Apple's Barry Adams

Recently spoke at the Tennessee Alliance for Continuing Higher Education Conference. Part of his discussion centered on generational differences.  "Let me find out how old you are," he said.  "How many of you are wearing wristwatches?"  Nobody under 25 wears a wristwatch.  Later he asked, "How many of you get a newspaper delivered to your house?"  I thought a surprising number of folks kept their hands lowered, especially since the average age of a TACHE member has to be around 45. 

In a few years, it looks like he could ask "who drinks coffee?"

Is Coffee Losing Steam Among the Next Generation?
A recent report released by Mintel, a market research firm, predicts that Stein's generation may become coffee-resistant unless marketers find ways to make coffee drinks relevant for kids under the age of 25. Demand for coffee remains robust among people aged 45 and over, thanks to older customers, who will likely drive coffee's sales growth over the next five years, the report said.

However, the younger demographic makes the industry's longer-term outlook murkier. According to the report, only 27% of people in the 18-to-24 age group consume coffee daily, with many citing taste, health concerns and a penchant for sweet energy drinks as factors keeping them away from coffee. By contrast, 75% of those aged 45 to 54 and 80% of those 55 to 64 have a daily cup of joe. Only 28% of the younger group said they liked the taste of coffee on its own compared with 53% of 45-to-64-year-olds and 61% of those 65 and older. And members of the younger demographic who do drink coffee tend to visit cafés, where they can find sweeter-tasting blends, such as frappuccino, for their caffeine fix.


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