Automatic Merchandiser - 9

Midwesterners
are least likely to
order decaf

Espresso is about 15%
more popular among
coffee drinkers in the
Northeast than in the
Midwest

Gourmet coffee and cold
brew is nearly 50% more
popular on the West Coast
than in the South

Consumption of gourmet coffee, which
is brewed from premium coffee beans,
has risen 25% in that time period.
TRENDS BY AGE GROUP

Different age groups have varying preferences in coffee. Millennials are more
likely to enjoy frozen, blended coffee in
comparison to other age groups. About
half reported that they had consumed
a gourmet coffee beverage in the past
week, the survey found. They also steer
toward straight espresso; 22% drink it
at least weekly.
In comparison, 43% of seniors
drink at least one cup of traditional
coffee per day, and only 7% of them
drink espresso weekly. They are also
much less likely than young adults to
consume coffee during lunch. Instead,
they are more likely to drink coffee
with breakfast, at about 90% consumption during that daypart, while only
about 70% of Gen Z coffee consumers
drink it with breakfast.
COFFEE PURCHASING TRENDS

OCS operators may want to prioritize
providing coffee that is environmentally sustainable; the survey found that
53% of coffee drinkers want coffee that
is produced with coffee farmers and the
environment in mind.

Southerners are
25% more likely than
Northeasterners to
seek frozen blended
coffee

Also notable is that about onefourth of Americans who ordered coffee outside the home in the past week
ordered it via an app. This suggests
consumers are prioritizing convenience with coffee pickup and delivery
over physically entering a brick-andmortar store.
Traditional drip coffee makers
have declined in popularity since 2015,
with a drop of about 25%. Since 2015,
about 50% more people own a singlecup brewing machine, and the same
increase has been seen for daily coffee
drinkers who buy coffee at a drivethrough, whether that is in a quick service restaurant, café or similar locale.
That number is especially relevant
during COVID-19, as some regions
have limited restaurants and cafes to
solely providing products via drivethrough or curbside pickup, instead of
allowing customers to enter buildings.
However, higher volume causes consumers to experience an increased wait
time for drive-through, pickup or carry
out. This provides an opportunity to
operators to provide a more convenient
option through OCS.

U.S. REGIONS WHERE COFFEE
PRODUCTS THRIVE

Geography is another demographic factor that illustrates differences in coffee
consumption. The NCA defined areas
by the U.S. Census regional divisions.
The Northeast tends to see more
dark roast, decaf and espresso-based
beverage consumption in comparison
to some other regions, while cold brew
is more popular on the West Coast,
which is also a leader for gourmet coffee consumption.
Understandably, Southerners
are 25% more likely to desire frozen
blended coffee than those who live in
the Northeast. However, cold brew is
about 50% more popular on the West
Coast than it is in the South.
COFFEE OUTLOOK

While the COVID-19 pandemic has
certainly influenced OCS, Americans
will surely continue to crave coffee. It
will be interesting to review next year's
survey results to gain a better understanding of how COVID-19 affected
U.S. coffee consumers' preferences,
especially as more Americans return to
the workplace. ■
June/July 2020 * VendingMarketWatch.com

9


http://www.VendingMarketWatch.com

Automatic Merchandiser

Table of Contents for the Digital Edition of Automatic Merchandiser

Editor's Note: Staying Strong
Industry News
OCS Update
State of the Industry - 2019: Another Record Breaking Year For Operators
Small Op: How to Increase Sales and Profits
Design for Durability
Why Micro Market Promotions Still Matter
All in the Family
Classifieds
Social Hubs
Automatic Merchandiser - 1
Automatic Merchandiser - 2
Automatic Merchandiser - 3
Automatic Merchandiser - Editor's Note: Staying Strong
Automatic Merchandiser - 5
Automatic Merchandiser - Industry News
Automatic Merchandiser - 7
Automatic Merchandiser - OCS Update
Automatic Merchandiser - 9
Automatic Merchandiser - State of the Industry - 2019: Another Record Breaking Year For Operators
Automatic Merchandiser - 11
Automatic Merchandiser - 12
Automatic Merchandiser - 13
Automatic Merchandiser - 14
Automatic Merchandiser - 15
Automatic Merchandiser - 16
Automatic Merchandiser - 17
Automatic Merchandiser - 18
Automatic Merchandiser - 19
Automatic Merchandiser - Small Op: How to Increase Sales and Profits
Automatic Merchandiser - 21
Automatic Merchandiser - 22
Automatic Merchandiser - 23
Automatic Merchandiser - Design for Durability
Automatic Merchandiser - 25
Automatic Merchandiser - 26
Automatic Merchandiser - 27
Automatic Merchandiser - Why Micro Market Promotions Still Matter
Automatic Merchandiser - 29
Automatic Merchandiser - 30
Automatic Merchandiser - 31
Automatic Merchandiser - All in the Family
Automatic Merchandiser - 33
Automatic Merchandiser - 34
Automatic Merchandiser - 35
Automatic Merchandiser - Classifieds
Automatic Merchandiser - 37
Automatic Merchandiser - Social Hubs
Automatic Merchandiser - 39
Automatic Merchandiser - 40
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