Sydney, 9 January 2024 - The iced coffee revolution is gripping Gen Z in the same way avocado toast captured the hearts of millennials in the mid-2010s.
New research released by Suntory BOSS Coffee has revealed that the humble iced coffee is every young Aussies new obsession with four in five (88%) embracing its cool allure, and 61% of those who are yet to understand the hype stating that they are eager to jump on the bandwagon too.
Conscious Coffee Consumers
Aussie Gen Z’s have arguably grown up in the coffee capital of the world- they are conscious coffee consumers. However, the research has shown that young Aussies are seeking the perfect brew with a large proportion (42%) of them only drinking one coffee per day, compared to the coffee fanatic Millennials who drink 2-3 coffees per day (64%).
There is nothing worse than spending up to $7 for a barista-made ice coffee, only for it to taste bitter and burnt, especially when 54% of young Aussies prefer a coffee that is milky and sweet. The pressure is on more so, with coffee prices having risen 20-30% in the last 12 months1 and not expected to decrease any time soon.
The cost of living crisis is significantly influencing Gen Z’s (60%) coffee consumption, with little impact being made to the habits of boomers (29%). As a result, 61% of Gen Z are inclined to opt for the more cost effective ready to drink coffees, compared to the nearly half (49%) of Boomers who said they were unlikely to.
Open Minded Taste Buds
When it comes to how we like to drink our caffeine, the younger generations are much more open minded with 61% of Gen Z and 59% of Millennials having drunk more ready to drink iced coffee in the past 12 months than the Boomers (27%) who seem to prefer to only drink hot barista made coffee (54%).
Whilst Gen Z’s love the coffee culture in Australia, cafes are torn between the habits and needs of their younger customers preferring to grab a coffee in the afternoon while shopping (48%) or at uni (46%), with the ability to stay open late due to staffing shortages and rising wage costs. Most Australian cafes close at 2pm, leaving some Gen Z’s without the chance to secure their coffee as many start work late or have later university classes. You only need to step foot inside a university campus to understand that convenience is key for struggling students, 46% of which turn to caffeine to overcome the notorious Uni slump.
Driving the Caffeine Revolution
The Ready-to-Drink (RTD) phenomenon is rapidly gaining traction among coffee enthusiasts in Australia. Iced coffee has become, for Gen Z, what avocado toast was for millennials. Japan stands proudly as a trendsetter, celebrated for its discerning eye for quality and craftsmanship. Renowned as the world's #1 most Googled country, Japan's vibrant culture not only embraces new and innovative trends but has perfected the craft of RTD coffee, delivering a superb taste experience that they now share with the world.
“In the midst of this caffeinated revolution, we're excited to introduce the Rainbow Mountain Blend to our Suntory Boss Coffee line-up. This unique addition, in a smaller 179mL can, allows you to explore the distinct flavours and culture of Japanese canned coffee. Crafted for the perfect size and refined taste, this iconic brew captures the essence of Japan, inviting coffee lovers on a flavourful journey.” Said Josh Wheeler, Head of Energy and Transformation at Frucor Suntory Oceania.
As Aussies navigate through shifting living pressures and the summer heat, Suntory Boss is readily available nationwide to deliver that quality caffeine boost at any time of the day.
Suntory BOSS Coffee is currently the market leader of ready-to-drink coffee in Australia, the range includes the recently announced Rainbow Mountain Blend, Iced Caramel Latte, Iced Double Espresso, Iced Vanilla Latte, Iced Latte and Iced Long Black. Suntory Boss Coffee is available at major retailers and convenience stores across Australia and New Zealand.
About us:
Frucor Suntory is a leading drinks company in Oceania and the market leader in energy drinks across Australia and New Zealand. Frucor Suntory has a rich 60-year history, growing from a juice company formed by the Apple and Pear Board to a trans-Tasman beverage leader, known for its iconic range of drinks including V Energy and Suntory BOSS Coffee.
The business is currently going through an exciting period of growth by harnessing the best of Suntory in Oceania. Frucor Suntory and Beam Suntory are embarking on a new chapter of growth and creating a new multi-beverage powerhouse – Suntory Oceania. Underpinned by quality craftsmanship and a strong sense of purpose, the combined portfolio of over 40 market-leading brands will be powered by two local manufacturing sites, five distribution centres and more than 1,500 Suntorians.
Committed to Suntory’s vision of Growing for Good, at every opportunity the team aims to work in harmony with people and nature across our operations and community programs.
The company is part of global food and beverage business Suntory Beverage and Food Ltd. (SBF) which operates through business segments across Japan, Europe, Asia Pacific, and the Americas, and is listed on the Tokyo Stock Exchange.
For more information on Frucor Suntory, its brands, and its commitment to social responsibility, please visit www.frucorsuntory.com.
Contact details:
Meg.broadhead@edelman.com
