Coffee Consumption Trends
Coffee has consumers in every corner around the world. The taste for this product grows and is gaining ground in the segment of other culturally traditional beverages such as tea. Coffee consumption evolves more rapidly due to the influence of information technologies, socio-economic changes in the different countries, concern for health and sustainability, the rising purchasing power of the population, which chooses increasingly more sophisticated products, and the preference for
brands with a higher purpose. All these factors are opportunities for the 100% Colombian coffee.
In the Western world, as well as in the emerging markets, the final consumer begins to perceive coffee not only as a drink, but as an experience for the senses. In addition, consumers are increasingly educated and have greater access to information about the products they buy, so they compare their attributes to make purchase decisions with a clear inclination towards those who they perceive of quality.
Another important aspect is that coffee consumption is growing among young people. According to the webpage http://www.forumdelcafe.com/sites/default/files/biblioteca/tendencias_6.pdf the best sign of this trend can be seen in Asian countries such as China, a market where major coffee consumers range between 20 and 30 years old, who are much more receptive to Western traditions than previous generations.
Some of the most significant trends that will influence the coffee industry in the coming years are
- Products for each moment. Nowadays coffee consumers are increasingly expert, they know raw materials, the types of grinding and qualities. It is usual that those consumers have at home different brewing methods for their guests and prefer high-quality soluble coffee for specific consumption occasions.
High-quality soluble coffee is gaining room among connoisseurs because it is a product of excellent performance in the cup, with the advantage of practicality and convenience. In the world of soluble coffee, there is more and more differentiation; products feature multiple flavor nuances or are mixed with roasted and ground coffee particles that give them qualities of flavor and aroma.
- Stories to be told. Like in the wine industry, consumers want to know more about the origin of the product they are drinking, how the region it comes from is, what characterizes the population, and who is the person or group that produced it. Knowing these peculiarities leads consumers to identify themselves with authentic stories behind each brand, understand their motivations, difficulties and challenges.
- Healthy and functional products. There is a growing global trend in consumption of drinks with natural ingredients that provide additional benefits to those who consume them. So the food industry has been working very hard on innovation and scientific development of new formulations that generate positive impacts and in turn are pleasing to the taste. In Latin America the growth of functional products has been steady and yearly double-digit growth rates are estimated for the next 5 years. In line with this, coffee has traveled a long way since it is a natural product, with high content of antioxidants and the benefits of caffeine. For the future, we can expect innovations in products that exalt and enhance the qualities of coffee.
- New consumers. The new generations are more informed and demanding. They have tools to speak and be heard through digital channels. They want the products they pay for to have a mission that goes beyond the search of earnings, with commitments on environment, social responsibility and sustainability matters. In this new context, Colombian coffee producers and brands must exalt high quality of the products that are sold, the social work that benefits farmers, and the activities carried out for conservation of the planet.
Coffee in figures
According to http://www.forumdelcafe.com/sites/default/files/biblioteca/tendencias_6.pdf, in the last decade global coffee consumption has shown a demand growth of 1.9% per year since 2010. According to data from the International Coffee Organization, demand could reach up to 10.2 million tons in 2020 and emerging markets account for 50% of the global coffee consumption.
Analysts expect that over 800 million new middle-class consumers enter the global markets by 2020. This new reality will bring about growth of demand for certain products, including coffee, which will cause a significant pressure on the price.