4 Practical Ways to Teach Second Wave Consumers About Third Wave Coffee

[Editor’s note: If you have no idea what this title means, check out this infographic explaining third wave coffee.]

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The following post originally appeared on Perfect Daily Grind
Written by E. Squires and edited by T. Newton

If you’re anything like me, you’ve spent countless hours reading, researching, tasting, traveling, and diving deeper into our favorite drink. You love reading about farmers and their best practices. You spend hours perfecting your brew methods and your espresso shots.

But many, if not most, of your customers won’t be as interested in the minutiae of TDS and coffee processing methods. They simply want a shot of caffeine (plus or minus sugar). Sure, some customers will come for a quality coffee experience. A select few will even want to know everything. But these will be in the minority.

The thing about us in the Third Wave is that we’re desperate to share specialty coffee with everybody – but we can’t. Great customer service means understanding your customers and meeting them where they are, whether it’s simply a morning caffeine fix or a matter of helping them along their coffee journey in small steps.

Yet while you can’t force your customers to appreciate coffee like you do, you can open the door and allow them to walk through it. Getting the balance is hard, so we’ve come up with four practical ways to teach people about Third Wave coffee without preaching or being intimidating.

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From Brew Boomers to the Gourmet Generation: National Coffee Drinking Trends 2017

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By Kyra Auffermann, NCA

Today’s “typical” cup of coffee is anything but – it may not even be a cup.

Innovation is fueling growth across the gourmet coffee segment (aka specialty coffee), according to the new NCA National Coffee Drinking Trends Report 2017, released at the NCA 2017 Annual Convention in Austin on March 25, presented by Michael Edwards, Dig Insights.

The latest data shows a market shift toward high-quality, premium beverages, with younger demographics driving this change.

So what does this mean for the coffee industry? Here are the top consumption trends, based on the latest market data.

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A New Generation of Products Is Shaping the Future of Coffee

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Younger coffee drinkers want to recreate the customized coffeehouse experience at home, according to new research from Packaged Facts.

The U.S. market for packaged and ready-to-drink coffee sold at retail was estimated at $13.5 billion in 2015, up almost 10% from the year before. By 2020, sales of packaged and ready-to-drink coffee in the U.S. are expected to close in on $18 billion.

Retail dollar sales continue to grow largely because of continued reinvention across the coffee industry, from k-cups to cold brew.

According to Packaged Facts, growth in the coffee industry can largely be attributed to three segments: Continue reading

Wake Up and Smell the Coffee Creamer

By David Sprinkle, Research Director, Packaged Facts (@packaged_facts)

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If you haven’t paid attention to the sales success of coffee creamers, you are missing a sign of the times in the coffee market.

Packaged Facts estimates that U.S. retail sales of coffee creamer products will grow by $400 million between 2011 and 2016, to exceed $2.5 billion. This sales spurt in a niche product segment is not wholly surprising, given the current landscape of consumer food priorities and concerns.

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Wednesday Wisdom

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2009 Creative Commons photo by Jake Liefer via Daily Coffee News

“Whether the education … is passive, active, or a little of both, the important thing is to make sure that we communicate in ways that stimulate, but don’t intimidate; that invite, but don’t obligate; and that welcome people into this thing we all love, called coffee.”

Read the full article: Consider Active vs. Passive Consumer Education at the Coffee BarDaily Coffee News