3 Things Millennials Want From Your Coffee Program
Sep. 06, 2017Brought to you by Keurig Green Mountain.
According to Technomic’s 2016 Generational Consumer Trend Report, Millennials make up 22% of the total population. They represent a sizeable group of consumers and have an estimated spending power of about $200 billion (1), so it’s essential to make sure you’re offering products they’re interested in. When it comes to your coffee program, there are certain things that can help appeal to millennials a bit more than other groups. To stay competitive, be sure to pay attention to trends as well as these three things that millennials want.
Sources:
(1): 2016 Generational Consumer Trend Report
1. Changing seasons, changing drinks
Younger consumers are more likely than older consumers to change their beverage preferences seasonally and order iced or frozen beverages when it’s warm out. For that reason, it’s important to offer both cold and hot coffee options, including the tried-and-true iced coffee, and increasingly popular cold-brew and nitro coffee drinks. Cold brew has been particularly intriguing for some, with 22% of consumers saying they’d consider ordering it if it was available.(2) This type of coffee has a smoother, richer flavor than traditional iced coffee, making it a great option for consumers who are looking to try something new.
Seasonal flavors are also a great way to draw in consumers, particularly in the fall when pumpkin spice coffee and pumpkin coffee drinks are in high demand. Other flavors, like salted caramel and peppermint mocha (3), can be good ideas for wintertime drinks.
Sources:
(2):2016 Beverage Consumer Trend Report
(3):Technomic’s MenuMonitor
2. Customization is key
According to Technomic’s 2016 Beverage Consumer Trend Report, 39% of consumers say that a wide variety of beverage types offered is an important attribute when they’re choosing where to purchase a drink.(4) So what does that mean for your coffee program? Operators should offer a variety of coffee options—some popular options include Colombian, French and Guatemalan—as well as different roasts—light, medium and dark. Decaf should be available for those who are trying to limit their caffeine intake, and when it comes to creamers or milks, offering flavored creamers and nondairy milks are two ways to appeal to millennials. Even if they don’t follow a special diet, they may be interested in trying nondairy options in their coffee.
Additionally, in Technomic’s 2016 Beverage Consumer Trend Report, 42% of consumers say they are more likely to purchase a beverage that is organic (5), while 38% of consumers ages 18-34 say it’s important that they purchase fair trade coffee, according to Technomic’s 2015 Breakfast Consumer Trend Report.(6) Offering these options can boost sales for consumers who want these types of drinks.
You can also offer flavor syrups for consumers to add to their coffee. Popular flavors at c-stores include vanilla, hazelnut, chocolate and caramel.(7) Sugar-free versions of flavor syrups are also a good idea to keep in stock, for customers who want the flavor without the sugar or calories.
Sources:
(4):2016 Beverage Consumer Trend Report
(5):2016 Beverage Consumer Trend Report
(6):2015 Breakfast Consumer Trend Report
(7):Technomic’s MenuMonitor
3. Fresh-brewed options
There’s nothing better than a fresh, hot cup of coffee. Sometimes, though, coffee pots sit unfinished for a little too long, and the final cups may not be as delicious as they could be. In Technomic’s 2016 Beverage Consumer Trend Report, 70% of consumers say they are more likely to purchase a beverage that’s fresh brewed.(8) In c-stores, offering single-cup brewing systems is a great solution. Any time of day, consumers can come in and choose the exact drink they want, and it’ll be ready to go in just a few seconds. What’s not to love?
Sources:
(8):2016 Beverage Consumer Trend Report
Meet Millennial Demands with Keurig Green Mountain
Offer the freshly brewed beverages millennials want with a Keurig Green Mountain program.
Variety
Let them customize their cup with a wide variety of coffee roasts and blends, teas, cocoas and other beverages. You can appeal to a broad customer base as well as meet daypart/menu part demands.
Seasonal
Seasonal/flavor interest is four times higher today than it was five years ago for millennials.* Stay on-trend with popular seasonal flavored beverages such as Pumpkin Spice, Island Coconut® and more.
Fair Trade and Organic
Give millennials a reason to love your specialty coffee with responsibly sourced, feel-good Fair Trade and organic blends.
*Source: 2014 National Coffee Association, Flavor & Fragrance Specialties, Inc.
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