Social media trends are brewing change in the coffee category
From tahini lattes to espresso-based cocktails, coffee consumption is changing, and social media has something to do with it.
According to the latest research from Izea (which connects social media influencers with brands), 67% of Canadians 18 to 29 years of age said they purchased a product after seeing it used by an online influencer—and coffee is no exception, says Daniele Foti, vice president of marketing, North America, for global Italian coffee company Lavazza.
Foti shares his insights on what’s brewing in the coffee category of late, including why social media is inspiring consumers to experiment with innovative coffee beverages more than ever before.
What are some newer trends in coffee culture these days?
Historically, coffee used to be a functional category only, in terms of something we used to get energized and give us a boost in the morning. But now it’s all about the experience—whether that’s drinking it by yourself or with others. Quality is another big factor. People in North America especially are open and willing to spend more on a cup of good coffee but the quality has to be there. In making their coffees they are customizing them to be just the way they like... It’s not a one size fits all approach anymore. North Americans also care about sustainable and ethically made coffee, with 27% of Canadians willing to pay more for sustainably sourced coffee compared to 21% of Americans.
How is social media affecting coffee trends?
The penetration of social media platforms is higher in the coffee category versus other categories, especially in North America. Social media has really changed the way people look at coffee. If you open any social media platform, for example, you can find people (influencers) describing products they’ve tried so consumers can know about them in advance. Especially in North America where the level of digitization is higher than in Europe, people go into a grocery store with a much higher level of knowledge about what they’re buying. That’s why it’s key for any coffee player to be part of the social media conversation. As a coffee marketer, it’s a matter of getting closer to consumers through online content creators but also making sure your product is going to fit with current coffee trends.
One example on our end is the espresso martini and our successful social media campaigns and events showing Lavazza espresso products as the best base for these cocktails. These drinks became popular a few years ago because there were content creators preparing and trying them. We’re also working on an espresso spritz which reimagines the classic Italian drink as a refreshing new cocktail using espresso.
What coffee innovations should grocers keep on top of?
Flavored coffee and the cold trend with cold brew and iced coffees are gaining popularity. Cold coffee continues with a 10% annual growth rate, and almost 50% of gen Zs prefer options such as cold brew, iced espressos and espresso-based cocktails. (On the flip side, the vast majority of boomers still prefer hot coffee.) Flavored coffee beverages (e.g., vanilla and mocha) are also preferred by the younger generations.
READ: How grocers can win the breakfast crowd
As for coffee formats, ground coffee is here to stay and holds the biggest part of the market but there is innovation coming in single-serve formats that are more sustainable. At Lavazza, we recently announced our Tablì system which uses the first 100% coffee tab without the need for a protective wrap which I think will be a game-changer.
Grocers need to ensure they have the right variety of coffee offerings on their shelves in trend with what consumers want and are seeing on social media. But with all the information they can now access, consumers can also get lost and it’s important for grocers to work with brands to help relay information about new coffee options available.
