Name: 為什麼美國人喜歡冰咖啡 (Why Americans Love Iced Coffee)
Uploaded: 2025-07-30T10:08:37.000Z
Duration: 6 min 54 s

Between 2016 and 2023, consumer spending on cold coffee, which includes iced coffee, cold brew and frozen coffee drinks, more than doubled in the U.S.

2016 年至 2023 年，美國消費者在冷咖啡（包括冰咖啡、冷釀咖啡和冷凍咖啡飲料）上的支出將增加一倍以上。

轉承詞

Hot coffee, on the other hand, grew about 20 percent.

You know, I see an iced coffee being made on social media and they're shaking their ice around.

你知道，我在社交媒體上看到有人在煮冰咖啡，他們把冰塊搖來搖去。

I'm like, well, maybe I want an iced coffee now.

我想，也許我現在想喝冰咖啡了。

You can see that iced coffee really is at the forefront of advertising for chains like Dunkin'.

可以看出，冰咖啡確實是鄧肯等連鎖店的廣告重點。

The company told CNBC that since 2019, it's grown its iced drinks by 50 percent and they now represent two thirds of its total beverage sales.

該公司告訴 CNBC，自 2019 年以來，它的冰鎮飲料增長了 50%，目前佔其飲料銷售總額的三分之二。

It can be 10 degrees and snow will be falling and there will be people clutching their cold brew coffees as they walk to work.

氣溫可能只有 10 華氏度，但會下雪，人們會攥著冷咖啡走在上班的路上。

And that was not the case until relatively recently.

So why do Americans love putting this traditionally hot beverage over ice?

那麼，為什麼美國人喜歡把這種傳統的熱飲加冰呢？

And will cold brew and iced coffee eventually take over?

冷萃咖啡和冰咖啡最終會取代它們嗎？

Americans spent nearly $88 billion on out-of-home coffee purchases in 2023.

2023 年，美國人在戶外購買咖啡的花費將近 880 億美元。

About 20 percent of that was on cold coffee.

But tracking at-home cold coffee consumption can be hard.

但是，跟蹤家庭冷咖啡的消費情況可能很難。

A lot of people are taking standard ground coffee, putting it in, you know, a pitcher or something and letting it brew overnight and making cold brew.

很多人都會用標準的咖啡粉，把它放進咖啡壺之類的東西里，讓它泡上一夜，然後做成冷咖啡。

Sales at coffeehouse chains can help paint a clearer picture.

連鎖咖啡館的銷售情況可以幫助我們更清楚地瞭解情況。

Starbucks controls about 25 percent of the U.S. coffee and snack shop market.

星巴克控制著美國約 25% 的咖啡和小吃店市場。

The way it usually works in the U.S. is that coffee trends start at the coffee shop and above all at the big chains like Starbucks.

在美國，咖啡潮流通常是從咖啡店開始的，尤其是星巴克這樣的大型連鎖店。

So the way to look at it is when did they really start pushing the cold beverages?

是以，我們可以這樣理解，他們是什麼時候開始推崇冷飲的？

That's about when cold brews are reaching those restaurant menus.

這差不多就是冷萃咖啡進入餐館菜單的時間。

And then that shapes what good coffee is thought to be like in the minds of consumers, which then in turn shapes things like their at-home consumption patterns.

這就塑造了消費者心目中的好咖啡，進而塑造了他們的家庭消費模式。

From 2013 to 2021, Starbucks U.S. cold beverage sales grew from less than 40 percent to 75 percent of all drinks sold.

從 2013 年到 2021 年，星巴克在美國的冷飲銷售額佔總銷售額的比例從不到 40% 增長到 75%。

It's important to note that this includes non-coffee drinks as well.

值得注意的是，這也包括非咖啡飲料。

For Dutch Bros, a West Coast-based coffee chain, cold drinks account for about 90 percent of its beverage sales.

