27% of Young Adults Drink Coffee Daily

CHICAGONew market research from Mintel suggests coffee marketers need to focus marketing efforts on younger customer in order to convert them into everyday coffee drinkers to ensure long-term growth in the sector.

Statistics indicate that while 66 percent of Americans down a cup o joe daily, sales have remained relatively unchanged in recent years due largely to the sectors loyal, older customers. Demand for coffee is strong among those aged 45 years and older, and those over age 55 are the fastest-growing segment of coffee drinkers. Research also found that while 40 percent of 18- to 24-year-olds believe coffee improves their concentration, only 27 percent drink coffee on a daily basis.

Young adults are somewhat more likely than over-55s to associate negative health consequences with coffee consumption," said Bill Patterson, senior analyst at Mintel. Among young adults in particular, understanding the choice between energy drinks and coffee needs significant marketing focus. If coffee companies cant convert these younger drinkers to everyday users, long-term growth may suffer."

Younger coffee drinkers also (40 percent) prefer sweetened coffee drinks to plain coffee (compared to 22 percent of 45- to 54-year-olds. And only 28 percent of 18- to 24-year olds like the taste of coffee on its own, compared to 53 percent of 45- to 54-year-olds.

Another obstacle coffee companies face when targeting a younger demographic is they often prefer to visit cafes for their caffeine fix.

Offering products that are similar to those found in popular cafes, but can easily be prepared at home or at the office could prove successful with 18- to 24-year-old reluctant drinkers," he said.

The research also found 22 percent of 18- to 24-year-olds like to have a cup of coffee on hand when theyre running errands, while 46 percent like to relax with a cup of coffee.