Coffee As a Barometer
The personalization trend, that started with the Y Generation and became even more significant with the Z Generation, is connected directly to the foods we consume and the coffee flavors we drink. Coffee, a widely consumed beverage, best represents this trend. Nadav Arens, CEO of Strauss Coffee Israel, explains the opportunities produced by the Z Generation and how it all relates to coffee.
Every report complied in recent years addresses the various evolutions of the personalization trend – a trend brought by the digital world which enables me to be “me” and not just be a part of a customers’ mass. Coffee underwent a similar evolution. Me and me and coffee Naturally, the first to reflect this change were the youth of the Y Generation – they were born into an ultra-individualistic world, and in recent years started to integrate as adults in the workforce and consumption world, having been taught to accept the rules of the new culture. It is no coincidence that among the numerous names given to this generation, some demonstrate this element:
“The Entitlement Generation”, “The Look at Me Generation”, “The ME Generation”. Time magazine even devoted an entire issue to the ME ME ME Generation (May 9, 2013), describing the generation, its characteristics and its expected dramatic contribution to the world … In this respect, the Z Generation, often referred to as “Millennials”, is a radicalization of the Y Generation. In general terms, they are only concerned about themselves, are typically self-confident and technology-savvy, and in many cases become entrepreneurs.
Black coffee = an individualist
Quite a few studies in recent years support the claim that coffee is a parameter of human nature. One of the best known studies was published in a book by Dr. Ramani Durvasula, “You Are What You Eat”, who claims that black coffee drinkers are direct and individualistic, consumers of decaf with froth or soy tend to be more in control and have an eye for detail, and instant coffee consumers are more likeable in society.
Studies conducted here in Israel suggest that the average Israeli drinks more than three cups of coffee a day, and that 50% of them don't drink the same coffee during the day but combine various types
Israelis and coffee
Studies conducted here in Israel suggest that the average Israeli drinks more than three cups of coffee a day, and that 50% of them don't drink the same coffee during the day but combine various types. Up until a decade ago, coffee companies used to divide the Israeli population to those who drank instant coffee and those who drank black coffee, with the occasional cappuccino drink or long espresso at the coffee shop. Over the years, this model became complex. Everyone now have their favorite coffee type and special way in which they consume it, depending on the hour of the day, consumption opportunities and even the social message they want to send.
Classic consumption was added with new consumption modes we haven't seen before: strong espresso, mild espresso, water-based coffee, milk-based coffee, with low-fat milk, soy milk, with sugar, saccharin or stevia. There is no doubt that coffee was able to adjust to every trend, even the vegan one, and is now a key component of every daily diet.
Coffee, in my mind, serves as a barometer of the cognitive and consumer change that Israelis are undergoing. The fact that coffee managed to remain relevant and trendy proves that both personalization and premiumization, as well as the link to the health trend, are significant trends to consider when producing relevant products for this generation. This is a commitment that we, as food manufacturers, must undertake. Once we understand that "'Me" is reflected in the food we consume, we will get to know our consumers better and offer them a solution that provides a real added value. We accept the challenge.