What 21st Century Coffee Drinkers Seek

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Coffee is a daily ritual for millions, but the way people enjoy their cup is evolving faster than ever. Whether it’s a creamy oat milk latte or a sustainably sourced espresso, consumers are making choices that reflect their values—and their taste buds. So, what’s driving these shifts, and how can your brand tap into them?  In this edition of Xena Insider, we’re spilling the beans on what coffee lovers really want—and how your brand can stay ahead of the curve.

The Modern Coffee Consumer: What Really Matters

Taste & Energy:
A 2024 survey by Drive Research revealed that a whopping 83% of consumers drink coffee for its taste, and 67% for that much-needed energy boost. Coffee isn’t just a wake-up call anymore; it’s a daily ritual that merges pleasure and function.

Medium Roasts Take the Lead:
Nearly 49% of coffee lovers lean toward medium roasts. It’s that sweet spot—bold enough for flavor, smooth enough for easy sipping. If you’re looking to capture a broad audience, medium roast might just be your MVP.

Sweeteners & Customization:
About 44% of coffee enthusiasts prefer their cup sweetened, with sugar leading the pack. But keep an eye on alternative sweeteners (like stevia and honey) for more health-conscious buyers. Bottom line? Offer variety—customers want it their way.

The Non-Dairy Movement: Creamer Goes Green

A Growing Crowd:
Did you know 77% of coffee drinkers use some form of milk or creamer? And that’s where plant-based options are taking center stage. Almond milk usage has jumped by 71% since 2022, and oat milk by a staggering 90%!

Why It Matters:
It’s not just about dairy intolerance; it’s about catering to diverse dietary needs, wellness goals, and taste preferences. Consumers love the guilt-free indulgence and the perceived health benefits that plant-based creamers provide.

Your Next Move:
If you haven’t already, consider adding almond, oat, soy—maybe even macadamia—to your product lineup. Highlight the nutritional upsides and unique flavor profiles to stand out in a crowded market.

Sustainability Sells: Willingness to Pay More

Taste vs. Planet:
While flavor and convenience remain top priorities, more buyers are willing to pay for responsible sourcing. European studies show premiums of €1.481 per 250g for Fairtrade coffee in Spain, and demand is also rising in Thailand, the U.S., and beyond.

Green Marketing:
If you’re going eco-friendly, shout it out! Certifications like Fairtrade and Organic reassure buyers they’re making a positive impact—and are often happy to pay a little extra.

Packaging & Beyond:
Think beyond just the beans. Use eco-friendly packaging (like compostable or recyclable materials), share your supply chain stories, and underscore your brand’s commitment to the planet. It’s a top-notch way to build loyalty while justifying those premium price tags.

Who's Drinking What?

Baby boomers remain the heaviest coffee consumers, with 85% enjoying their daily cup. But don't sleep on the younger crowds—46% of Gen Z (18-24) and 65% of Millennials (25-39) are dedicated coffee drinkers, with distinct preferences for iced and specialty beverages.

The creamer breakdown tells its own story:

• 51% reach for generic creamers like Coffee-Mate

• 43% prefer half-and-half

• 26% use 2% milk

• 24% choose almond milk (up 71% since 2022!)

• 19% opt for oat milk (up a massive 90%!)

Sweetener preferences add another layer, with 44% preferring their coffee sweetened—mostly with sugar (67%), followed by zero-calorie options like Stevia (38%), and natural alternatives like honey (19%).

Brands Leading the Charge

The sustainability and plant-based revolutions aren't just trends—they're creating space for innovative brands to shine. Keep your eye on these game-changers:

Coffee Trailblazers

• Cafédirect: Celebrating over 30 years of impact, they invest half their profits into Producers Direct, a nonprofit focused on farmer sustainability.

• Just Coffee: Their commitment to fair trade, organic, and shade-grown coffee builds meaningful community connections with farmers.

• Dean's Beans: Known for direct trade relationships and supporting farmer education, they're making waves in the sustainable coffee space.

• Ground Up: Focusing on regenerative agriculture, they offer unique small-batch coffees with impressively low environmental footprints.

Winning Strategies for Your Brand

Ready to leverage these insights? Here's a short playbook:

• Diversify Your Creamer Portfolio — With plant-based options exploding in popularity, it's time to expand beyond traditional dairy.

• Emphasize Taste & Customization — Focus your product development and marketing on taste experiences, while providing options for customization

• Showcase Sustainability —Consumers are willing to pay more for coffee with ethical credentials, so make your sustainability efforts front and center in your branding.

• Optimize for Convenience — From reusable cups to innovative packaging, make your products easy to use and integrate into busy lifestyles. E-commerce especially thrives on convenience!

• Tell Your Story — Storytelling creates emotional connections that transform one-time buyers into brand advocates.

Brew Success with Xena

So, whether you’re looking to expand your creamer lineup, go green with your sourcing, or just understand what your customers really want, now’s the time to act. And if you’re feeling overwhelmed by all the data and trends, don’t worry—Xena’s got your back. Our AI-driven tools can help you optimize your Amazon listings, gauge your competition, and make sure your brand stands out in this crowded market.

Let Xena Help You Brew Success

• Free Amazon Account Audit: Get a health check for your online store and see where you can improve.

• Consultation with Experts: Chat with our team to find tailored solutions for your brand’s unique needs.

Inside the Chocolate Industry.

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