STiR coffee and tea magazine

Volume 5, Number 5

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30 STiR coffee and tea / Issue 5, 2016 (October/November) Zwirnerei a. d. Wutach GmbH P.O. Box 1163 79778 Stühlingen · Germany Phone +49/ 7744/ 9396-0 Fax +49/ 7744/ 9396-20 TEA BAG THREAD FOR ALL TYPES OF TEA-PACKING MACHINES M illennial is a label that has been getting a lot of use lately. Discussions about how to reach this unique target market has dominated several different sec- tors from technology to food. Why the hype? And what does the millennial audience mean to coffee? Plenty. Millennials are rewriting the way that consumers look at coffee. Since 2008, daily consumption of espresso-based beverages has nearly tripled, with millennials making up a large proportion of the purchasers . According to National Coffee Association, in the last eight years, past-day consumption of gourmet coffee beverages increased from 13% to 36% for 18-24-year olds and from 19% to 41% for those aged 25-39. Millennial coffee drinkers are the new face of coffee. Unlike their parents, the ma- jority consume their coffee outside the home. They are not shopping for drip brewers to make a large pot of coffee; this generation explores a much broader range of brew via single cup. They are willing to wait (and pay the price) of authentic flavors from origin released in a custom pour-over. Cold brew is a welcome innovation on the run while on a different day they might eagerly debate the merits of an exacting one drip every 1.5 seconds slow-drip (Kyoto-style) cold brew. And although they don't have deep pockets, with looming college bills and new families, they appreciate the elegance of a hand crafted cup customized specifically for them. Who are the millennials? Millennials were born between 1981 and 1995 which means they are now 21-35 years of age. They were born into technology, and are often called digital natives – the first generation actively engaged online practically from birth. They are tweet, snap-chat, share pics on Instagram, and pack their Facebook timeline with a stream of experi- ences. These coffee drinkers are constantly tuned in and will not only take a picture of their customized drink, they will share the entire experience online. That being said, these individuals are online not look for the best deal, but want to discover brands that they feel reflects their values and beliefs. Coffee Redefined: How Millennials Continue to Shift the Landscape of Coffee By Anne-Marie Hardie

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