News

Winter doesn’t deter iced coffee cravings

January 20, 2011

Although conducted smack dab in the middle of winter, a new survey by Dunkin’ Donuts unearthed a big craving for iced coffee.

The survey found that nearly 80 percent of iced coffee drinkers are consuming more of the product than they did a year ago. In addition, 56 percent of iced coffee drinkers prefer the product over hot coffee even during the bitter cold months.

Dunkin’ Donuts surveyed 500 customers throughout the country during the first week of January to derive the results. Findings include:

• The majority of iced coffee drinkers, 56 percent, prefer iced coffee to hot coffee, even during the winter
• Forty-eight percent of iced coffee drinkers started enjoying the beverage during the winter just within the past three years.
• For those seeking an energy boost, 64 percent said iced coffee does the trick; followed by energy drinks (22 percent), carbonated beverages (9 percent) and juice (6 percent).

Dunkin’ Donuts’ survey dug a little deeper to pinpoint the item’s appeal. When respondents were asked what they liked best about iced coffee:

• 42 percent said it gives them energy to get through the day
• 21 percent said they can drink it faster than hot coffee
• 19 percent felt it helped cool them down
• 18 percent like being able to drink their coffee through a straw

Also, the survey concludes that iced coffee drinkers prefer some flavor in their cup, as 91 percent choose flavored options. Mocha and French vanilla are the most popular (30 percent each), followed by caramel (22 percent) and hazelnut (13 percent).

Low wind chills don’t stop the majority of this bunch: 56 percent said it is never too cold to drink iced coffee.

Finally, most respondents kick off their day with iced coffee – 37 percent prefer to drink it from 9 a.m. to noon. Thirty percent order a cold one from noon to 3 p.m.; 20 percent from 6-9 a.m.; and 13 percent cool things down after 3 p.m.

The trend toward iced coffee doesn’t come as a big surprise to Dunkin’ Donuts, which sold 285 million cups of the drink last year.

“At Dunkin’ Donuts, iced coffee is fast becoming as popular as the classic cup of Dunkin’ Donuts’ hot coffee regardless of the season,” said John Costello, chief global customer and marketing officer at Dunkin’ Brands. “As these survey results show, we can expect more and more people to turn to iced coffee for the energy they need to keep themselves running, regardless of how low the temperatures might drop.”

Dunkin’ Donuts’ survey follows the recent launch of the brand’s new multi-million dollar integrated advertising and marketing campaign for 2011 that celebrates its guests’ dedication and passion for the brand’s coffee.

The campaign features “everyday Joes” and is being rolled out across television, radio, out-of-home and online advertising, as well as social media, public relations and in-restaurant activities. It also includes a spot that celebrates year-round iced coffee drinkers.