Generation Z and young millennial consumers are driving RTD market trends
Top industry trends to watch, according to the latest market research.
US cold brew has emerged as a vibrant growth segment for the global coffee market.
Related Resources: RTD & Cold Brew
The NCA Cold Brew Toolkit & FAQ
Science-based guidance for the coffee industry
NCA Coffee Market Snapshot Reports
25% discount extended for a limited time only!
Webinar: What’s Brewing in RTD Coffee
Featuring Mintel
The following post is adapted from the Tea & Coffee Trade Journal Editor’s Blog
The weather is turning cooler — but RTD coffee does not seem to need hot weather to entice consumers. The appeal is already there and growing.
According to research from the Mintel Global New Products Database (GNPD), in 2017 approximately one in five (19%) global new coffee launches was iced, ready-to-drink (RTD), up from 16% in 2015.
“Chilled” coffee is surging in the United States, growing at least 10% annually between 2013-17, per the London-based Mintel’s’ report. In fact, more than half (56%) of new RTD coffee launches in the US were cold brew in 2017, up from 38% the prior year.
Further evidencing RTD coffee’s popularity, Rabobank figures also show that RTD coffee has had significant growth in the US with 14% CAGR for last 5 years in the US (4% globally).
Industry Innovation
Globally, Japan leads in RTD coffee innovation, representing 18% of all iced RTD coffee launches last year.
The US follows, accounting for 13% of these launches in 2017, up from 10% in 2016.
RTD coffee is also building momentum in China; Mintel projects annual growth of around 20% in the next five years as RTD grabs more share from instant coffee.
Gen Z, Obviously
Europe has been slower to follow the iced coffee boom, but Mintel forecasts strong potential among younger drinkers — Generation Z and young millennial consumers. Two-thirds (66%) of UK 18-24-year-old coffee drinkers think chilled coffee is a good alternative to sugary drinks, compared with a quarter (26%) of drinkers aged 45+.
This mimics what is happening in the US where younger drinkers, who are less ingrained in the habit of drinking hot coffee, have driven RTD coffee growth. About 68% of US 18-34-year-olds currently consume single-serve RTD coffee compared with 43% of all adults.
The NCA 2018 National Consumer Drinking Trends (NCDT) Study further segments younger drinkers showing that 20% of 13-18 year olds, 16% 19-24 year olds and 10% of 25-34 purchased RTD coffee in the past day.
Gradual Global Appeal
But not everyone is jumping on the RTD coffee bandwagon.
Despite its growing global appeal, Europeans remain resistant to the lure of iced coffee. While Spanish consumers are most likely to have tried iced/chilled coffee in Europe, Mintel finds that only 10% have actually purchased it either from a store or online. Meanwhile, in ‘coffee-purist’ countries like France and Italy, purchase of iced/chilled coffee among all adults is just 3% and 4%, respectively.
Jonny Forsyth, associate director, Mintel Food & Drink, in the report, said, “Global investment in chilled RTD coffee has increased as producers target a younger drinker who enjoys the format’s taste, refreshment and indulgence.”
He noted that RTD coffee is proving a better format for innovation than other hot-serve formats and, “in 2017, manufacturers continued to push the format’s boundaries. Cold brew is helping to premiumise the RTD category and is growing fast in the US, albeit less so in other markets.”
What’s Next
New product launches of iced coffee have reached record highs globally. But US cold brew has emerged as a vibrant growth segment of chilled coffee and could prove to be the tipping point for take-up of cold coffee in Europe.
“The key to success lies with the younger generation who have been introduced to chilled coffee in branded coffee shops, which are growing quickly in Europe,” Forsyth said.
However, we’re learning that younger consumers – Generation Z specifically – respond to advertising and marketing differently. Those companies with RTD coffee lines (or those looking to launch RTD coffee products) to need to understand how to properly target them or risk losing current and potential customers.
Sustainability, transparency, traceability, uniqueness, and a variety of flavors and choices (such as non-dairy options) appeal to the younger demographic, so it’s essential to keep these factors top of mind when entering the RTD coffee market.
Read the original post at Tea & Coffee Trade Journal
Share your thoughts on the global RTD coffee market in the comments below
Related Resources: RTD & Cold Brew
NCA Coffee Market Snapshot Reports
25% discount extended for a limited time only!
Webinar: What’s Brewing in RTD Coffee *
Featuring Mintel
The NCA Cold Brew Toolkit & FAQ
Science-based guidance for the coffee industry
* NCA member login required. Learn more about NCA membership
Learn more about the NCA National Coffee Drinking Trends Report
National Coffee Association Blog 