Millennials are Changing the World of Coffee: Trends We Saw at SCAA Expo

According to the National Coffee Association (NCA), the market share of specialty coffee continues to increase in 2016, especially among younger audiences. The NCA's 2016 National Coffee Drinking Trends Report found that "between 2008 and 2016, past-day consumption of gourmet coffee beverages soared from 13% to 36% among 18-24-year-olds, and from 19% to 41% for those 25-39." It's clear Millennials are changing the world of coffee, and that was very clear as we explored this year's SCAA Expo in Atlanta. 

Subscription Model

Today's Millennial consumer is all about convenience. From groceries to shoes to electronics, almost everything can be ordered while sitting comfortably at home (or while on the go) with the click of a button. Even better is the automatic delivery model which companies like Amazon.com have made so popular. You choose the product and how often you want it shipped, and voila, you never have to think about it again; perfect for today's busy consumer. The coffee industry has caught on to this trend, offering door-to-door delivery of a consumer's favorite beans, or delivering a variety of new coffees each month based on their origin, type, or the consumer's taste profile.

A Focus on Values (Not Value)

The NCA reports that "more than 50% of Millennials make an effort to buy products from companies that support the causes they care about." A coffee company's philosophy and core values have become more important than the concept of "value," as in finding the most cost-conscious option. Consumers will pay a premium for a brand with values that match their own. Fair trade, organic, green, and sustainable coffee were not just passing fads, these values are here to stay and continue to play a large role in coffee production and product marketing. As a proud SCAA Green Partner, Viking Masek recognizes the importance of eco-conscious values when it comes to packaging.

Coffee and Beer

New this year at SCAA Expo was Uppers & Downers, a special event celebrating the shared parallels between specialty coffee and craft beer. Many top coffee and beer companies have joined forces to create their own custom coffee beers, and consumers are thirsty. From a meager start years ago, coffee beers have become sophisticated beverages similar to wine, with nuances of chocolate and citrus and everything in between.

There's an App for That

Millennial consumers are attached their smartphones, and many consider their phone as the one item they could not live without. This creates a brand new platform on which to reach your consumers by offering interesting content and e-commerce opportunities via mobile apps. There are apps out there that can trace the origin of a consumer's cup of coffee, as well as apps that can facilitate the ordering process.

Packaging Innovation

With coffee being the focus of many Instagram shots, package design is of utmost importance. A tin of coffee is no longer thrown in the cupboard, rather bags of coffee are being proudly displayed in kitchens and often have become an integral part of home decor.

Not only is the look of packaging changing, but the materials are as well. Compostable and eco-friendly packaging materials are quickly gaining popularity as consumers demand more ecological responsibility from companies. Innovative package design and materials, however, are nothing without package integrity. Proper packaging with Modified Atmosphere Packaging (MAP) options ensures your carefully crafted coffee will retain its freshness and flavor, every time.

Sophistication, innovation, and a values-driven approach are important things to remember when targeting the Millennial consumer. With the web at their fingertips, information is freely and quickly accessible to these discerning consumers. With competition increasing, capturing (and keeping) the attention of today's young coffee aficionados requires not only a stellar product but stellar packaging.

Have you been considering implementing packaging automation to bring your roasting operation to the next level? Are you finding it hard to reach an increasingly discerning consumer demographic but aren't quite sure where to start? Check out the transformative journey of our client Mello Joy Coffee: