LONDON, UK – Around one third of French coffee drinkers are keen to try are keen to try chilled coffee, rising to almost half of 16-24s, according to new data from Market research leader Mintel.
However, in 2017, only 3% of adults said they had bought such formats in France. This figure is in line with most European countries, where the cold brew phenomenon is yet to properly take off.
The industry should focus on indulgence
More than in any other major country in Europe, coffee benefits from a treat status in France according to Mintel research. There is a potential opportunity for coffee companies to use the association between treating and coffee to expand usage of chilled and iced coffee in France.
To make chilled coffee more of an enticing prospect for French consumers, manufacturers can embrace the interest they have in recipes that offer an indulgent appeal.
In particular, coffee drinkers aged between 16-24 in France are significantly more likely than older age groups to enjoy the taste of milky coffee, and also to prefer coffee with added flavouring, for instance spiced or sweet-flavoured.
Dairy has a rich and celebrated history in French cuisine, which ready to drink (RTD) coffee brands can tap into to amplify their attractiveness stresses the report. Taking inspiration from RTD coffee launches in other countries, French brands could use a particular kind of cream flavour, like chantilly, to deliver a gourmet and particularly French appeal.
Celebrating provenance
Finally, if French brands are to use milk in RTD chilled coffee drinks, they are encouraged to celebrate its provenance, considering that the majority of French adults believe milk packaging should have more information about where the milk came from.
