It’s a sure bet that if your client doesn’t wake up with a “cuppa joe,” he or she prefers tea. Either way, that wake-up beverage is duly deemed a must as well as a treat. And for millions, that time comes around again in the afternoon. And for some, during dessert (usually decaffeinated by this point).
Statistics
According to 2019 research from the National Coffee Association, which has been releasing statistics since 1950, in 2017, 64% of respondents had consumed coffee within the previous 24 hours, a 5% growth over the previous year.
There is a noticeable shift from when Americans are drinking coffee, no longer just in the mornings.Of the respondents who reported drinking coffee within the past day:
82 percent drank it at breakfast, compared to 87 percent in 2012
41 percent drank it between breakfast and lunch, compared to 36 percent in 2012
13 percent drank it in the evening, compared to 16 percent in 2017
According to a report from Statista, “Coffee drinking U.S. consumers by age group 2019” 72% of Americans 60 and older drink coffee, compared to 47% of those 18 to 24, 64% of those 25 to 39, and 62% of those 40 to 59 years. Seniors drink about 2.37 cups of coffee daily per capita in the United States, making it the age group that drank the most coffee on average. Coffee consumption for respondents between the ages of 25 and 29 amounted to approximately 1.7 cups a day.
Where and how Americans like to get their coffee differs with age as well. Over a third of 18 to 29-year-olds had visited a coffee shop recently, compared to just 25% of those 50 to 64. Single-cups (also called K-cups) have skyrocketed in the past decade, and 26% of all American coffee drinkers used them in 2018; 42% of Americans own a single-cup brewing machine.
It’s not just a typical – traditional – cup of coffee anymore, either, especially for modern young adults. According to Upsiide research (an app-based consumer research program), younger coffee drinkers enjoy iced coffees, frozen blended coffees, cold brews, nitro and flat white. Generation X and Baby Boomers tend to stick with traditional coffee, yet Generation X will also go for cappuccinos and espressos.
Coffee consumers are intrigued by the fact that an increasing number of health studies suggest drinking coffee is beneficial for one’s health instead of harmful. Some studies have pointed to beneficial effects of coffee drinking that range from helping support brain and central nervous system health as well as overall vigor and even promoting longevity. This positive health association can be an effective promotional marketing tool.
Speaking of health, tea drinking – especially green tea – is known to be a healthy activity.
According to the Tea Association of the USA, Inc., in 2018, Americans consumed over 84 billion servings of tea, or more than 3.8 billion gallons. About 84% of all tea consumed was black tea, 15% was green Tea, and the small remaining amount was oolong, white and dark tea. About four in five consumers drink tea, with Millennials being the most likely (87% of millennials drink tea) -- more than one half of the American population drinks tea on any given day. On a regional basis, the South and Northeast have the greatest concentration of tea drinkers.
With that in mind, suppliers have a bounty of coffee and tea type gifts for a number of creative promotions, as well as hospitality in-room, or company stores and corporate lounges.
For example, AnyPromo offers the Tea Taster Mug, Large Tin Box with Assorted Tea Bags, Custom Coffee Box 8-Pack and 4-Pack, Deluxe Travel Mug Gift Tray (with gourmet coffee and tea, as well as two bags of hot chocolate. Supplier Deluxe offers customized 4-oz. bags of ground coffee (bags in eight colors), Calling Card with Stash Tea Assortment, Custom Single-Serve Coffee Box 8-Pack, Himalayan Wake-Up Tumbler with three single-serve coffees. These comprise just a brushstroke of what’s easily available for you to provide your client base.
And you don’t have to limit yourself to the obvious – such as local eateries, cafes and hotels/motels. Just like one very clever campaign – create and sell an occasion. For example, CRN Radio, a radio promotions firm, was challenged to re-invigorate sales of KIT KAT (the popular chocolate bar). The agency developed a promotional campaign called KIT KAT and Coffee wherein the radio personalities took KIT KAT and Coffee breaks on air, tied it into contests and sweepstakes, used daily messages to remind listeners to take a break, creating the mind-link between a mid-morning or afternoon coffee break and the treat.
While you certainly don’t have to go that big – nor would many of your clients – taking the idea that a cup of coffee (any style) or tea paired with something else equally treat-worthy can generate the desired awareness and make your client stand out favorably both among competition and in their community.
Anytime, anywhere for any client can be perfect to introduce the concept of coffee and tea promotions – after all, just about everyone has one or the other every single day – including your clientele.
CASE STUDIES
Niles Deneen of Deneen Pottery: “We worked with Meridian Blue Construction to create our Abby mugs in grey w/blue white, perfect for sipping coffee at home or on any of their numerous worksite across the US. This certified woman-owned business has over 30 years of experience and a big goal; Excellence in all things! We’re proud that our work fits with their values and expect to see big things from them in the future!
“Bed and Breakfasts are businesses we love working with, and the services they provide lend themselves perfectly to coffee mugs like this one. By serving up coffee in beautifully branded mug each guest at Como Lake B&B is connecting their experiences with each sip they take. Many guests have collections from their travels and often new mugs are purchased to remember each visit.”