Companies must get down with the coffee-drinking kids

摘要

Coffee manufacturers must appeal to the younger consumer if the market is to sustain long-term growth, according to market researcher Mintel.rnA third, 33%, of consumers aged 16 to 24 and 57% of those aged 25 to 34 drink coffee at home. This compares with three quarters, 75%, of those aged 35 to 44. "The issue with the younger end of the market is that these consumers don't drink instant coffee, which is the largest part of the market, so the big brands need to tap into this age group," says Ben Perkins, head of food and drink research at Mintel. "Indeed, long-term growth in the market will very much depend upon how coffee brands can make coffee drinkingrnappealing to a younger audience."