Trends, Foresights, & Insights: Never Miss, or Misread a Trend Again

Chilled coffee is thriving in the US, growing at least 10% annually between 2013-17.  In fact, 56% of new RTD coffee launches in the US were cold brew in 2017, up from 38% the year prior.  What is more, in the US, cold brew sales at retail reached an estimated $38 million in 2017, representing a single-year growth of 137%…


Some 68% of US 18-34-year-olds currently consume single-serve, RTD coffee (in bottles or cans) compared to 43% of total US adults.


Lightbulb Moment: There seems to be no break in this cold snap.  All forms of cold brew are strong and spreading laterally.  New cousins being born to include cold brewed tea, latte, and cocoa, as well as offshoots such as cold-pressed juices, plant waters, and milks.  The next incarnation may find them paired with new best friends.  Picture a dance with wine, ice cream, jerky, or wherever your creativity takes you. Once a trend is established as a leading lady, to keep its momentum sometimes it must act as the best friend.