As millennials age and iGeneration consumers gain buying power, their consumption habits of coffee beverages are growing and changing. In conjunction with health-and-wellness trends and functional benefits, coffee has become a go-to category for these consumers who look for premium, specialty and value-added products.
“The U.S. coffee market and its respective segments have all performed well over the past year,” says Chrystalleni Stivaros, analyst at Los Angeles-based IBISWorld. “The number of people consuming coffee on a regular basis has increased, particularly among youth.”