With a new generation’s (Alpha) entrance into the coffee category on the horizon, she explained that understanding the dynamic preferences and coffee cravings of younger generations will be key to keeping pace and on-trend with these consumers.
While Gen Z and Millennial’s dynamic coffee preferences should inspire innovation, Girard noted that Gen X is just as interested in many of the surveyed innovation concepts reminding of the importance of inclusive innovation.
Despite the many differences in coffee preferences between the generations, there is some overlap. Girard explained that seasonal coffee interests demonstrate how coffee can ground consumers in each season and help them romanticise coffee rituals throughout the year.
She also shared that sustainability concerns remain niche overall but are most likely to be on the mind of younger generations. “Positioning of sustainable coffee products should keep fun and flavour in focus to cast a wider net.”
Although younger generations are driving the most change regarding coffee consumption, behaviour and preferences, older demographics must not be ignored. “Coffee brands can adapt alongside the redefining of adulthood, offering solutions that evolve with consumers as their definition of adulthood evolves over time,” said Girard. “Coffee can serve different purposes across life stages from times of exploration and self-expression, to demands for function and consistency, or anywhere in between.”
Vanessa L Facenda, editor, Tea & Coffee Trade Journal
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