Lavazza's Ready-to-Drink Cold Brew Coffee Speaks to Younger Demographics
Laura McQuarrie — April 29, 2022 — Lifestyle
References: Lavazza.us & prnewswire
Knowing that coffee drinkers are looking for coffee options that are convenient to enjoy and sophisticated, family-owned Italian coffee company Lavazza launched organic, ready-to-drink premium cold brew coffee cans. Created to support a grab-and-go lifestyle, the new assortment of canned coffee products includes both dairy and non-dairy options.
Some of the premium cold brew coffee products that can now be enjoyed from the brand include Classic Cold Brew, Nitro Cold Brew, Cappuccino Cold Brew with Milk, and Double Shot Cold Brew with Oat Milk.
Davide Riboni, CEO of Lavazza US, recognizes, "Premium, organic, ready-to-drink coffee is growing at a rate nearly 39% faster than packaged coffee. This is due in part to younger, American coffee drinkers' preference for cold and iced coffees, which makes this market one of the most dynamic."
Some of the premium cold brew coffee products that can now be enjoyed from the brand include Classic Cold Brew, Nitro Cold Brew, Cappuccino Cold Brew with Milk, and Double Shot Cold Brew with Oat Milk.
Davide Riboni, CEO of Lavazza US, recognizes, "Premium, organic, ready-to-drink coffee is growing at a rate nearly 39% faster than packaged coffee. This is due in part to younger, American coffee drinkers' preference for cold and iced coffees, which makes this market one of the most dynamic."
Trend Themes
1. Premium Cold Brew - Opportunity to innovate and corner the market on organic, grab-and-go cold brew coffee products that appeal to younger demographics.
2. Non-dairy Options - Opportunity to capitalize on the increasing demand for non-dairy coffee products in the ready-to-drink coffee market.
3. Convenience - Opportunity to create more convenient coffee products that align with the grab-and-go lifestyle of younger coffee drinkers.
Industry Implications
1. Coffee - Opportunity for coffee companies to expand their ready-to-drink product line with premium, organic, and non-dairy cold brew options that cater to the growing market for convenient, sophisticated coffee products.
2. Packaged Foods & Beverages - Opportunity for packaged food and beverage companies to enter the fast-growing ready-to-drink coffee market by offering a diverse range of premium, organic, and non-dairy cold brew options that appeal to younger demographics.
3. Grocery - Opportunity for grocery stores to cater to the growing demand for premium, organic, and non-dairy ready-to-drink coffee products, and attract younger consumers with grab-and-go options that align with their busy lifestyle.
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