Consumers Warming Up to Wintertime Iced Coffee
CANTON, Mass. -- As the temperatures drop, the popularity of iced coffee is heating up, according to an independent survey commissioned by Dunkin' Donuts. Its poll of iced coffee drinkers found an overwhelming majority -- 84 percent -- said they are drinking more iced coffee this winter than they did last winter.
The survey was conducted Dec. 27 through Jan. 3rd by Burson-Marsteller via an online poll among 500 members of the general population who are age 18 to 49, representative of the U.S. population and drink iced coffee. The goal of the study was to examine the opinions and habits of iced coffee drinkers, including why they warm up to iced coffee during the winter.
Among other highlights of the survey:
• Eighty-six percent of the respondents said they are drinking more iced coffee this winter compared to three winters ago.
• Iced coffee drinkers savor the flavor, with 90 percent of respondents going for flavor in their beverage. The most popular choices among the survey respondents are French Vanilla (30 percent), Mocha (27 percent) and Caramel (21 percent).
• Most people crave iced coffee midday. The most popular time of the day is between 10 a.m. and 2 p.m. (41 percent), followed closely by 2 p.m. to 6 p.m. (37 percent).
• More than half of respondents (55 percent) said they feel cooler and trendier by holding a cup of iced coffee. That percentage increases to 60 percent among younger iced coffee drinkers, aged 18 to 24.
"As the company that serves the most iced coffee in America, we've seen iced coffee consumption continue to rise steadily in winter months, with iced coffee now nearly as popular as the classic cup of Dunkin' Donuts' hot coffee even during the coldest time of year," said John Costello, chief global marketing and innovation officer at Dunkin' Brands. "As our survey results show, more and more people recognize iced coffee as the perfect way to gain some extra energy or a mental edge that can be so important for keeping running through the long winter days."
Dunkin' Donuts has more than 10,000 restaurants in 32 countries worldwide.