對於總部位於西海岸的咖啡連鎖店 Dutch Bros 來說，冷飲約佔其飲料銷售額的 90%。

The rise of caffeinated alternatives like energy drinks may help explain the appeal of iced coffee as well.

能量飲料等含咖啡因替代品的興起也有助於解釋冰咖啡的吸引力。

Americans love soft drinks in general, so the view is how can you make coffee in a soft drink?

美國人一般都喜歡軟飲料，那麼如何在軟飲料中加入咖啡呢？

In the U.S., ready-to-drink coffee is almost always drank cold and consumption is up over 40 percent between 2019 and 2023.

在美國，即飲咖啡幾乎都是冷飲，2019 年至 2023 年的消費量將增長 40% 以上。

That is much higher than the global growth rate, even without Japan, who accounts for about half of the total market and disproportionately skews the data.

這比全球增長率要高得多，即使不包括日本也是如此，因為日本約佔整個市場的一半，對數據的影響不成比例。

When you look at the big chains, they shape consumer taste, but they also reflect consumer taste.

縱觀大型連鎖店，它們塑造了消費者的品味，同時也反映了消費者的品味。

And so I think there's a little bit of both happening there, right, where consumers clearly are asking more for cold beverages.

是以，我認為這兩種情況都有發生，消費者顯然對冷飲提出了更高的要求。

That's driven largely by Gen Z, by millennials.

這主要是由 Z 世代和千禧一代推動的。

The skew is pretty clear that the younger consumers prefer cold coffees, iced cold brew, etc.

很明顯，年輕消費者更喜歡冷咖啡、冰鎮冷飲等。

The divide between iced versus hot coffee drinkers is largely generational.

冰咖啡和熱咖啡飲用者之間的鴻溝很大程度上是代溝造成的。

Americans age 18 to 24 are the largest consumers of cold coffee.

18 至 24 歲的美國人是冷咖啡的最大消費者。

A survey found that about half of respondents had it within the past day.

一項調查發現，約有一半的受訪者在過去的一天內有過這種情況。

The second largest cold coffee drinking cohort was respondents aged 25 to 39.

第二大飲用冷咖啡的人群是 25 至 39 歲的受訪者。

And there was a big drop off then in Gen X and boomers.

當時，X一代和嬰兒潮一代的人數大幅下降。

They'll drink, in some cases, cold brews or iced coffee.

在某些情況下，他們會喝冷飲或冰咖啡。

But it's really more like a summertime thing that's hot, whereas the millennials, especially Gen Z, really broke free of that seasonality.

但這確實更像是夏季的熱門話題，而千禧一代，尤其是 Z 世代，則真正擺脫了這種季節性。

And that's the key difference, is that they view it as an anytime beverage rather than a seasonal thing.

關鍵的區別就在於，他們將其視為一種隨時飲用的飲料，而非季節性飲料。

As a Gen Z coffee drinker myself, I almost always opt for an iced coffee.

作為 Z 世代的咖啡飲用者，我幾乎總是選擇冰咖啡。

And for me personally, it's because it lasts longer than a hot coffee.

就我個人而言，這是因為它比熱咖啡更持久。

If I'm at the office, I want something that I can sit at my desk and sip on for a few hours.

如果我在辦公室，我希望能坐在辦公桌前喝上幾個小時。

I think there's definitely less exploration.

There is less cravings for variety with those older generations.

老一代人對多樣性的渴望更少。

Since coffee has such an established background as this hot beverage, I think it's kind of hard to break that mindset with a generation that for so much of their lifetime, it has just been that hot beverage.

由於咖啡作為熱飲的背景已經如此成熟，我認為很難打破這一代人的思維定式，因為在他們的一生中，咖啡一直都是熱飲。

A 2023 Mintel report found that 26 percent of U.S. teens consume cold coffee, while about 18 percent consume hot.

2023 年 Mintel 的一份報告發現，26% 的美國青少年飲用冷咖啡，約 18% 的青少年飲用熱咖啡。

One reason behind its popularity amongst younger generations is because it's an easier entry to coffee.

