Geração Z e Cold Brew: análise das preferências e tendências de consumo

Abstract

The coffee market in Brazil, the world's second-largest consumer, is undergoing a transformation driven by new consumption habits, especially among Generation Z. This demographic exhibits lower consumption of traditional coffee than other generations, creating a market gap and, simultaneously, an opportunity for innovative products. In this context, cold brew, a cold coffee-based beverage, emerges as a promising alternative. The objective of this work was to develop ready-to-drink (RTD) cold brew concepts, made with specialty coffees and targeted at Generation Z consumers. The research was conducted in three stages: (1) an analysis of the Brazilian cold brew market; (2) a qualitative investigation with focus groups to assess the opinions, preferences, knowledge, and reasons for consumption and non-consumption of cold coffee-based beverages (cold brew) by Generation Z; and (3) data consolidation for the creation of the concepts. The market analysis revealed a niche segment dominated by artisanal brands. The focus groups revealed that the positive perception of cold brew is centered on its smoothness and natural sweetness. The research identified that adding value to the product depends on attributes such as packaging choice (with an emphasis on glass) and the communication of health and sustainability. The analysis of this data allowed for the identification of two distinct consumer profiles, which served as the basis for proposing two ready-to-drink cold brew concepts: "RAÍZES," focused on the purity and origin of specialty coffee, and "BRISA," a refreshing beverage with added natural flavors. It is concluded that the success of cold brew for this audience is conditioned on a strategy that transcends flavor, encompassing values of health and sustainability, and that the creation of targeted concepts, as proposed, demonstrates a viable path for the industry to connect with Generation Z.