France boasts a storied coffee heritage dating back to the 17th century. Today, the French coffee scene conjures images of bustling café terraces and iconic bistros.

These establishments remain an integral part of modern French coffee culture, but over the past decade, the country has also experienced significant growth in specialty coffee consumption.

As specialty cafés proliferate, they introduce modern aesthetics, new rituals, and stiffer competition for traditional venues. Many now favour Nordic-inspired, minimalist, and laptop-friendly settings, replacing ornate interiors with more streamlined designs. The classic café au lait is gradually supplanted by the flat white and cappuccino as consumer preferences shift.

Specialty coffee is spreading from major cities into smaller towns. As traditional and specialty offerings coexist, new roasters emerge and flourish, driving innovation and reshaping consumer habits.

I spoke to Mikaël Portannier of Parcel Coffee, Christophe Servell of Terres de Café, and Guillaume Langloy at Loutsa Torréfacteur to learn more.

You may also like our article on how Eastern Europe is embracing specialty coffee.

A brief history of coffee in France

The longstanding history of European coffee consumption and café culture dates back to the 17th century, when coffee spread throughout the continent and the first coffee houses opened, including in France.

Initially, Turkish-style coffee was most popular and eventually gave name to the “petit noir”, a drink that still endures today in France.

“France was an early coffee adopter. The Bourbon variety was first introduced to the island of Bourbon (now La Réunion) under King Louis XIV’s rule,” says Christophe, the founder of Terres de Café, a specialty coffee roaster in France that focuses on some of the world’s most exclusive coffees. “From there to the mid-18th century, coffee was considered a rare and expensive terroir-focused product.”

At the end of the 18th century, it was estimated that Paris was home to more than 800 cafés. During the early 19th century, the number is believed to have increased to over 3,000, making coffee one of the most popular drinks in the French capital.

Café culture expanded and thrived, as coffee houses became important public meeting spaces, embodying many characteristics of the third place. These traditional cafés and bistros are still an integral part of modern French society.

“Traditional French café culture isn’t necessarily about the coffee itself, but about the ritual around it,” says Mikaël, the 2025 World Coffee Roasting Champion and the founder of Parcel, a specialty coffee roaster in Normandy, France. “Coffee has always been something you enjoy seated on a terrace, facing the sun, with a newspaper or a friend. It’s more about connection, conversation, and slowing down than about the drink as an energy boost.”

This slow, experience-driven culture of enjoying coffee parallels the Italian and Spanish coffee-drinking cultures. Similar to Italy, most French people drink short black coffee beverages or espresso during the day, with the possible exception of café au lait in the morning.

Specialty meets tradition: How France’s coffee culture is changing

In France, there has always been a strong culture of work-life balance. The French generally value time to slow down, socialise, and indulge in food and drink, resulting in a slower pace of life compared to other Western European cultures.

However, today, younger generations are shifting their preferences and habits, and the coffee scene and its culture have undergone a corresponding transformation. 

With an increasing number of freelancers, people working from home, and the emergence of other flexible employment formats, many turn to cafés as an alternative workspace. This trend has coincided with the proliferation of specialty coffee throughout the country, reimagining coffeehouse culture in numerous ways.

“Over the last decade, things have changed dramatically. Ten years ago, even in excellent restaurants or bakeries, coffee quality was often an afterthought,” Mikaël explains. “Today, more and more places understand that serving good coffee completes the entire experience. 

“Specialty coffee has become a real part of French gastronomy, and not just something for coffee geeks,” he adds. “In general, French roasting tends to aim for balance, sweetness, and a rounded body, a bit more developed than the very light Nordic style, but much lighter than the old French roast reputation. 

“We’ve moved away from the idea that darker is better. Today, French roasters are finding a middle ground: clean, sweet, and elegant flavour profiles.”

Independent specialty coffee shops and brands catering to younger generations, who seek higher-quality offerings and more modern interior design, are thriving in markets such as France. 

Specialty coffee’s market share in France has increased steadily in recent years, from 1-2% of the overall coffee market in 2017 to about 4% in 2020, according to CBI.

“The number of local coffee roasters is exploding, as well as coffee shops all across the country,” says Christophe. “The standard for coffee is changing for the better.”

A clash of cultures?

In a country like France, which doesn’t easily give up traditions, however, the most sustainable future will be one where both specialty and traditional coffee culture can coexist. Many consider that specialty does not erase tradition, but rather enhances it.

“Many traditional cafés have started working with small roasters while keeping their classic French charm,” Mikaël says. “You can still sit at a zinc counter or a sunny terrace, but now your espresso actually tastes good. That’s what makes the evolution so exciting; it’s not about changing the atmosphere, just improving the quality inside the cup.”

