Interesting data about millenials regarding the use of coffee, instant coffeee and specialties. The information was picked up from our research presentatons made by our agency for different projects.

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Millennials on coffee

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They want to achieve value by being engaged in the advertising
process, social interactions, and other facets of the interactive
marketing process.
Personality of millennials
Millennials drink more specialty coffee than any other generation.
Members of this generation are personable. They want to be heard and
engaged. They desire opportunities to connect with others, and they
value experiences above all.
Millennials are multitasking pros and can juggle many responsibilities at
once. This also means that they are easily distracted and can easily lose
their mood of doing something .
They are on a tight schedule and they’re used to have every hour of
their day filled with structured activity. They may struggle with handling
free time and time management in general.

4. …whereas on average, older
millennials started drinking coffee at
age 17.
Among young millennials today, the
average age of coffee initiation is 15…
4

5. Interesting facts about
Millenials on coffee
5Drinking
Millennial generation is drinking more
coffee than any previous generation of the
young adult cohort.
Experience
Millennials have shifted the value
proposition, placing their experience
above the product. They want to be heard
and engaged. They desire opportunities to
connect with other, and they value
experiences above all.
MOMENTs oriented
They are significantly less likely than all
other generations to drink coffee at
breakfast, and more likely to drink coffee
at lunch, afternoon, dinner, and evening by
connecting the moments of the day with
existing moods .
Specialty Favorite
Millennials are more likely than older
generations to consume specialty coffee
beverages. The increase in specialty coffee
consumption appears to be driven by
espresso-based beverages, the favorite of
this generation.

6. 51%
35%
21%
69%
Some statisticsfor millennials on coffee
6
Daily coffee consumption
among ages 18-34
People ages 18-24
drink specialty coffee daily
People ages 18-24
drank espresso-based
beverages daily
Single-cup consumers drink
more single-cup coffee than
brewed pot coffee

7. 58%
Drink hot brewed coffee
47%
Drink hot specialty coffee
33%
Drink Frozen/Blended Coffee
31%
Drink Iced Coffee
7
Beverage desirability to help start your day

8. 25%
Drink hot brewed coffee
26%
Drink hot specialty coffee
39%
Drink Iced Coffee
41%
Drink frozen/Blended Coffee
Beverage Desirability for refreshment
8

9. Drink hot brewed coffee
Drink hot specialty coffee
Drink Iced Coffee
Drink frozen/Blended Coffee
21%
27 %
31 %
40 %
Beverage Desirability as a snack or dessert 9

10. MILLENIALS AS COFFEE CONSUMERS
For Millennials, coffee represents a variety of experiences around. Starting with the coffee shops are more linked to
technology, spaces for studying, personalization of the beverages, allowing the young millennials be more connected with the
place by having an experiences. Thus, consumers are not just drinking coffee anymore, but looking for different experiences.
In addition, coffee consumption is increasingly becoming a status issue.
The most popular market on instant coffee
consumption tend to be the ones without a
strong tradition of coffee drinking. It's
basically an entry point of
penetration market: recruitment of new
consumers.
The level of instant coffee is lower and
specialty coffee consumption is on the rise.
For consumers with a high frequency of
visits to coffee shops, drinking standard
instant coffee in the home may not be
appealing
They now see the coffee poducts as a
refreshment reward, or snacks that
understands certain moods or that create
moments during a normal/full/stressing day.
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