Reaching more consumers through treats, flavours and trusted brands

Iced coffee’s demographics 

Take-up is rising particularly fast among older adults. The proportion of those aged 55+ who are buying iced coffees has soared by 11 percentage points in just two years. Despite seeing a slight decrease in consumption (-3pp) vs two years ago, it can’t be forgotten however that younger consumers continue to dominate engagement with iced coffee in the UK making up nearly half of all GB iced coffee drinkers in the sector. This being in comparison to 55+ who make up less than 20%

This presents suppliers and operators with two core challenges: to embrace new opportunities among older adults and revive the interest of younger coffee drinkers. The Hot Beverages 2026 report flags three effective solutions: indulgent options, flavour innovation and brand leverage.  

A treat mindset 

For consumers of all ages, one way to sustain interest is to tap into treat mindsets. NIQ’s consumer research shows growing demand for sweet and dessert-inspired additions to iced coffees, with those choosing caramel and toffee syrups rising by 6 and 3 percentage points respectively. At a time when many consumers are closely watching their money, positioning iced coffee as an affordable indulgence can help to loosen their spending.  

Innovate to succeed 

Another path to growth is innovation. Well over a third of all consumers say they more likely to experiment with flavours in iced coffees, and new tastes can encourage younger customers in particular to keep coming back. Suppliers are able to lead the way here, by creating interesting new concepts that grab attention in an increasingly competitive marketplace.  

Creative presentation of iced coffee can also gain attention on social media platforms and build word of mouth among younger buyers. Brands that understand how flavour preferences vary by age group will open the door for older consumers to experiment as well.

The power of branding 

While innovation is important, NIQ’s Hot Beverages 2026 report shows why it needs to be accompanied by good branding. Around a third (32%) of consumers—and half of 18-to-34-year-olds—say they would be more likely to buy an iced coffee if they recognised the brand of syrup that was involved. It highlights the mutual value of positive collaborations to brand owners, venues and consumers alike.