The coffee industry is rapidly evolving, driven by new trends that cater to changing consumer preferences. The rise of matcha, cold ready-to-drink (RTD) coffee, and functional beverages is reshaping how coffee is enjoyed and marketed. Specialty coffee roasters are at a crossroads, deciding whether to embrace these trends or stick to traditional values of quality and purity.
• Sales of matcha-based drinks surged by 202% in the UK, highlighting its popularity, especially among Gen Z consumers.
• Cold coffee consumption has skyrocketed, with cold brew sales increasing by 300% over the past seven years in the US.
• RTD coffee is projected to reach a market value of $43.8 billion by 2028, offering convenience and profitability for roasters.
• Functional ingredients like adaptogenic mushrooms are gaining traction as health-conscious consumers seek added benefits in their beverages.
These trends matter because they reflect a shift in consumer behavior, particularly among younger generations. As specialty coffee roasters adapt, they have the opportunity to attract new audiences while maintaining their commitment to quality. Balancing innovation with brand values is crucial for long-term success in this competitive landscape.
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