Cold coffee can give you a cool-down in the summer heat, but who actually drinks iced coffee? With global temperature rises and environmental issues making regular news headlines, iced coffee is an interesting way to enjoy our favorite hot beverage in cool new ways. It’s also a great alternative for those looking for a drink in the morning that isn’t tea or coffee. By looking at some of the many lifestyles and cultures which are consuming cold coffee drinks, as well as any potential health benefits, we can start to understand who is drinking iced coffee and why.
Iced coffee drinks have seen a huge surge in popularity in recent years, especially in the US. Coffeehouse visits have shot up by 38% since 2010. Of those in the 18-34-year-old bracket, 81% reported having visited a coffee shop in the last six months – even higher than those over 35. Cold coffee’s flavor profile isn’t something one can acquire overnight, so it seems this younger generation has become a key growth engine for the iced coffee industry.
For those hip to the trends, however, cold coffee has become just another drink choice. Aside from being a refreshing beverage, some have cited potential health benefits to drinking chilled coffee drinks, too. One of iced coffee’s unique traits is its level of caffeine: it retains roughly the same amount as hot coffee, yet the average iced coffee has fewer calories than the average hot one.
The markets where iced coffee drinks are drank vary hugely. Outside of the US and Europe, parts of Asia and the Middle East remain key iced coffee drinking regions. In more tropical regions, igloo cafes and outdoor kiosks can be found stocked with all kinds of iced coffee drinks, while further north, even Scandinavia has adopted iced coffee as a summer refreshment. That’s not to mention Malaysia’s famous Teh Tarik, poured from a dizzying height to achieve just the right foam texture, and Japan’s cold brew coffee, which uses coarse ground beans, steeped overnight in cold water.
It’s safe to say there’s a method for every coffee lover. From the average consumer looking for a fast fix in the coffee shop, to the dedicated home barista treating coffee-making like a science, there’s something for everyone. However, most coffee shops won’t just heat up coffee – they’ll use a myriad of methods, from slow and fast infusion, to thermochemical brewing. Slowly ground coffee, unfiltered and unheated, is a great way to control the flavor while reducing acidity and still retaining the caffeine.
Although cold brew might be the new kid on the block, the old-school method of iced coffee remains evergreen. Iced classic drinks are popular because they’re so easy to make. All you need is hot coffee and a decent-sized cup of ice, and in a few cold seconds you can enjoy your own chilled, caffeine-infused beverage. Depending on your setup and preferences, you can also experiment with flavored syrups and milks, different types of coffees, and a variety of grinds and temperatures.
Though this is nothing new, iced coffee still carries certain connotations of a ‘hipster’ lifestyle. But regardless of trendiness, the product itself is a comfortable combination for those who prefer tea but still have a caffeine craving – and for those who just dig a coffee fix, it’s just a great way to enjoy coffee without having to suffer the heat. Iced coffee is becoming one of the freshest drinks on the market. Who drinks iced coffee? Everyone from young and old, health-concious and caffeine-addicted, to coffee novices and veteran baristas.
Market Factors
Iced coffee companies have experienced rapid growth in the last few years, and this has been spurred on by the increase in consumer demand and improved availability. An example of this is Starbucks. When they opened their first location in 1971, they sold iced espresso drinks, which quickly became a key driver in their growth and eventual success. And more recently, the rise of secondary cold coffee drinks such as cold brew, nitro, and even almond and oat milk-based lattes, have served to further increase demand for a wider range of iced coffee options.
Meanwhile, on the other side of the market, companies have been finding ways to make their iced coffee offerings more accessible to customers. Many larger chains, such as Starbucks and Dunkin’, now offer delivery services, making it easier for customers to grab a cold coffee even when they’re on the go. And companies such as Blue Bottle and Stumptown have created different formats for their iced coffees, such as canned and bottled versions, which make it easier for customers to enjoy a cold caffeine fix without having to wait in line.
The availability of these products has in turn driven down prices. It’s now possible to find iced coffee offerings that cost as little as a few dollars, making it a lot more affordable for the average consumer. This has opened up the market to a much wider range of customers and has created a boom in the iced coffee industry.
Sales and Marketing Strategies
Iced coffee companies have been looking for creative ways to reach new customers, but one of the most effective tactics has been to focus on creating more niche products. Rather than simply offering iced coffee varieties, companies have been experimenting with creating unique drinks, such as nitro and cold brew coffees. These offerings have been able to cater to a more select group of customers, who may be willing to pay more for a more unique taste experience.
Another key factor has been the use of social media. Companies such as Starbucks and Dunkin’ have heavily invested in creating digital platforms that help to engage customers and to spread the word about their products. This has helped to create a strong brand presence, which has in turn led to more customers being attracted to the iced coffees.
In addition, iced coffee companies have also been experimenting with different types of campaigns. Many have created pop-up shops, where customers can sample different types of cold coffee drinks. Others have taken to using influencers, who can help to promote the brand and their products through social media posts. And in some cases, companies have even taken to using unconventional tactics, such as cashback offers and discount codes, in order to capture the attention of potential customers.
Environmental and Health Impacts
In order to be successful, cold coffee companies must take into account the environmental and health impacts of their products. For example, iced coffee drinks often require more energy and water to produce than hot coffee, as well as more packaging materials. Therefore, companies are looking into ways to make their products more sustainable. This includes switching to more environmentally-friendly packaging, such as recyclable cups, sustainable straws, and biodegradable bags.
In terms of health, many iced coffee companies are focusing on creating healthier products. This includes using natural sweeteners, such as honey or agave syrup, instead of artificial sweeteners. It also involves using non-dairy milks and natural flavorings, in order to reduce the amount of added sugar and calories in their drinks.
Finally, cold coffee companies are also looking for ways to reduce their carbon footprint. This includes investing in renewable energy sources, such as solar panels and wind turbines, in order to power their production processes and reduce their reliance on fossil fuels. This shows that iced coffee companies are aware of their environmental and health impacts, and are looking for ways to reduce them in order to create a more sustainable product.
Conclusion
Iced coffee has become an increasingly popular drink in recent years, with companies all over the world creating new and innovative products. The rise in consumer demand has been driven by a combination of increased availability and improved marketing strategies, as well as the potential health benefits associated with the drink. And with companies looking for ways to reduce the environmental and health impacts of their products, iced coffee looks set to remain a popular option for coffee drinkers for years to come.
