Comax Flavors offers new primary research on consumers’ behavior, usage and attitudes towards Flavored Syrup, Flavored Creamer, Non-Dairy Flavored Creamer, and Non-Dairy Flavored Milk additives used with coffee.
This is the 15th study of the company’s primary market research program. The Coffee+ study was fielded in February 2019 with 1,200 U.S. respondents aged 18-70+; half were female and the other half were male.
According to Grandview Research, the global flavored syrups market reached $46.3 billion in 2018 with a CAGR of 5.1% from 2019 to 2025. The coffee creamer market is forecast to grow at a CAGR of 3.6% between 2017 and 2023. By 2023, the market is expected to reach $6.6 billion, according to Wise Guys Reports. Expert Market Research also reported that plant-based creamer sales grew more than 40% between 2017 and 2018 while non-dairy milk alternatives grew almost 107% since 2015.
“There has been so much activity and flavor innovation in the dairy and non-dairy creamer market. Consumers have a plethora of choices and we wanted to better understand their preferences,” says Catherine Armstrong, Comax Flavors’ vice president of corporate communications.
Comax has partnered with Amy Marks-McGee of Trendincite LLC to manage the market research program and Costello Creative Group to translate the data into creative, fun and easy-to-read infographics.
Additional Comax studies include alcohol, alternative dairy products, bread, confections, coffee, crackers, flavored water, ice cream, juice, nutrition and performance products, sweet baked products, tea, and yogurt.
Below are just a few of the study highlights. To request a copy of the complete Coffee+ infographic, contact carmstrong@comaxflavors.com.
Flavored Syrup Findings - Among respondents who consume “Flavored Syrup” with their coffee N=105:
• Just less than half of respondents consume Regular “Caramel” (47%) while more than a third consume Regular “Vanilla” (41%) and Regular “Chocolate” (38%)
• More than a quarter of respondents enjoy Sugar Free “Vanilla” (27%), “Irish Cream” (27%) and “Caramel” (26%) flavors
• “Almond” (52%) and “Nut” (34%) are the most popular Regular Nut Flavored syrups while “Almond” (42%) and “Peanut Butter” (21%) are the most popular Sugar Free Nut Flavored Syrups
• Shy of one-third of respondents (31%) consume Regular “Coffee”
• More than a quarter of respondents enjoy Regular Candy and Dessert Flavored Syrups; “Dessert” (28%), “Butterscotch” (27%), “Toffee” (27%), “Cookie” (27%) and “Marshmallow” (26%)
• “Pumpkin” and “Cinnamon” are the favored Holiday/Seasonal flavors in both Regular and Sugar Free formulas; Shy of one-third of respondents enjoy Regular Pumpkin (31%), Regular Cinnamon (30%) while less than a quarter consume Sugar Free Cinnamon (21%) and Sugar Free Pumpkin (19%)
• 38% of respondents consume Regular “Mint Chocolate” compared to 18% who consume Sugar Free “Mint Chocolate”
• Almost a quarter of respondents use Sugar Free “Grape” (24%) and Regular “Berry” (23%) Fruit Flavored Syrups
Flavored Creamer Findings - Among respondents who consume “Flavored Creamer” with their coffee N=306:
• More than half of respondents consume Regular “French Vanilla/Tahitian Vanilla” (54%) while more than a third consume “Vanilla Caramel/Caramel Latte” (39%) Flavored Creamers
• “Hazelnut” is a well-liked flavor in all Flavored Creamer's formulas; Regular (45%), Sugar Free (12%) and Fat Free (10%)
• A quarter of respondents use Regular “Pumpkin” while only 10% consume Sugar Free and 5% use Fat Free formulas
• 22% of respondents equally enjoy Regular “Cinnamon Roll” and “Vanilla Crème” Flavored Creamers
• Regular “Almond Joy” (20%) and Regular “Peanut Butter Cup” (17%) are the two most popular Candy Flavored Creamers
• 19% of respondents enjoy Regular “Crème Brulee” Dessert Flavored Creamers closely followed by “Sugar Cookie” and “Butter Pecan/Honey Pecan,” which are used by 18% of respondents
• Less than one-quarter of respondents consume Regular “Chocolate” (24%) and “White Chocolate Mocha” (23%)
Flavored Non-Dairy Creamer Findings - Among respondents who consume “Flavored Non-Dairy Creamer” with their coffee N=115:
• Respondents use “Original” in all plant-based creamers; Almond (34%), Coconut (23%), Pea (17%), Soy (16%), Cashew (14%), Oat (10%) and Rice (10%)
• 29% of respondents consume Almond milk based “Vanilla/French Vanilla” while a quarter consume “Caramel” Non-Dairy Creamers
• Shy of a quarter (23%) of respondents equally consume Almond milk based “Hazelnut,” “Sweet Crème,” and “Chocolate” Non-Dairy Creamers
• 16% of respondents equally enjoy Soy milk based “Dark Chocolate Orange” and “Pecan Caramel”
• Similarly, “Dark Chocolate Orange” and “Pecan Caramel” are equally used by 11% of respondents in Pea milk based Non-Dairy Creamers
• “Sweet Creme” and “Chocolate” are the most popular Cashew milk based Non-Dairy Creamer flavors consumed by 17% of respondents
• 17% of respondents use Oat milk based “Vanilla Lemon” making it the most popular flavor followed by “Hazelnut” and “Caramel,” which are equally consumed by 13% of respondents
• 12% of respondents consume “Caramel” and “Vanilla/French Vanilla” in Rice milk based Non-Dairy Creamers
Non-Dairy Flavored Milk Findings - Among respondents who consume “Non-Dairy Flavored Milk” with their coffee N=100
• A quarter (26%) of respondents consume Almond milk “Vanilla” while less than a quarter consume “Original” (22%)
• 18% of respondents consume “Honey” Hazelnut milk while 17% use “Chocolate/ Dark Chocolate,” “Vanilla,” “Cappuccino,” and “Hazelnut”
• “Vanilla” and “Horchata” Soy milk are equally enjoyed by 15% of respondents
• 15% of respondents use “Chocolate Coconut” and “Hazelnut” Coconut milk and 14% use “Chocolate Dark/Chocolate” and “Vanilla” flavors
• “Horchata” is the most popular Macadamia milk flavor used by 14% of respondents
• 14% of respondents use Hemp milk “Toasted Oats & Almond” and “Chocolate/ Dark Chocolate” flavors
• “Pumpkin Spice” (13%) and “Honey” (12%) are the top two Rice milk flavors
• 13% of respondents equally consume “Chocolate/Dark Chocolate” and “Hazelnut” Walnut milk
• “Choc-a-Maca” (13%) and “Maca-Nilla” (12%) are the most popular Pea milk flavors consumed by respondents
• 11% of respondents use “Chocolate Coconut,” “Toasted Coconut,” and “Honey” Cashew milk, making them the three most popular flavors
• Flax milk “Pumpkin Spice” and “Chocolate Peppermint” are equally liked by 11% of respondents
• 11% of respondents consume Oat milk “Honey,” which is the number one flavor
Generations defined: Gen Z born 1996 and later; Gen Y born 1977 to 1995; Gen X born 1965 to 1976; Baby Boomers born 1946 to 1964; Silent Generation born 1925 to 1945
