The Millennials, who are born from the early 80s to mid-90s, are considered quite sophisticated consumers, are characterized as conscientious buyers and support businesses that add value to their lives. Their purchasing power reaches $ 200 billion a year, while 66% of them are willing to pay more for products and services which are environmentally friendly.

The premium coffee from uniquely flavored granules which is subjected to special treatment, is often a priority for Millennials. Although coffee consumption has decreased significantly in the US in 2016, retail profits continued to grow. Specifically, the last four years the restaurant market grew by 14.2% and sales remained high despite the recession.
 

Today, consumers have a more personal relationship with brands and products that support the consumption of coffee. Value of a brand is related not only to cost but also to other factors such as the philosophy of a brand, as well as the authenticity and customer loyalty towards the company. Precisely,50% of Millennials buy coffee products possessing the above characteristics.
Most Millennials consume coffee outside home, promoting this public expression of individuality via Instagram. Coffee consumption in the workplace has increased slowly from 16% in 2013 to 21% in 2016.
 

The best way to approach Millennials is via their smartphone and subscription services, e.g. coffee delivery. 21% of consumers in the US find quite interesting the delivery of coffee at home whereas 16% of them prefer to order coffee at their working place.
 
Πηγές: www.nationalcoffeeblog.org, http://www.wisegeek.com