On trend over ice

Friday, August 18, 2017

Cold Brew is One of the Fastest Growing Coffee Categories

Bolder prices, bolder flavor1

After taking off at third-wave coffee shops, cold brew coffee has worked its way onto all types of establishments’ menus – and for a number of reasons.

Using on-trend products such as cold brew coffee allows foodservice operators to stay ahead of the curve and keep customers coming back.2 Incorporating cold brew takes a beverage menu to the next level. With other operators taking advantage of this popular cold beverage, foodservice operators have the option to transform cold brew into captivating original menu items that drive profit.

Incorporating alternative milks into cold brew coffee beverages is especially intriguing to people on high protein diets. Almond, hazelnut, and rice milks have grown by 60% on restaurant menus since 2011.3

Cold brew is on 2.2% of menus across the U.S., having grown about 49% from 2015 to 2016, and almost 529% from 2012 to 2016.4

Cold brew sells at a higher price than hot-brewed coffee or iced coffee and, with time-saving cold brew coffee concentrates, operators can offer an on-trend item without risk of wasting ingredients or spending time training employees to make cold brew from scratch.

 

Preferred methods of customization 5

  • 25%: Add sweetener
  • 23%: Add dairy
  • 26%: Add sweetener and dairy
  • 15%: Black

 

Operators Drive Sales with Cold Brew Coffee

Establishments seek out exciting ways to drive sales. Cold brew offers that opportunity – especially since it is an on-trend beverage option that can improve menus.

 

Operators across segments believe expanding their menus will drive increased sales.1

  • Business & Industry: 54%
  • Colleges & Universities: 36%
  • Convenience stores: 47%
  • Quick service restaurants: 28%
  • Fast casual restaurants: 27%

Master Barista for nestlé
Ola Persson

“Cold brew is growing in popularity in the U.S., Canada, and even Europe, especially more luxurious drinks such as cold brew mixed with birch water, coconut milk, or served from a nitro tap.”

 

Sources:

1. Datassential, Coffee Flavors & Seasonality, January 2017
2. Datassential, PULSE – Market Overview, May 2016
3. Datassential, Next Generation Coffee Rituals, August 2016
4. Datassential, Cold Brew Food Profile, March 2017
5. Givaudan Flavors, Why Explore Cold Brew Coffee? June 2016