This blog post was originally posted in 2021 and has been refreshed with the most up-to-date AI-powered data.
If you’re a CPG coffee company, millennial coffee pod drinkers are likely on your radar. They’re working long hours at home — or getting ready for their “back-in-office” commute — and they need caffeine. So, how can you ensure you’re the cup of joe that finds its way into their hands?
You’ll need comprehensive, actionable data that powers personalization at scale. Today, we’re diving into rich Resonate AI-powered data on millennial coffee pod drinkers (who buy their pods online) and looking at what they buy, how they buy, where they buy and why they buy.
Millennial coffee pod drinkers value self-enhancement
If you want to succeed in today’s ultra-competitive market, you need to connect with your customers on a deeper level. One way to do that is by getting to know their personal values and what makes them tick. Dr. Shalom Schwartz’s research has shown that there are 19 personal values that are universally important and can even predict what consumers buy. When you build or enrich an audience with Resonate, you learn which of those values resonate with your audience — and which do not.
These Millennial coffee pod drinkers, for example, value achievement, authority and influence, which fall into the self-enhancement quadrant. This audience segment prioritizes their personal needs and ambitions.
(Source: Resonate Ignite Platform, October 2023)
Putting these values into action is simpler than you think! Use the insights in this report to inform everything – your go-to-market strategy, your customer segmentation or persona strategy, your creative and messaging strategy. Consider using themes of:
- being assertive and confident (authority)
- being successful and acknowledged for it (achievement)
- Prestige and importance (influence)
By understanding what your target audience values most, you can craft a strategy that really speaks to them and drives sales.
5 Data-driven ways to connect with millennial coffee pod drinkers
Using the insights that the Resonate AI-powered data revealed on these coffee-drinking consumers:
- E-commerce Strategy: They are more likely than the average consumer to buy online to take advantage of subscriptions. Are you offering an e-commerce subscription model that’s appealing to coffee pod drinkers?
- Partnerships: They’re 40% more likely to say locally owned is an important shopping factor. Is there a way you can partner with local, small-batch coffee roasters to offer an intimate, craft experience?
- Customer Experience: Over half of these coffee pod connoisseurs would spend more money with companies that institute good environmental policies and practices. Are your pods recyclable? Do you have a pod recycling program? These consumers want to know – and they’ll thank you with their wallets.
- Advertising Placement: Place advertising where they’ll see it! Resonate AI-powered data shows that this group’s top media outlets are Snapchat, Hulu and Disney Junior.
- Bundling and/or Upselling: 38% of this audience drank coffee during their commute to work. This is a great opportunity to sell your merch! Add a free branded to-go coffee mug with a minimum purchase amount, or bundle the mug with your top sellers.
Tap into more insights your CPG brand can use
Whether you’re Keurig, Nespresso, Black Rifle or Starbucks, understanding what drives coffee pod drinkers at an individual level is crucial to cutting through the digital noise and making a connection that gets those “add to cart” clicks. Rich Resonate data reveals a 360-degree, holistic view of consumers across industries. We have thousands of attributes available specifically in the CPG world, so when those are layered with values-driven, behavioral and psychographic data, it’s like you have an x-ray right into your target consumer’s brain. You not only understand what they’re buying — but why.
Are your wheels turning, imagining how your own CPG brand could leverage insights like these for advertising, e-commerce strategy, partnerships, product development and more? Request a demo today, and we’ll pull a customized view of Resonate data to show you exactly what’s possible to grow your brand.
