Understanding the Iced Consumer
2024
As the temperatures rise, so does the demand for refreshing beverages to beat the heat. The cold beverage market is booming, so understanding the evolving preferences of the iced beverage consumer is key to capturing their hearts - and wallets - this Summer.
Iced coffee reigns supreme, making up 71.1% of all iced beverage formats.
Afternoon Treat
The majority of iced beverages are purchased between 2-5pm.
Over 60% of consumers like to explore and experiment with new iced beverage flavours.
The sweet spot for iced beverages lies with consumers aged 35 and younger with greater preference amongst females.
18% of UK consumers now indulge in iced beverages 2-3 times per week, marking a significant increase of 38% year-on-year.
61% of consumers already know what they want before entering a coffee shop, highlight the important role of social media in consumer decision-making.
7% of all consumers (under the age of 54) purchased an iced beverage on a daily basis.
Key Iced Trends this Summer
1) The Citrus Comeback Lemon has overtaken Strawberry as the most popular flavour across Europe this Summer. Consumers crave refreshing, naturally sweet and multi-functional taste. Johanna Kelly, Marketing Manager at Kerry Taste & Nutrition tells us "This year, we saw growth in citrus flavours such as lemon, lime and passionfruit as we see foodservice operators keeping their innovation simple and focusing on the platforms they know and love".
2) Iced Cold Caffeine Iced latte and iced tea are the 2 most popular beverage platforms, making up 44% of seasonal drinks, versus 4% hot coffee and tea.
Followed closely by Refreshing (lemonades, & juices) at 37% and 15% for Frappés and milkshakes. The ongoing iced craze is set to continue, with consumers looking for beverages that give them that energised caffeine hit and cools them down.
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3) Little Treat Culture With pressures post-pandemic and the current cost-of-living crisis, consumers turn to little treats as an affordable luxury, with beverages adding a daily dose of joy to their lives. Especially amongst Generation Z, consumers are keen to try the latest crazes as well as customise their drinks through sauces, toppings and flavours.