For many, turning a love of coffee into a sustainable career proves challenging. Skilled baristas are leaving specialty coffee for better-paying jobs in sectors like luxury fashion. Luxury brands offer baristas up to €40,000 annually – double what specialty coffee shops pay. Specialty coffee faces quality challenges as automation rises to fill the talent gap.
When buying products, consumers are often driven by the desire for a specific feeling, the fulfilment of a dream, or a memorable experience. Ceremonial cacao is booming in the US, sold as a mystical, ritual experience – though many claims remain unverified. Consumer trust is dropping fast: only 50% of US consumers trust brands, with even lower trust among Gen Z.
Italy has long been the bastion of traditional coffee culture, where espresso is king, and the ritual of a quick shot at the local bar has remained largely untouched for generations. In 2018, Italy had 150,000 traditional coffee bars compared to only 100 specialty coffee shops. Today, Italy is embracing specialty coffee culture, with youth wanting slower, more mindful consumption
Organic is one of the most recognisable labels on the shelves, and demand for organic coffee is growing. The global organic market was worth $133 billion in 2021 alone. Meanwhile, the demand for environmentally friendly cleaning products is also growing. Coffee brands could tap into these trends by offering organic coffee from farm to cup – including brewing
Regenerative agriculture is trending in the coffee sector, increasingly being promoted by big agri-food firms as well as niche actors. More of a holistic approach than a certification, it is a conveniently catch-all term that can mean everything and nothing.
The European market represents 24% of global coffee consumption, a great opportunity for roasters looking to expand internationally. But it's a fragmented market with entrance hurdles that require careful consideration.
Over the last decade, there has been an enormous amount of research into coffee’s health benefits. However, they are associated with the coffee itself – not necessarily what people add to it. As more and more people begin perceiving coffee as something of a superfood, it's important to litigate how and when this applies.
For various practical and cultural reasons, farmers don't tend to drink their own coffee. However, this is starting to change, and it could be for the betterment of the industry that it is.
