How to Maximise Your Coffee Offering for the Future
20th June 2024
Coffee, the fuel of countless mornings (and afternoons!), faces a double-edged sword. Rising consumer demand, especially among Gen Z, has seen daily coffee consumption surge by 37% in the past two decades in the U.S. alone. However, climate change threatens to disrupt this love affair, with a potential 50% reduction in viable arabica bean production by 2088.
Even though we are bakery experts here at Kara, our delicious bakery offerings and coffee are inseparably linked, you can’t have one without the other! As our clients all across the foodservice sector deal in coffee, we’re here to answer the question – how will the coffee industry adapt? We explore Mintel’s newest global report on ‘The Future of Coffee 2024’ to see how the answer lies in innovation and meeting evolving consumer needs
Coffee is expanding
Gone are the days of one-size-fits-all coffee. Consumers today have diverse needs. Some seek a kickstart for peak productivity, while others crave a soothing afternoon pick-me-up. Brands can cater to this by offering a range of caffeinated and relaxation options. For example, 54% of Chinese consumers reach for instant coffee while studying, while nearly half of all Indian consumers turn to hot coffee for stress relief.
These findings of course leak into the home brewing element of coffee. With inflation squeezing budgets, savvy consumers are turning towards home brewing as a cost-effective way to enjoy premium coffee. This presents a golden opportunity for retail brands. People are looking for more than a basic bean – promote cold brew options (49% of UK Gen Z swear by it), coffee concentrates, and tools to create café-quality beverages at home.
Brewing the future
Looking ahead, the coffee industry is brimming with exciting possibilities. Imagine a future where cutting-edge genomic research helps cultivate climate-resilient arabica beans that retain their delicious flavour profile. Smart home technology is also on the horizon, with synced coffee grinders and makers that use data to create the perfect grind and extraction – every single time. And for those seeking an elevated at-home coffee experience, the future might involve replicating multi-course coffee-tasting menus, allowing coffee enthusiasts to become connoisseurs in their own kitchens.
Another huge touchpoint for the future of coffee is sustainability. Sustainability might not be the first thing that comes to mind when you think of coffee, but the intel shows us that consumers are increasingly drawn to brands that prioritise the planet. While eco-friendly credentials alone may not be the initial purchase driver, 82% of Chinese consumers report feeling happier when making environmentally conscious choices. Highlighting how sustainable coffee choices can enhance personal well-being is a powerful way to resonate with today’s conscious consumers.
The final sip
The future of coffee is a blend of innovation, sustainability, and catering to evolving consumer needs. By offering affordable yet premium experiences, diverse caffeinated and relaxation options, and leveraging technology, the coffee industry can not only ensure a sustainable future for this beloved beverage but also create an even more exciting world for coffee lovers at home.
At Kara, we’re committed to being part of this exciting journey. If you are looking at what bakery offering could maximise your value in a café or restaurant, we’re here to help! Speak with us for advice on elevating your food experience, increasing dwell times, and improving customer experience, or browse our extensive wholesale product line to begin reimagining your menu today.
