Coffee Trends Through the Generations
To ensure the success of your coffee menu in 2024, it is crucial to stay informed about the ever-changing coffee trends among Canadian consumers of all age groups.
Understanding how different generations enjoy their coffee is key to meeting their preferences. Through our partnership with Ipsos, we have gained valuable insights into the diverse coffee preferences of Canadians. We have also discovered the significant impact that age groups and generations have on their coffee choices. In this blog article, we will explore these fascinating findings and provide you with practical insights to help you optimize your coffee offerings for the year ahead.
The Older Generation & Hot and Brewed Coffee
Hot coffee continues to be a top choice among older generations, particularly Boomers and the Silent Generation. It's interesting to note that hot coffee makes up a significant 37.9% of total beverages consumed by Canadians¹. This preference is particularly strong among those aged 57 and above. In fact, a staggering 57.4% of Canadians aged 76 and older prefer hot coffee as their go-to beverage¹. Boomers also show a strong inclination towards hot coffee, with 51.8% choosing it over other options.
If your foodservice establishment caters primarily to this age group, it's crucial to ensure that your coffee offerings align with their preferences. Offering brewed coffee is a simple yet effective way to provide them with the no-fuss, "pick-me-up" beverage they desire.
If you already have a brewed or hot coffee solution for these customers, it's always a good idea to enhance your offering. Consider adding flavored creamers as a quick and convenient way to elevate their coffee experience. By providing this option, you can transform your coffee into a versatile beverage suitable for any time of the day, whether it's a mid-day treat or an evening indulgence.
Millennial and Gen Z Coffee Trends
When it comes to coffee trends and preferences, Gen Z and Millennials have shown a clear inclination towards iced coffee, setting them apart from the older generations. In fact, frozen or iced coffee accounts for over 15% of total beverage orders among Canadians aged 25 and younger¹. This trend also extends to trailing millennials, with approximately 14% of their beverage orders including frozen or iced coffee¹.
But why does Gen Z prefer iced coffee? According to Ipsos research, the appeal of Gen Z towards specialty and iced coffee sourced from foodservice lies in the fact that it cannot be easily replicated at home. Younger cohorts are seeking comfort and a unique experience in their cup.
It is also worth noting that the need for a craveable reward plays a significant role in coffee occasions. In fact, 61% of coffee occasions among Canadians are driven by this need. This further highlights the importance of ensuring your coffee options meet the latest trends and preferences of your customers.
If you're looking to attract younger generations to your coffee menu, it's crucial to ensure that iced coffee and specialty coffee options are readily available. To make your offerings even more enticing, consider introducing limited-time flavors or additions. Limited-time offers (LTOs) have proven to resonate with Gen Z and Millennials, providing them with an opportunity to try new flavors and experiences without significant risk for both your business and the consumer.
What’s more, coffee occasions are largely driven by the need state of a craveable reward. 61% of coffee occasions within Canadians occur because of this¹. This highlights the importance of ensuring an elevated coffee experience for this cohort.
If you’re looking to attract younger generations to your coffee menu, ensure iced coffee and specialty coffee options are available. Make the offer even more attractive by introducing limited-time flavours or additions. limited time offers (LTOs) resonate with this cohort and can allow trial without as much risk for both the operator and consumer.
Multicultural Canadian Coffee Trends
With immigrants making up 20% of the total Canadian population¹, it is crucial to cater to this group for menu success. Interestingly, new Canadians tend to have similar coffee preferences as the younger generations. This is because a significant portion of these cohorts overlap, leading to a shared preference for iced coffee and specialty beverages.
As Canadian coffee trends evolve, your business's coffee menu success will be determined by your ability to adapt to the ever-changing needs and preferences of your customers, and understand how different generations view coffee in their dayparts.
The information presented here offers a general industry perspective and may not directly apply to your specific business operations. Consult with the appropriate subject matter experts before making any business decisions.
1. 2024 Ipsos.® FSM FOODSERVICE MONITOR | SYNDICATED
