CONSUMER TRENDS

Around the world, there’s no denying that consumer tastes change across every sector, from food and beverage to fashion, electronics, and media. Coffee is no exception.

Cold Coffee Insights

Bailey Manson, Director of Innovation at Intelligentsia Coffee, says “We’re selling more cold coffees than ever before,”

“I think that shift towards cold coffee (with things like the growth of cold brew) have become mainstream.”

In the US alone, the iced beverage segment has grown incredibly quickly in just a few short years. According to Allegra’s Project Iced USA 2020, the product category had an annual growth rate of 7.3% in 2019 and a total value of US $10.4 billion.

Cold coffee, or iced coffee, is a common and familiar beverage that can be found in various coffee shops, cafes, and even grocery stores. It is a simple variation of the traditional hot coffee, served cold with ice, and is a popular choice for many people, especially during warmer months. In this sense, cold coffee is an ordinary drink that has become a mainstream choice for consumers, as mentioned by Bailey Manson, the Director of Innovation at Intelligentsia Coffee.

On the other hand, cold coffee has seen a significant transformation and growth in recent years, making it impressive to say the least in terms of its evolution and impact on the coffee industry. As mentioned in the excerpt, the iced beverage segment has experienced rapid growth, with an annual growth rate of 7.3% in 2019 and a total value of US $10.4 billion in the US alone. This growth has been driven by innovations such as cold brew and other cold coffee options, which have expanded consumers’ choices and preferences. In addition, the fact that cold coffee consumption is challenging the traditional notion of coffee being primarily a hot beverage during colder months is remarkable. It showcases how consumer palates and preferences are changing, and coffee companies are adapting to cater to these changing demands.

HEALTH, FITNESS AND WELLBEING

“Coffee has seen tremendous growth in the past five years,” “Now, the next trend is health. Tea-based beverages and plant-based nutrition are seeing [a surge in popularity].”

Over the past five years, coffee has experienced tremendous growth, not just in traditional forms but also in healthoriented variations. The next trend is the significance of health, as it indicates a major transformation in the coffee industry. Teabased beverages and plant-based nutrition have surged in popularity, reflecting a growing awareness and emphasis on physical and mental wellbeing among consumers.

The influence of the Covid-19 pandemic on consumer behaviour has been relevant in driving this change. People have become more conscious of their health and are seeking healthier alternatives to sugary soft drinks. This shift towards healthconscious choices has given rise to a variety of refreshing cold beverages, including kombucha, cold teas, and cold brew coffee. Cold brew, in particular, has emerged as a popular alternative to sodas due to its refreshing taste and lower calorie content.

Moreover, the mention of using black coffee as an exercise supplement highlights its versatility beyond being a morning pick-meup. Its ability to provide an energy boost for workouts while being low in calories adds another dimension to its health appeal.

Photogenic

“Today, food or beverage has to be photogenic”

“Presentable vessels are used, ideally ones which match the café’s colour scheme,” “After that, many brands customise their equipment, with branded colours, an unusual or artistic look, and even hand-made equipment in some cases.”

The extent of this emphasis on photogenic food and beverages, especially in the coffee industry, can also be seen as extraordinary. The sheer number of posts dedicated to coffee on social media platforms is indicative of how deeply this trend has penetrated the culture. The influence of social media has transformed coffee shops and cafes into spaces designed not only for taste but also for creating visually captivating moments that encourage customers to share their experiences online.

The level of detail and customization put into equipment and presentation further highlights the Interesting nature of this trend. Coffee shops now invest in unique, artistic, and sometimes hand-made equipment to distinguish themselves from the competition and create a memorable brand identity.