The New Evening Prime Time
While mornings have long been the undisputed territory of a hot cup of coffee or tea to kickstart the day, a new trend is reshaping consumption habits. Recent data reveals a significant shift, with coffee consumption hitting its highest point during the evening
hours. A 2023 CRISIL study commissioned by the Coffee Board of India identified the 4pm to 8pm window as the prime time for both hot and cold coffee consumption. Specifically for cold coffee, consumption gradually builds in the afternoon and peaks in the evening. Further research reinforces this, noting that a third of Indian consumers made their most recent coffee shop purchase after 5 p.m., a higher share than any other part of the day. This turns the traditional schedule on its head, suggesting the evening is becoming the most commercially vital period for cafés.
The Gen Z and Millennial Influence
At the heart of this trend are India's younger consumers—Millennials and especially Gen Z. For this demographic, coffee is more than just a functional beverage to wake up; it's a lifestyle statement and a medium for social connection. Having grown up with a globalised café culture, they view these spaces as 'third places'—somewhere between home and work—to socialise, relax, or work remotely. This generation is not just drinking more coffee but is also more experimental, driving the popularity of diverse formats like cold brews, iced lattes, and ready-to-drink (RTD) options. Their affinity for social media also plays a role, with visually appealing cold beverages becoming a form of content in themselves.
From Functional Fuel to Social Ritual
The 4pm to 9pm window perfectly captures this evolution from a functional morning drink to an evening social ritual. This timeframe bridges the end of the workday and the beginning of evening leisure. Cafés are increasingly becoming the backdrop for this transition. They are morphing from daytime hangouts into dynamic evening hubs that host everything from work meetings to friendly catchups and even DJ nights. Some establishments are even designing their spaces to transform, with brighter, work-friendly vibes during the day that shift to warmer, more intimate lounge settings after dark, often transitioning from coffee to cocktails. This hybrid model caters to a flexible urban lifestyle where the lines between work, socialising, and relaxation are blurred.
A Palette of Chilled Choices
The term 'cold coffee' now encompasses a vast and growing menu. While a classic glass of milky, sugary instant cold coffee remains a household staple, the café boom has introduced a much wider array of choices. Cold brew, known for its smooth, less acidic profile, has seen phenomenal growth, with the Indian market projected to expand at a CAGR of over 24% through 2036. Alongside it, Iced Americanos, flavoured lattes, and decadent Frappuccinos are standard fare. The market for convenient, ready-to-drink (RTD) bottled or canned coffees is also expanding rapidly, fuelled by quick commerce platforms and major brands looking to capture on-the-go consumers. This variety ensures there is a cold caffeine option for every palate and occasion.
Why the Cold Rush Matters
This evening rush isn't just about a change in beverage preference; it's a reflection of deeper shifts in Indian urban life. The hot climate in many parts of the country makes a cold, refreshing drink an appealing choice for an evening wind-down. Furthermore, the rise of a globally connected workforce, including those in call centres and corporate support roles, means more people work non-traditional hours, making late-night cafés a practical necessity. For brands, this trend represents a massive opportunity. Companies are no longer treating cold coffee as a seasonal summer item but as a year-round category with huge growth potential, leading to increased investment in new products and wider distribution.
