“'The most important thing we’ve learned about coffee over the past 20 years is that there’s very little indication that it’s bad for you,' says Edward Giovannucci, M.D., a professor of epidemiology and nutrition at the Harvard T.H. Chan School of Public Health. 'If anything, there’s more evidence that it may be healthy to drink.'”
"Beyond the buzz created around the early release of Starbuck’s Pumpkin Spice Latte, there is something big brewing in the U.S. coffee market. American’s consumption habits are shifting across the beverage industry, and consumers are increasingly seeking their next caffeine fix from chilled, on-the-go coffee options over energy drinks and carbonated soft drinks."
On the heels of ready-to-drink (RTD) coffee and iced coffee growth, cold brew coffee has become commonplace across the foodservice spectrum, according to a report by market research firm Packaged Facts. Iced coffee beverages broaden the coffee playing field, satisfying refreshment-based consumer needs by carrying the beverage well beyond its morning daypart stronghold. Cold brew's promise of smoother taste and lower acidity, along with its premium positioning, higher price points, and enthusiastic younger consumers, build on iced coffee's base and help keep the coffee market humming along.