S&D Coffee & Tea Releases Study on Young Coffee Drinkers and Sustainability

CONCORD, N.C. – S&D Coffee & Tea, in partnership with Datassential, has released a second study on young coffee drinkers (YCD). The study, “Millennials: The Language of Coffee and the Role of Sustainability,” outlines key purchase drivers and the impact of sustainability on those purchasing decisions.

“In S&D’s previous study, we worked to identify the differences between Millennial coffee drinkers and older, non-Millennial coffee drinkers,” said Emily Tang, senior director, custom research, Datassential. “This study expands upon those findings and focuses on how foodservice operators can communicate effectively with this important market segment.”

YCDs continue to be a key demographic for away-from-home coffee consumption and growth; approximately 30 percent of coffee consumed by YCDs is purchased away from home. Highly engaged with the coffee category, YCDs are also more concerned with the entire coffee supply chain — making sustainability an important value that indicates high quality and positively impacts their perception of the establishment.

“As the nation’s largest custom coffee roaster, S&D is committed to investing in proprietary research to inform beverage strategy,” said John Buckner, vice president of marketing for S&D Coffee & Tea. “Sharing these findings, including presenting at recent events such as at Restaurant Leadership and SCAA’s Re:co Symposium and Expo, gives operators insight they can apply to their coffee programs to build loyalty and drive business.”

For a copy of the study findings, a whitepaper on this research topic is available for download by visiting S&D Coffee & Tea’s website.