Coffee companies must attract younger drinkers, research group says

By Jeremiah McWilliams

The Atlanta Journal-Constitution

Two thirds of Americans have a cup of coffee every day, but sales have been relatively unchanged in recent years, according to Mintel. In order to sustain long-term growth, marketers will need to court their younger customers, the research group said recently.

Only 27 percent of the coveted 18-24-year-old demographic drink coffee on a daily basis, and young adults are somewhat more likely than people older than 55 to associate negative health consequences with coffee consumption. If coffee companies can't convince young adults to switch from energy drinks to coffee on a daily basis, long-term growth may suffer, according to Mintel's research. Demand for coffee remains strong among those 45 or older, and over-55-year-olds are the fastest growing segment of coffee drinkers.

The Atlanta area is home to about 50 Starbucks stores, 10 Einstein Bros. outlets, 15 Dunkin' Donuts and five Caribou Coffee shops, according to the respective companies' websites.

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