millennials on coffee
TRANSCRIPT
YOUR NEW PARTNER FOR
CREATIVE & STRATEGICADVERTISING CAMPAIGNS
3
They want to achieve value by being engaged in the advertising process, social interactions, and other facets of the interactive marketing process.
Personality of millennials
Millennials drink more specialty coffee than any other generation. Members of this generation are personable. They want to be heard and engaged. They desire opportunities to connect with others, and they value experiences above all.
Millennials are multitasking pros and can juggle many responsibilities at once. This also means that they are easily distracted and can easily lose their mood of doing something .
They are on a tight schedule and they’re used to have every hour of their day filled with structured activity. They may struggle with handling free time and time management in general.
4
…whereas on average, older millennials started drinking coffee at age 17.
Among young millennials today, the average age of coffee initiation is 15…
Interesting facts about Millenials on coffee
5DrinkingMillennial generation is drinking more coffee than any previous generation of the young adult cohort.
ExperienceMillennials have shifted the value proposition, placing their experience above the product. They want to be heard and engaged. They desire opportunities to connect with other, and they value experiences above all.
MOMENTs orientedThey are significantly less likely than all other generations to drink coffee at breakfast, and more likely to drink coffee at lunch, afternoon, dinner, and evening by connecting the moments of the day with existing moods .
Specialty FavoriteMillennials are more likely than older generations to consume specialty coffee beverages. The increase in specialty coffee consumption appears to be driven by espresso-based beverages, the favorite of this generation.
6
51%
35%21%
69%
Some statisticsfor millennials on coffee
Daily coffee consumptionamong ages 18-34
People ages 18-24 drink specialty coffee daily
People ages 18-24 drank espresso-based
beverages daily
Single-cup consumers drink more single-cup coffee than
brewed pot coffee
7
58%Drink hot brewed coffee
47%Drink hot specialty coffee
33%Drink Frozen/Blended Coffee
31%Drink Iced Coffee
Beverage desirability to help start your day
8
25%Drink hot brewed coffee
26%Drink hot specialty coffee
39%Drink Iced Coffee
41%Drink frozen/Blended Coffee
Beverage Desirability for refreshment
9
Drink hot brewed coffee
Drink hot specialty coffee
Drink Iced Coffee
Drink frozen/Blended Coffee
21%
27 %
31 %
40 %
Beverage Desirability as a snack or dessert
10
MILLENIALS AS COFFEE CONSUMERSFor Millennials, coffee represents a variety of experiences around. Starting with the coffee shops are more linked to
technology, spaces for studying, personalization of the beverages, allowing the young millennials be more connected with the place by having an experiences. Thus, consumers are not just drinking coffee anymore, but looking for different experiences.
In addition, coffee consumption is increasingly becoming a status issue.
The most popular market on instant coffee consumption tend to be the ones without a
strong tradition of coffee drinking. It's basically an entry point of
penetration market: recruitment of new consumers.
The level of instant coffee is lower and specialty coffee consumption is on the rise.
For consumers with a high frequency of visits to coffee shops, drinking standard instant coffee in the home may not be
appealing
They now see the coffee poducts as a refreshment reward, or snacks that
understands certain moods or that create moments during a normal/full/stressing day.
11
PRESENTATION MADE BY
A NEW ANGLE FOR YOUR BUSINESS CHALLANGES
Str. Alizeului, nr 3, District 6, Bucharest.
12
MARKETING STRATEGYOur core is based on strategy. Advertising is a business function and we treat it as such. For us, creativity comes with insights & numbers.
DESIGN & VIDEOWe can express our thoughts in drawing.
We can handle 2D & 3D design, no matter if it is print, digital or video.
INTEGRATED CREATIVE CAMPAIGNS
We train our creativity as we train our muscles. We are all experienced in developing and implementing
creative concepts, across all media & channels.
EVENTS & ACTIVATIONS
The immersive component of a brand is one of our favorite angles. From a product
launch to a national road-show, you can name it. We experienced them all.
CONTENT MARKETING & PRThe quality of content and its channels of distribution
are any brand’s priorities. With colleagues with extensive TV, radio & print expertise, we are proud to
say we are content creators.
OUR CORE SERVICES THAT YOU CAN ALWAYS RELY ON
SHOPPER MARKETINGMore and more, shopper marketing becomes a key
piece of the marketing puzzle. From POSM, to category management, from promotions to
dedicated retailer campaigns, we can handle it successfully. And we love it!