Global coffee consumption is experiencing a slowdown, particularly in mature markets like the EU, UK, and Switzerland. To counter this trend, brands are investing heavily in marketing campaigns that focus on the emotional connections people have with coffee. The European Coffee Federation reports that coffee volumes in the EU have stagnated at 1.74 million tonnes from 2021 to 2023, with notable declines in green coffee imports in the UK and Switzerland. Younger consumers, especially Gen Z, are shifting their preferences towards tea and energy drinks, prompting a need for brands to innovate their marketing strategies.
• Major coffee brands like Costa Coffee and Starbucks are launching campaigns that emphasize emotional storytelling and community connection.
• The National Coffee Association is shifting focus from consumer campaigns to industry messaging that highlights positive trends.
• Coffee's marketing strategies are evolving, incorporating aesthetics and exclusivity to appeal to younger consumers.
• The psychology of scarcity is being utilized to enhance perceived value and drive demand.
This shift in marketing strategy is crucial as coffee faces competition from other beverages and changing consumer preferences. By tapping into emotional narratives and creating a sense of exclusivity, brands aim to re-establish coffee as a cultural staple. The future of coffee may rely not just on its quality but on how it is marketed and experienced in daily life.
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