它之所以受到年輕一代的歡迎，原因之一是它更容易進入咖啡館。

It's highly customizable and you can add lots of flavors and toppings that help divert from the natural bitter taste of coffee.

它的定製化程度很高，您可以添加多種口味和配料，幫助轉移咖啡的天然苦味。

Increasingly, that younger consumer, that is not just asking for a very plain cup of hot coffee, right?

越來越多的年輕消費者，不只是要求一杯非常普通的熱咖啡，對嗎？

They want a coffee-based beverage that has something more to it.

他們需要的是一種有更多內涵的咖啡飲料。

And I think that's reflected in that marketing and promotions.

我認為這一點在營銷和促銷活動中得到了體現。

The clear plastic cups that cold coffee typically comes in lends itself very well to the age of social media.

冷咖啡通常裝在透明塑料杯中，這非常適合社交媒體時代。

These new drinks are a Starbucks Wicked collaboration.

這些新飲品是星巴克與 Wicked 合作推出的。

So you can see that the foam on top is actually green.

是以，你可以看到上面的保麗龍實際上是綠色的。

And as you swirl it around, it mixes into the drink.

當你旋轉它時，它就會混入飲料中。

上面還有一些像火花一樣的東西。

All of these colors and aesthetics simply wouldn't be possible if it were a hot drink.

如果是熱飲，根本不可能有這些色彩和美感。

Even though many younger Americans view cold coffee as an all-year-round beverage, companies like Starbucks have seen a clear dip in the winter months.

儘管許多年輕的美國人認為冷咖啡是一種全年皆宜的飲品，但星巴克等公司發現，在冬季，冷咖啡的銷量明顯下降。

One of the reasons Europe hasn't fully adopted cold coffee is because of, I think, the climate.

我認為，歐洲尚未完全採用冷咖啡的原因之一是氣候。

And they're still largely driven by hot coffee.

而它們在很大程度上仍是由熱咖啡驅動的。

And, you know, especially in northern Europe.

Americans, as coffee drinkers, are much more experimental, right?

喝咖啡的美國人更喜歡嘗試，不是嗎？

They don't have a very strong coffee culture.

They find a place like Brazil, Turkey, Italy.

他們找到了像巴西、土耳其、意大利這樣的地方。

There's that long historical tradition, a sense of here's how we make coffee.

這裡有悠久的歷史傳統，有一種 "我們是這樣做咖啡的 "的感覺。

Traditionally, Americans are much more into trying new things.

傳統上，美國人更喜歡嘗試新事物。

In terms of the trends right now spreading around the world, things like cold brew, like nitro, they're coming from the United States.

就目前在全球蔓延的趨勢而言，冷釀酒、硝化甘油等都來自美國。

Many coffee makers like Nespresso and Keurig are jumping on the iced coffee bandwagon, too.

許多咖啡機，如 Nespresso 和 Keurig 也加入了冰咖啡的行列。

Nespresso released a ready-to-drink canned beverage for the first time this summer.

今年夏天，奈斯派索首次推出了即飲罐裝飲料。

And Keurig is now selling a coffee machine that brews hot and then flash chills it to make iced coffee.

Keurig 現在正在銷售一種咖啡機，這種咖啡機可以沖泡熱咖啡，然後通過閃冷來製作冰咖啡。

Still, cold brew and iced coffee have some ways to go before catching up to their hot counterpart.

不過，冷萃咖啡和冰咖啡要趕上熱咖啡還有一段路要走。

Hot coffee is still by far the most popular way Americans consume coffee.

到目前為止，熱咖啡仍然是美國人最常飲用的咖啡。

A big part of our growth expectation is just that more and more restaurants and food service operators are going to add this to the menu.

我們對增長的一大預期是，越來越多的餐館和餐飲經營者會在菜單上添加這種食品。

And so our expectations are very bullish for growth of the cold coffee category over the next five years.

是以，我們非常看好冷咖啡品類在未來五年的增長。