Although the number of specialty shops and new roasters opening is growing rapidly, the overall shift in France’s coffee culture is happening at a slower pace compared to other Western European countries.

“There is a clear change in the country driven by younger generations looking for quality products, but unlike other countries, it is a slow evolution – far from a revolution,” says Guillaume, the co-founder and CEO of Loutsa, a specialty coffee roaster in Lyon and Paris.

There are evident tensions between the “old” and “new” coffee culture in France. While specialty coffee shops offer much better quality coffee, modern design, the influx of remote workers, and a growing takeaway coffee culture arguably detract from the slow-paced, social spirit that defines traditional French cafés. 

Simultaneously, specialty coffee’s emphasis on acidity and fruit-forward flavour profiles presents a stark contrast to what most French coffee drinkers are accustomed to.

“The average French consumer is definitely moving in the direction of better coffee, but habits are tough, and bitterness still rules the game,” says Guillaume.

Roast & ground, as well as single-serve, coffee formats continue to dominate the French market. According to CBI, in 2022, roast & ground and whole bean coffee accounted for 66% of all products sold, with pods accounting for the remaining market share. The coffee pod market accounts for 65% of the total retail market value, significantly exceeding the average of 39% in the European market as a whole.

“Nespresso leads the home market, but every day we see more and more consumers wanting to get away from capsules,” Guillaume says. “After Covid, sales of bean-to-cup machines spiked, and while growth may have slowed down, more and more homes are opting for beans instead of capsules.”

What lies ahead for specialty coffee in France?

As specialty coffee culture experiences a “slow bloom” in France, the question arises of how the country’s coffee market will evolve in the years ahead. 

“People no longer need to live in Paris or Lyon to discover specialty coffee,” says Mikaël. “When they can taste it in their own town, they start asking questions, buying beans, and brewing at home. It’s everyday exposure that builds long-term cultural change.

“I think the traditional French café spirit will stay, and people won’t suddenly walk around with takeaway cups like in London or New York,” he adds. “But the quality in those cafés will continue to rise. We’ll see more places serving excellent coffee in a very French way: slowly, with style.”

With the expansion of high-quality coffee offerings, consumer behaviour will inevitably evolve. As people in smaller cities and towns have easier access to better coffee and education about the wider supply chain, preferences will start to shift, particularly among younger generations.

Older consumers will likely continue to gravitate toward traditional bistros and cafés that offer more familiar, historic settings and drinks. As these two coffee spaces coexist, the French market will undergo further transformation.

“People will drink less but better coffee, similar to wine,” Christophe explains. “We drink 50% less wine in France since the 1970s, but better quality, driven by the success of the natural wine market.”

Cultural differences will also play a significant role in the growth of the country’s specialty coffee market. France’s slower pace of life and emphasis on work-life balance often mean that fast or excessive growth is perceived as unsophisticated. As a result, France may not experience the explosive growth and hyper-competitiveness of specialty coffee as seen in markets like the US, the UK, Australia, and Scandinavia.

Taxation and bureaucracy are also important factors at play. France has a complex business landscape that is expensive to navigate, which limits incentives for rapid scaling.

France is Europe’s fifth-largest importer of green coffee, with importers like Belco supporting the growth of the country’s specialty coffee market. The company recently hosted the European edition of the Global Coffee Awards, recognising roasting excellence and the producers behind the coffees.

The country’s global reputation for gastronomy excellence also puts it in a unique position to drive innovation in specialty coffee. France’s use of fresh and diverse local ingredients, its cultural emphasis on dining as a social and sensory experience, and the blending of modern and traditional cuisine set a precedent for experimenting and innovating with specialty coffee.

Similarly, France’s well-established wine sector, which honours factors such as origin, terroir, and processing methods, can provide consumers with a baseline understanding of how to appreciate the same characteristics in specialty coffee.

There’s no doubt that France’s coffee culture is changing. Once characterised by classic bistros and the café au lait, the country is embracing the modernity of specialty coffee.

The market will continue to grow and evolve, albeit at a slower and steadier pace than other Western European countries. But France’s proclivity for wine, gastronomy, and social dining experiences means it has the potential to truly innovate in specialty coffee.

Enjoyed this? Then read our article on the differences in coffee consumption between the US and Europe.

Photo credits: Terres de Café, Loutsa Torréfacteur, Parcel Coffee

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The specialty coffee industry is seeing noticeable splits in consumer preferences. While some coffee drinkers continue to demand single origin lots and unique processing methods, others have become more focused on customisation and experiential beverages. 

