Indexed Coffee Spend by Generation

Here at Facteus, we can use our ‘Pulse’ credit card transaction data product to nowcast spending trends in real time.

J.P. Morgan recently downgraded Dutch Bros Coffee (NYSE:BROS) from “Overweight” to “Neutral” with a price target of $40. The analyst cited slowing consumer spend as the main area for concern.

Let’s take a closer look using 'Pulse'.

We aggregated consumer spend at the top coffee chains in the US and normalized the figures by dividing monthly spend by the base spend in January 2018. Our data shows Gen Z and Millennial coffee spend increasing while Gen X and Baby Boomer coffee spend decrease. Total Spend is continuing to increase, driven largely by Gen Z.

With ‘Pulse’, we are able to continuously track this trend in real time. While the slow in consumer spending is not apparent now – it may gain traction in the weeks to come. We will check in again in a few weeks to see if this catalyst has been realized.

Alt Data & Consumer Spending Trends in the News