No 30

Millennials: an Important Segment for Coffee Consumption, Proexport says

December, 2013


Millennials: an Important Segment for Coffee Consumption, Proexport says
Coffee is the favorite drink for a high percentage of Millennials, according to a survey by Euromonitor, what together with new consumption experiences offers important opportunity areas for Café de Colombia.

Global coffee consumption by Millennials, together with new consumption experiences, offers important growth opportunities for exports of high-quality Colombian coffee.

So says María Claudia Lacouture, president of Proexport (the entity responsible for promoting tourism, investment and exports for Colombia), who described an encouraging outlook of opportunities abroad for Café de Colombia.

According to the market survey by Euromonitor on consumer behavior for 15 countries, Lacouture referred that 55.6% of young people between 16 and 25 years old chose coffee as their favorite drink.

In such countries as South Africa (74.1%), Turkey (68.4%), India (65.9%), Russia (64.1%), Colombia (62.5%), Mexico (59.6%), Philippines (57.5%) and Brazil (56.6%), the percentage of Millennials preferring coffee is very high. In addition, in countries with a large population such as China and Indonesia, 42.3% and 50.8% of their Millennials , respectively, prefer coffee.

Among main coffee buying countries, the percentage of Millennials who see coffee as their preferred drink also represents an important opportunity: USA (43.0%), Japan (38.1%) and Germany (50%).


“For Millennials, coffee represents a variety of experiences around. Coffee shops are now very linked to technology (wifi for the internet) and are spaces for studying, allowing young people to come and sit to do two things at the same time,” Lacouture said.

These coffee preference percentages join other global trends, such as more specialized consumers demanding high-quality and premium products. “Consumers are not just drinking coffee anymore, but looking for different experiences. In addition, coffee consumption is increasingly becoming a status issue: it is not simply going to a coffee shop to sit and drink a coffee cup, but the experience behind the cup,” Lacouture noted.

Other global trends highlighted by Proexport are growth of number of specialized coffee shops (in India there are more than 1,400 coffee shops by a single company); a growing demand of certified and sustainable coffees (environmental, social and fair-trade awareness); expansion of the barista culture; constant innovations in packaging and presentations (capsules and pods) and products with a history to be told (differentiation and traceability). It must be highlighted that Café de Colombia, through its relationship with brands of 100% Program members, has achieved important progresses for all these trends.



Aware of them, several members of the 100% Program have taken firm steps in this direction, with clear strategies on differentiation and origin coffees promotion.

In this context, the Colombian Coffee Growers Federation (FNC) and Proexport signed a strategic agreement, to be developed in 2014, for joint promotion of exports of added-value roasted coffee, which will support especially small producers of specialty coffees.


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