Cold Foam Demand Spreads Beyond Cafes

U.S. consumers now expect cold foam to be available well beyond the coffee shop counter, with fast casual and grocery emerging as significant secondary channels for the format, according to Datassential’s latest Cold Foam report.

Coffee shops and bakery cafés remain the clear leader in consumer expectations, with 85% of those familiar with cold foam saying they expect to find it there. But nearly half, 47%, also expect cold foam at fast casual restaurants, and 39% expect it at grocery store coffee shops or kiosks, extending expectations well past the traditional coffee channel.

Casual dining is also on operators’ radar, with a quarter of consumers expecting cold foam there, while smaller shares point to c-stores (19%), midscale restaurants (17%) and QSRs (15%).

Menu data shows operators are already moving in that direction. Cold foam’s overall menu penetration has surged 760% over the past four years and is projected to grow another 277% over the next four, according to Datassential Menu Trends.

That expanding footprint comes alongside strong trial and interest. According to Datassential’s Consumer Preferences, over half of consumers are familiar with cold foam, and almost one in three have tried it, with a quarter reporting they love or like it.

Consumption skews heavily toward away-from-home occasions, with 62% of consumers familiar with cold foam having had it away from home within the last month, compared with 37% who prepared it at home over the same period.