Enter the functional coffee space with a focus on mental stimulation; use superior quality to differentiate for heavy users, and strike a chord with Gen Z's indulgence needs.
Rashmika Khanijou, Research Analyst
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executive summary
- Key issues covered in this Report
- Graph 1: agreement with select statements, by select consumption frequencies, 2023
- Graph 2: important attributes when choosing a coffee product, Coffee Connoisseurs vs total, 2023
- Graph 3: attribute associations of RTD coffee, by generation, 2023
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key trends
- Graph 4: % share of launches in select sub-categories, 2020-23
- Health and wellness: surge in demand for mental stimulation
- Graph 5: top three most important factors considered when choosing packaged food and/or drinks, 2022
- Graph 6: share of product launches in the hot beverage (coffee) and RTD iced coffee category, by claims, 2020-23
- Graph 7: added benefits that will appeal when choosing food and drink products, 2023
- Graph 8: added benefits of appeal when choosing a food and drink product, 2019-23
- Craving for the 'authentic'
- Demand for emotional indulgence
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what consumers want and why
- Graph 9: consumption frequency of coffee, 2023
- Graph 10: consumption of different coffee formats, 2023
- Two types of Thai coffee drinkers: Regular vs Heavy users
- Graph 11: agreement with select statements, by select consumption frequency, 2023
- Graph 12: consumers that drink coffee once a day, by gender and age, employment status, 2023
- Graph 13: consumers that drink coffee more than once a day, by generation, area, employment status, financial situation, 2023
- Functional coffee
- Graph 14: willingness to pay more for select attributes in coffee, by consumers who drink coffee for caffeine to get them through the day vs total, 2023
- Graph 15: willingness to pay more for added health benefits (eg immunity support, digestive) in coffee products, by financial situation, 2023
- Graph 16: types of food/drink products with added health benefits consumed, 2023
- Graph 17: willingness to pay more for select features in coffee, by consumers willing to pay more for coffee with added health benefits vs total, 2023
- Graph 18: share of product launches in the RTD coffee category, by claim category, 2020-23
- Graph 19: share of product launches in the RTD coffee category, by functional claims, 2020-23
- Graph 20: select functional benefits sought out in food and drinks, by generation, 2023
- Differentiate with superior quality for Coffee Connoisseurs
- Graph 21: food/drink persona, by Coffee Connoisseurs vs total, 2023
- Graph 22: important attributes when choosing a coffee product, by Coffee Connoisseurs vs total, 2023
- Graph 23: willingness to pay more for select attributes in coffee products, by Coffee Connoisseurs vs total, 2023
- Graph 24: features that best define the ideal coffee drink, Coffee Connoisseurs vs total, 2023
- Graph 25: select 'have consumed and will continue consuming it in the future' of different coffee types, by Coffee Connoisseurs vs total, 2023
- Graph 26: consumers who have been making their own coffee at home more often, Heavy users vs total, 2023
- Hybrid coffee
- Graph 27: drinks that consumers would combine to make a new drink, by consumption frequency of coffee, 2023
- Graph 28: agreement with select statements about hybrid drinks, by consumption frequency of coffee, 2023
- The Gen Z coffee consumer: occasional users
- Graph 29: consumption frequency of coffee, by generation, 2023
- Graph 30: important attributes when choosing a coffee product, by Cautious Consumers vs total, 2023
- Graph 31: formats of coffee consumed in the past six months, occasional users vs total, 2023
- Graph 32: attributes associated with RTD coffee, by generation, 2023
- Graph 33: food and drink consumed to enhance state of mind, 2022
- Graph 34: share of product launches in the RTD iced coffee category, by top 10 flavours, 2020-23
- Graph 35: agreement with select statements, select consumption frequency vs total, 2023
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appendix
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