Consumer Confusion Blurs Cold Brew, Iced Coffee

About six in ten consumers who are aware of cold brew still cannot explain how it differs from iced coffee, according to Datassential’s BUZZ Cold Brew Topical report.

The confusion has proven durable: 64% of consumers that know cold brew were unable to explain the difference in 2020, a share that has only eased to 61% in 2026. 

Trial has reached 75%, but understanding has not followed. Among consumers aware of cold brew, 40% say it differs from iced coffee and know why, while 50% say the two are different but cannot say how, and 11% believe they are the same drink. 

The distinction is a matter of method. Cold brew is created by steeping ground coffee beans in room-temperature or cold water over an extended period, producing a concentrate that is typically combined with water, ice, or milk before serving. The result is less bitter and less acidic than traditionally brewed coffee. 

Increased access and availability may be adding to the confusion, the report notes. Awareness of cold brew is now nearly universal, with 89% of consumers saying they know it. The format also drew more than 4,000 social media mentions in the past month. 

That familiarity has not translated into clarity, however. Just 4% of consumers have never heard of cold brew, compared with 34% who have never heard of nitro coffee and 67% who have never heard of sparkling coffee.