# Premium Cold Brew Cans Lavazza's Ready-to-Drink Cold Brew Coffee Speaks to Younger Demographics By Laura McQuarrie | Published 2022-04-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/premium-cold-brew References: [prnewswire](https://www.prnewswire.com/news-releases/warmer-weather-calls-for-colder-coffee-as-italian-coffee-company-lavazza-launches-organic-ready-to-drink-cold-brew-cans-301535891.html) & [Lavazza.us](http://Lavazza.us)  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](https://www.trendhunter.com/trends/nitroinfused-cold-coffee), Cappuccino Cold Brew with Milk, and Double Shot Cold Brew with Oat Milk. Davide Riboni, CEO of [Lavazza US](https://www.trendhunter.com/trends/organic-cold-brew-coffees), 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 Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 47% | Activity: 76% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Premium Cold Brew:** Opportunity to innovate and corner the market on organic, grab-and-go cold brew coffee products that appeal to younger demographics. - **Non-dairy Options:** Opportunity to capitalize on the increasing demand for non-dairy coffee products in the ready-to-drink coffee market. - **Convenience:** Opportunity to create more convenient coffee products that align with the grab-and-go lifestyle of younger coffee drinkers. ### Industries Being Reshaped - **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. - **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. - **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. ## Related on Trend Hunter - [RTD Organic Cold Brew Coffees](https://www.trendhunter.com/trends/organic-cold-brew-coffees.md) - [Italian Cafe-Inspired Canned Coffees](https://www.trendhunter.com/trends/lavazza-iced-ready-to-drink.md) - [Frothy Canned Cold Brews](https://www.trendhunter.com/trends/draft-lattes.md) - [Ready-to-Drink Cold Brew Cappuccinos](https://www.trendhunter.com/trends/illy-cold-brew-coffee.md) - [Plant-Based Cold Brew Lattes](https://www.trendhunter.com/trends/plant-based-cold-brew-lattes.md) - [Clean-Label Canned Lattes](https://www.trendhunter.com/trends/premium-canned-lattes.md) - [Ready-to-Drink Cold Lattes](https://www.trendhunter.com/trends/coldpresso-latte-line.md) - [Canadian-Made Canned Coffees](https://www.trendhunter.com/trends/second-cup-ready-to-drink-lattes.md) - [Expanded Ready-To-Drink Cold Brews](https://www.trendhunter.com/trends/readytodrink-cold-brew.md)