- Infused coffees have divided the specialty coffee sector
- In Colombia, producers and roasters are quietly introducing infused coffees to meet shifting consumer tastes
- Can innovation and tradition coexist, and how will this shape the segment?
ADDING natural or artificial flavours during processing allows producers to create bold, exotic profiles that appeal to a broader consumer base.
Infused coffees are a way for producers to get their coffees to compete in the same arena as some of the most prized specialty coffees, but with less effort and expense.
However, this raises questions about the future of specialty coffee’s identity.
In Colombia for example, a country synonymous with high-quality coffee, producers are increasingly turning to infused coffees as a lucrative outlet. Many infused Colombian coffees have made their way to international coffee menus, further growing both the popularity of these coffees abroad and the country’s reputation in producing them.
Roasters there are also reportedly quietly introducing infused coffees to local coffee shops to meet shifting consumer tastes.
It’s a trend that’s picking up across the globe. While some see infused coffees as a way to innovate and attract new customers, others worry they undermine the values of authenticity, terroir, and ethical sourcing.
They offer vibrant, often unconventional flavour profiles such as strawberry, tropical fruit, or vanilla, that appeal to consumers looking for something different. These coffees often rely on additives to achieve bold flavours, bypassing the need for rare beans or labour-intensive processing.
“Infused coffees are popular in part because of their accessibility,” says Abraham Castro, Green Coffee Buyer at Ally Coffee.
“However, their novelty might limit their longevity. Without a doubt, it’s a product that arouses curiosity, and I think that those objectives are more than fulfilled. We have to remember that in the end, this is business. What gives you profitability is what you have to bet on. That said, infused isn’t a coffee profile that most consumers will turn to for their daily consumption.”
Coffee shops from London to Melbourne to Bogota have begun to incorporate infused coffees into their menus – although many do so discreetly to avoid alienating purists or confusing customers.
While infused coffees have sparked debate across the specialty coffee industry, the growing prevalence of them on coffee shop menus shows that there is certainly a market for them.
However, while the demand for infused coffees may exist, it remains limited and niche for the time being.
“The question is how much demand there is for these coffees and what happens if many start serving them,” says Abraham. “Generally, the sale of these lots is small-scale.”
Are infused coffees at odds with specialty values?
The specialty coffee industry traditionally prioritises terroir, provenance, and natural flavour profiles that emerge from careful cultivation and processing.
Infused coffees, however, challenge these values by delivering flavour through additives instead of natural characteristics.
According to many industry professionals, these coffees blur the lines between authentic specialty offerings and artificially manipulated products. But can they topple the coffees that have dominated specialty coffee menus to date?
“In my opinion, infused coffees are unlikely to replace traditional offerings,” says Abraham. “Honey processed, washed, and naturals continue to have an established market. After three days of drinking the same infused coffee, you’ll start missing these classic coffees for sure.”
The rise of infused coffees has also sparked debate around ethical sourcing.
By prioritising flavour manipulation, brands may be overlooking the importance of supporting farmers and highlighting unique terroirs – missing one of specialty coffee’s key objectives.
However, infused coffees don’t necessarily need to be written off entirely. They can be complementary, rather than disruptive, to the specialty market.
“Infused coffees are nothing new, they have been on the market for a while,” says Abraham.
“While infused coffees have somewhat infringed on traditional specialty coffees’ space, I would argue that the industry won’t change too drastically. “Not all infused coffees are good – and conversely, neither are all traditional ones. There is space for both to shine.”
Will infused coffees find their place in specialty?
The growing popularity of infused coffees has implications for the future of specialty coffee.
Their strategic combination of bold, innovative flavour profiles and affordability means these coffees could redefine consumer expectations – shifting focus from origin-based quality to manufactured taste.
However, despite concerns being voiced across the industry and growing frustration from terroir-focused purists, it seems that the market share of infused coffees will remain niche.
“If we make a general analysis, the percentage of sales of these coffees has grown,” says Abraham. “But at a general level, the coffees that continue to be sold are mostly traditional washed coffees,” he says.
“Infused coffees make a lot of noise and are today’s market trend, but in my opinion they aren’t moving the market in its entirety. The demand from roasters is there, sure, but not at a large scale.”
A divide between origin-focused purists and those embracing flavour manipulation is a possibility. Yet some argue that innovation and tradition can coexist, with infused coffees appealing to consumers looking for unique experiences without replacing conventional offerings.
The broader concern is whether infused coffees dilute the definition of “specialty.” Ultimately, the industry must navigate a path that accommodates both innovation and tradition without compromising its values.
“I think that those of us who are in the industry have already started to measure these coffees on a different scale – we appreciate them too and some are very tasty, but I don’t think we truly judge conventional coffees according to the same standards as infused ones,” says Abraham.
“Each one has its own demand – the important thing is that both producers and roasters maintain their profitability.”
Infused coffees offer innovation, accessibility, and profitability, but their rise also forces the specialty coffee industry to re-examine its priorities. While these products may not dominate the market, their presence could reshape consumer expectations, making flavour manipulation more acceptable than the artistry of terroir and processing.
While infused coffees may bring novelty and intrigue, the scale of their impact on the specialty coffee market remains arguably minor.
“They’re different products, but they will never be the consumer’s daily regular, or at least that’s the impression I’ve been getting since these coffees popped up in the market,” says Abraham.
Whether infused coffees will dilute the specialty coffee brand or coexist alongside it depends on how the industry manages to juggle consumers’ expectations on novelty and affordability while maintaining specialty coffee’s high standards and dedication to uniqueness.
For specialty coffee to maintain its distinct identity, it must strike a balance – embracing innovation without losing sight of its roots.
Coffee Intelligence
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