Source: communicoffee
The preference of adult consumers under 45 is of particular importance to the office coffee service market, as this demographic accounts for a growing share of the workforce and thus drives the coin Trends in the overall coffee market, according to market research firm Packaged Facts in a recent report titled Office Coffee Service in the US: Market trends and opportunities, 4th edition.
Jennifer Mapes-Christ, from Package Fact, said: “As more and more adults aged 18-24 are joining the Millennials and Gen Xers workforce, even while working from Their preferences are becoming more and more important to the choice of coffee service providers and business owners.
Over the past decade, the office coffee market has expanded steadily, except for the declines in 2009 and 2010 caused by the US economic slowdown. Contributing factors to the growth include positive employment trends, moderate economic growth, the need for companies to offer higher quality coffee and related benefits as part of a retention strategy. employee footing and help improve employee productivity.
In 2009 and 2010, Packaged Facts projected that the office coffee service market will be hit hard by 2020, down nearly 40% as a result of the coronavirus pandemic. Packaged Facts predicts the market will begin to recover in 2021 as more businesses are open throughout the year. However, Packaged Facts does not expect the market to reach a 2019 high in 2024 as more people regularly work from home part-time or full-time, resulting in less demand for coffee products. Coffee in the workplace with a pre-pandemic coffee service.
As mentioned, adults under 45 are essential for future market growth. Young consumers tend to prefer drinks made with espresso and cold brew brews, which offer more sweetness. New coffee drinkers prefer sweet drinks over the sour and bitter flavors of traditional brewed coffee. Coffee drinkers aged 25-39 years (also known as Millennials) have led to an increase in consumption of espresso-based beverages. More business owners can offer more espresso drinks in the workplace to appeal to this group.
The trend of cold brewing and special espresso shifts to the ready-to-drink market in the form of canned and bottled coffee drinks, with consumers aged 18-44 more likely to consume . Offering ready-made coffee drinks at work through the cafeteria or coffee service or through vending machines may better serve some consumers of this age.
Younger consumers are also driving the rise in the premium / specialty / gourmet coffee market. Compared to consumers aged 18-24 (also known as Generation Z adults), coffee drinkers over 60 years old are twice as likely to consume traditional, “unfamiliar” coffee. Workplaces with more young workers may offer more premium / specialty coffees to suit their preferences, while the older workforce may have more traditional options. (eg Folgers, Maxwell House).
People under 55 are also more likely to drink non-dairy alternatives than older consumers, which is important to consider since many people add milk or cream to their coffee. Workplaces that offer coffee to milk should also consider plant-based dairy options for those who prefer not to drink milk from animal sources or who are lactose intolerant.
