‘Tis the season for warm and sugary seasonal beverages. Most chains have their own holiday-flavored beverage offering, and it’s no surprise that a recent CivicScience survey found the favorite among the adult population is Starbucks. Dunkin’ is in second, McDonald’s / McCafe in third.
What can we glean when we dig into the demographics of this CivicScience survey among the top three?
First up, Starbucks and Dunkin’ holiday beverage fans are the most hardcore consumers of coffee compared to McDonald’s holiday drink fans (ie: they’re the most likely to say they drink coffee every day or most days).
Gen Z likes McDonald’s holiday bevs just as much as Boomers. They’re also slightly more likely than Millennials to be fans of Dunkin’s selection. And maybe living up to assumptions, Millennials are the most likely to choose Starbucks.
Starbucks is in the lead by women, and Dunkin’ with men. McDonald’s, however, is nearly split between the sexes.
Social consciousness matters the least to Dunkin’ holiday beverage fans, and the most to Starbucks fans.
Starbucks holiday drink fans are also the most likely to subscribe to Netflix, with Dunkin’ fans in second. No surprise, as younger folks in the Millennial age bracket are also big fans of Starbucks (and big into streaming).
McDonald’s holiday drink fans are the most quiet of the three chains in their social and work life. Maybe this could come into play in an ad campaign?
In terms of other beverages, Dunkin’ holiday beverage fans are more likely to kick back a few beers twice a week or more. McDonald’s holiday beverage fans are the least likely to drink beer at all.
Lastly, Dunkin’ holiday beverage fans are the most likely to own one or more cats, while McDonald’s fans are more likely to have both cats and dogs.
Who knew?