In some cases, coffee is simply one ingredient among many, or not included at all, as matcha and drinking chocolate gain popularity. Brands such as Blank Street and Knoops are expanding rapidly and reporting record sales by tapping into visually appealing drinks and limited-edition drops to draw in younger consumers.

As the specialty coffee industry continues to transform, roasters’ success will depend on their ability to anticipate and adapt to these cyclical shifts. Balancing the excitement of new trends with core quality will be key to enduring relevance.

I spoke with Francisco Gonzalez at Nomad Coffee, Morgan Eckroth at Onyx Coffee Lab, and Guzel Yildirim from The Barista Lab to learn more.

You may also like our article on why coffee quality is no longer a differentiator for roasters.

Coffee consumer preferences are changing considerably

The demand for high-quality coffee continues to grow the world over, with single origin lots and innovative processing methods at the forefront.

In June 2025, the National Coffee Association reported that specialty coffee consumption in the US had reached a 14‑year high. According to one of its most recent reports, 46% of adults in the US reported drinking a specialty coffee in the past day, up 84% since 2011 and surpassing past-day traditional coffee consumption at 42%. This milestone marks a shift led by younger consumers, with more than half of those aged 25 to 39 now opting for specialty-grade beans.

Demand is also growing in emerging, less mature markets. By 2030, India’s coffee market is forecast to double in value, with specialty coffee accounting for nearly 18% of this growth – a remarkable shift in a historically tea-drinking nation.

Simultaneously, however, we’re seeing a noticeable global trend towards customised, iced drinks (including non-coffee options) that indicate a shift away from “pure” specialty coffee.

Caffè Nero recently posted record first-quarter revenues of £166 million, up 9% year on year, fuelled by a 49% surge in iced beverage sales. Matcha has been a key driver in the UK chain’s success; it sold over 1.3 million matcha drinks during the first quarter of 2025 alone.

Brands like Blank Street have also propelled matcha into the spotlight, capitalising on soaring global demand. Flavoured iced matcha drinks, such as Carrot Cake and Banana Bread, now account for 50% of Blank Street’s US sales, underscoring their vast popularity. 

UK chain Knoops, meanwhile, has focused on premium drinking chocolate, offering more than 20 chocolate varieties and numerous add-ons, including herbs and spices, for both hot and cold drinks. The specialty drinking chocolate market is a promising bet, as it’s projected to reach almost US$5 billion in value by 2025. By combining the appeal of premium specialty chocolate with the trend of customised beverage experiences, Knoops has achieved rapid growth, expanding into Dubai and the US.

The cold, customised drink boom is generational. For many younger consumers, iced coffee is the default, serving as the ideal vessel for flavoured syrups, cold foam, sweeteners, and plant milks.

The NCA’s Spring report found that Gen Z consumers in the US now drink roughly as much iced coffee as hot – significantly more than any other demographic.

“They want a personalised, meaningful, and shareable experience. Coffee has moved from being a routine beverage to a form of self-expression, wellness, and lifestyle,” says Guzel, the founder and CEO of The Barista Lab, a specialty coffee shop in Geneva, Switzerland.

“We’ve seen post-pandemic mindset shifts; coffee is now a moment of self-care and ritual,” he adds. “Wellness culture has also gone mainstream, so functional drinks are now expected. The growing influence of social media means coffee has become a shareable experience, while tech-enabled customisation means infrastructure now allows for scalable personalisation.”

Catering to a split coffee market

Changing consumer preferences come at a pivotal moment for the coffee industry.

Green coffee prices have remained high and volatile since April 2024, reaching a record high in February 2025. Inflation has also dampened consumer spending, so rising retail coffee prices have only slowed growth in many cases.

Giants like Costa Coffee, currently on sale by Coca-Cola after a disappointing financial performance, have allegedly “lost the matcha generation”. This underscores the need to cater to diverse tastes – or risk taking a loss as competition intensifies.

“We’re seeing a split where coffee is either an occasional luxury – a refined ritual, meant to be savoured and shared – so fewer coffees but better experiences,” Guzel says. “Or, coffee as an ingredient – a base for wellness and lifestyle drinks, often customised with flavours or functional add-ons.

“This dual behaviour reshapes how we serve our audience,” he adds. “We focus on delivering meaningful, high-quality moments for those who value craft and care. But less coffee doesn’t have to mean less impact; it just makes each cup matter more.”

For many specialty coffee roasters and cafés, balancing quality and integrity with trend-driven consumer preferences has become difficult, especially as those preferences shift further away from “pure” coffee. High-quality coffee, once the focus of many menus, is becoming just one component among many – or not present at all in some cases.

