Findings:
Increase in out-of-home coffee purchases, with a significant number of consumers choosing to buy rather than brew at home.
Growing interest in sustainable, organic products, and ethical sourcing.
A rise in non-dairy milk alternatives, particularly oat milk, and increasing consumption of matcha and functional ingredients like collagen and protein boosters.
Key Takeaway: Consumers, especially younger ones, are increasingly prioritizing convenience, health-conscious choices, and sustainability in their coffee consumption, showing a shift toward plant-based and functional add-ons.
Trend: More consumers are buying prepared coffee from cafes, and there's growing demand for organic, sustainable, and health-enhancing coffee products.
Consumer Motivation:
Convenience: Preferring to buy coffee rather than brew at home.
Health: Seeking functional ingredients for beauty and wellness benefits.
Ethical Consumption: Willingness to pay more for sustainable and organic coffee options.
What is Driving the Trend:
The busy lifestyles of consumers, particularly younger adults.
Increased awareness of environmental impact and sustainability.
Growing health consciousness, with a focus on functional ingredients.
People the Article Refers To:
Primarily Gen Z and Millennials, aged 18-34, as they are the most willing to pay for functional add-ons and sustainable coffee.
General adult population of the U.S. and Canada.
Description of Consumers:
Coffee drinkers aged 18-34 are more likely to seek out functional ingredients (e.g., collagen, protein) and non-dairy milk alternatives (e.g., oat milk).
This age group is also more inclined to purchase coffee from cafes multiple times per week.
Product or Service:
Coffee, non-dairy milk alternatives (oat milk, almond milk), and functional coffee add-ons (collagen, protein boosters).
Conclusions: Brands need to adapt to the growing consumer demand for convenience, health, and sustainability in coffee products. Plant-based and functional options are crucial for capturing younger consumers.
Implications for Brands:
Brands should focus on offering sustainable, organic, and ethically sourced coffee.
Expanding plant-based and functional ingredient offerings will be key to attracting younger consumers willing to pay a premium.
Oat milk is a must-have in product lines, given its rapid dominance in the non-dairy segment.
Implications for Society:
As ethical consumption increases, society may witness a shift toward more eco-conscious habits and a focus on the environmental impact of everyday products.
Coffee culture is evolving into a wellness experience with health-boosting add-ons becoming mainstream.
Implications for Consumers:
Consumers will have access to more diverse, health-conscious coffee options, but at a higher price point for sustainable and functional products.
Increased awareness of ethical and environmental factors may influence broader consumption habits beyond coffee.
Implication for the Future:
Continued growth in plant-based and functional coffee products.
Expectation for ethical, sustainable sourcing to become standard practice in the coffee industry.
Consumer Trend: Rise in out-of-home coffee consumption with increased interest in sustainability and functional coffee products.
Consumer Sub-Trend: Growth in the use of plant-based milks, especially oat milk, and the addition of functional ingredients like collagen and protein to coffee.
Big Social Trend: Health and wellness-driven consumption, focusing on functionality and sustainability in everyday products.
Local Trend: Increased out-of-home coffee purchasing in North America, especially in urban areas where cafes are more accessible.
Worldwide Social Trend: A shift toward plant-based, sustainable, and ethically sourced products is part of a global movement toward conscious consumption.
Name of the Big Trend Implied by Article: Health-Conscious Convenience.
Name of Big Social Trend Implied by Article: Sustainable and Ethical Consumption.
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