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.