Energy Drinks, Specialty Coffee Expected to Grow in Colleges

University operators also see sales’ increases in smoothies and tea.

College operators think their customers want a jolt, with 35% of operators reporting that energy drinks will grow and 33% saying specialty coffee will. Tea is also predicted to be a growing category because of its health benefits; 20% of university operators plan to see tea sales grow. Edward Krol, executive chef, Youngstown State University in Ohio, says increased customer awareness, along with the perceived health benefits of tea versus carbonated beverages, is resulting in interest from students.

The percentage of college operators who expect growth in the following beverage categories:

Energy drinks: 35%
Specialty coffee: 33%
Smoothies: 28%
Tea: 20%
Sports drinks: 17%
Bottled water: 15%
Coffee: 11%
Carbonated soft drinks: 9%
Fruit juice: 4%
Milk: 2%
No growth in any beverage category: 11%

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