Novelty can make its own cold coffee and successfully capture European consumers.

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What you should know about food.

Cold-extracted coffee is extracted at low temperature, which can extract small molecules from coffee beans, so the flavor of coffee beans will be very obvious.

The trend of cold extract coffee (Cold Brew Coffee) has been in practice in the United States for many years, and with the expansion of Starbucks stores around the world, compared with the saturated cold coffee market in the United States, Europe obviously has a lot of room for improvement. However, according to the latest data released by Mintel, many new products of cold coffee appeared in Europe in the summer of 2017 and successfully attracted the attention of consumers.

In Europe, where coffee shops are extremely dense, almost every consumer has his own set of views on how to drink coffee, which makes European consumers known as the hardest group in the world to please. If new coffee products want to enter the European market, grandstanding gimmicks are absolutely not enough, which is why when cold-picked coffee is popular in the United States, there are still so few related products in the European market.

Unlike traditional coffee, which uses high-temperature extraction to extract the flavor of coffee beans, it is easy to make coffee bitter and scorched. Cold-extracted coffee is extracted at low temperature, which allows coffee powder to come into contact with low-temperature water for a long time, so the small molecules in coffee beans can be extracted. Therefore, the flavor of coffee beans itself will be very obvious, and taste more smooth, sweet.

In the summer of 2017, M ö venpick, a Swiss food company, took the lead in launching cold coffee in Europe and impressed European consumers with intensive TV commercials and large billboards. After that, many do-it-yourself films appeared on the Internet, teaching people how to make cold coffee at home. For European consumers who have always liked their own DIY, this can be said to be a challenge full of fighting spirit. It also indirectly allows the market for cold-extracted coffee to climb to another high-rise, whether it is cold-extracted coffee sold by coffee shops, canned cold-extracted coffee produced by food manufacturers, or cold-extracted coffee pots that can be made by themselves, begin to appear in large numbers in the European market, and bring full performance.

According to Mintel statistics, 44 per cent of consumers in Italy, which is best at drinking coffee, said they were interested in trying cold coffee, compared with 31 per cent in France and 51 per cent in Spain and Poland. In Germany, although only 27% of consumers said they were interested in cold coffee, 46% of the 34-year-old group in 25MMI.

Julia Buech, a German representative of Mintel Food and Beverage analyst, said that the success of cold extract coffee actually reflects that modern consumers have a great interest in food processing that subverts previous perceptions. In addition, coffee extracted at high temperature in the past is mostly bitter, and consumers are easy to unwittingly add too much sugar, while cold extract coffee tastes smooth and sweet, so some consumers think that drinking cold extract coffee is healthier. In addition, the concept of DIY has prevailed in recent years, and cold coffee is just in line with the two major trends of novelty and craftsmanship, which is also the reason for the rapid rise of the cold coffee market in Europe.