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When I think of specialty coffee, I’m reminded of
the tight-knit community of people who come together
with a common goal to create something extraordinary.
This culture reflects all that has come to define specialty
coffee: the quality of the beans, sustainable farming prac-
tices, transparency, traceability and collaboration between
all members of the supply chain. Evidently, I see other
industries such as cocoa and tea embracing similar values,
something that makes me wonder if this is all just a pass-
ing trend that’s relevant to many industries and is a sign
of the times.
I wanted to share all of these thoughts with you, dear
reader, in order to open up the conversation and explore
what other people think is the future of specialty coffee.
Will it remain a trend or will it become an integral part of
the global coffee industry? Is this just another bubble
waiting to burst, or is this something that could be here to
stay for many years to come?
The Art of Trendsetting
If you look up the word “trend” in the dictionary, you’ll find
it defined as “a general direction in which something is develop- eco-friendly alternatives.
ing or changing.” In other words, a trend is an emerging pattern
of behavior that can be seen across many industries and cultures.
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Trends can come and go in the blink of an eye. One day it’s tastes, values and beliefs that form shared assumptions about what
all about coffee capsules, the next everyone’s talking about cold people should do or believe. It’s important to consider how these
brew. Deciding which trends to follow and which to avoid can be underlying cultural norms affect consumer preferences and in-
tough for any business, particularly in the specialty coffee indus- dustry developments.
try where customer loyalty is key. Looking into consumer behavior can provide valuable in-
When deciding whether or not to follow a trend, it’s impor- sights into which trends are likely to have the most impact on any
tant to consider factors such as consumer demand, cost-effective- business. For example, if customers are looking for convenience,
ness and potential market saturation. Trends driven by consum- businesses might focus on trends like mobile-friendly ordering
er demand may indicate an upsurge in sales if they’re adopted systems or delivery services.
correctly, while those that do not reflect current consumer be- It’s also important to understand why certain trends become
havior may not have the same success. popular. Is it because of their novelty, their price point, or some-
When it comes to cost-effectiveness, businesses should thing else entirely? Understanding the motivations behind cus-
consider whether or not investing in a trend will be worth the tomer behavior can help businesses make informed decisions
cost. For example, if the trend you’re considering focusing on is when picking which trends to follow.
already too saturated, you may find that your investment won’t Celebrities may also have a huge influence on consumer
yield the returns that you want. behavior. People are often drawn to trends that their favorite
Trends in specialty coffee are often driven by both consumers celebrities endorse, and this can be particularly true in the spe-
and industry professionals. Consumers tend to determine which cialty coffee industry. People may be more likely to try a new
trends become popular, while industry experts can help bring these product if they see their favorite celebrity enjoying it, and this
trends into reality through their expertise and experience. can lead to an increase in sales for businesses.
On the consumer side, customer feedback and market re- Trends in the specialty coffee industry might also be influ-
search are key. Specialty coffee businesses often use customer enced by larger trends that are taking place across industries. For
surveys to figure out which trends their customers are most in- example, if plant-based food options become popular in the
terested in, and then create products or services to match this restaurant industry, you may find that customers begin to expect
demand. They can also look for clues in social media posts, articles, vegan alternatives when it comes to their specialty coffee orders.
and other sources of consumer data. At the same time, trends in specialty coffee can also inform
From an industry perspective, businesses must be aware larger markets. For example, cold brew coffee has become in-
of the latest developments in coffee-making, equipment and creasingly popular over the past few years, leading to a surge in
ingredients. Keeping track of industry news can help business cold brew products across the catering industry. It’s important to
owners stay ahead of the curve and find new ways to cater to keep an eye out for interconnections between trends in different
their customers. Additionally, working closely with coffee sup- industries, as they can provide valuable insights into where the
pliers can ensure that a business is getting the best quality market is heading.
products for its needs. The trouble with trends is that they’re often fleeting, which in
When looking at trends in specialty coffee, it’s important turn makes them unsustainable. The entire coffee value chain – from
to consider consumer behavior. How are customers interacting producers to roasters, baristas, retailers and consumers – may need
with products and services? Are they looking for convenience or to consider the implications of following a particular trend or driving
a unique experience? Where do they tend to shop and why? it forward. It’s important for the specialty coffee industry players to
According to the 2023 GlobalData report, “Purchase Drivers – not just consider factors such as profitability and having a competi-
Consumer Behavior Trend Analysis”, the fast-paced conditions tive edge when making decisions, but also to think about aspects
of the current market are shifting consumer behavior, as they such as quality, business to business (B2B), sustainability, eco-con-
become more conscious of their spending and seek out affordable scious practices and social impact.
products that still cater to their needs. You may wonder why any of this matters. Trends can be a
The report mentions that people are also prioritiz- great way to grab the attention of potential customers and keep
ing hygiene, convenience and simplicity in purchase them engaged, but at the end of the day if they don’t support the
decisions, therefore companies need to keep up with overall evolution of the specialty coffee industry in a positive way,
those changes. The other top ten qualities driving shop- they can be a short-term solution that doesn’t benefit any business
pers’ choices include mental wellness, authenticity, in the long run.
physical health benefits, natural products, time-saving Understanding the nuances of trends in specialty coffee is
options, tailored to their interests and sustainable or key to choosing ones that are sustainable and beneficial for all
involved. As for consumers, cutting through the noise and recog-
Culture is another integral part of the specialty coffee in- nizing products, services or concepts that bring real value to their
dustry and plays a role in shaping trends. Culture reflects attitudes, lives is essential.
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