Iced coffee and non-coffee drinks allow for higher margins through upcharges. As consumers increasingly opt for flavoured syrups, plant milks, and cold foam, operators can diversify their supply chain and are less at the mercy of fluctuations in coffee prices and, therefore, quality. In today’s volatile market, this is hugely beneficial for many coffee businesses.

“Providing unique beverage experiences and exclusive menu items is an achievable way for most cafés to set their offerings apart while also incentivising customers to come back repeatedly with signature menu changes,” says Morgan Eckroth, coffee content creator and the content marketing specialist at specialty coffee roaster Onyx Coffee Lab in Arkansas, US.

While black filter coffee and espresso are timeless classics, trend-driven, customised, and limited-edition drinks are increasingly taking centre stage, attracting new audiences.

But for specialty coffee roasters and cafés, this doesn’t have to mean compromise.

“Signature or customised beverages should be thoughtful and intentional in how they feature coffee,” Morgan explains. “The goal should ever be to hide the presence of coffee, but to transform it alongside carefully selected ingredients. 

“Brands should consider the flavour story they are trying to tell with each drink,” they add. “What is the drink’s flavour profile? The texture? The type of coffee is best suited to it?” 

Some, meanwhile, are choosing a strict focus on “pure” coffee expression that caters directly to their core audience.

“We’re seeing more and more people are willing to pay for exceptional coffees, not for customised beverages,” says Francisco, the head of coffee and co-owner of Nomad Coffee, a specialty coffee roaster in Barcelona, Spain. “We operate three coffee shops where we don’t offer personalised or mixed coffee drinks. There’s a growing appreciation for single origin and high-quality coffees, and that’s what we aim to highlight.

“Ultimately, every roaster should follow the path that aligns with their values and taste,” he adds. “Buy, roast, and serve what you genuinely love. There’s enough space in the market for different interpretations of what coffee can be.”

Keep up with industry trends or double down on values?

Trends have always shaped the coffee industry. But with the growing prevalence of social media and rising prices creating more cost-conscious, value-driven consumers, it seems their influence on specialty coffee is accelerating.

For some roasters, tapping into them could prove lucrative. A large part of the market is willing to pay more money for high-quality customised and limited-edition drinks, rather than a single origin pour-over.

“Signature drinks often offer customers a unique visual and sensory experience through presentation and garnishing, turning them into something that can be viewed more as a luxury and treat,” Morgan says. “While I fully believe that pour overs can and should offer those things as well, communicating that to a customer is a lot harder and requires more nuance than a theatrical signature beverage.”

Iced, customised drinks could provide temporary relief in a market defined by sustained high prices. However, there are still opportunities for roasters and cafés to strengthen their “pure” coffee offerings in more engaging, interactive ways that appeal to consumers seeking ritual.

“Omakase-style coffee services allow customers to have a full range of coffee experiences in one sitting, and at this point in time, I think those types of services are the best example of uncompromised coffee quality and signature drinks,” Morgan tells me.

Ultimately, there’s room for all kinds of experiences in specialty coffee, and recent market diversification symbolises this. While younger customers currently gravitate towards trending, stylish drinks, “others will continue seeking clarity and purity in their cup,” Francisco affirms.

“When customers taste something truly special and understand where it comes from, who produced it, and how it was processed, they build a deeper appreciation for the product,” he adds. “It’s not just about flavour, but also about connection and meaning. That’s what makes specialty coffee unique, and that’s how we keep people engaged with it.”

Trends come and go in any industry, and specialty coffee is no exception. Iced coffee, matcha, and drinking chocolate will continue to influence the market for the foreseeable future.

But given their proclivity to cycle through trends rapidly, younger generations may soon start to demand new flavours and beverage experiences. For roasters and coffee shops, constantly keeping up with these changes risks losing authenticity.

Instead, specialty coffee brands should focus on their core values. Whether that’s curating a solid pour over menu, serving eye-catching signature drinks, or both, it needs to feel genuine and true to who they are as a brand.

Enjoyed this? Then read our article on why it’s never been more important for roasters to invest in quality control.

Photo credits: Nomad Coffee, The Barista Lab

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Processing is often at the forefront of innovation in specialty coffee – reinventing how we experience it altogether.

Clean washed coffees are as popular as ever, but the growing demand for more exciting, “unusual”, and novel flavours has driven producers to further experiment with processing techniques. Some have “reimagined” traditional methods or created entirely new ones – opening up new flavour possibilities and market opportunities.

As producers continue to push the boundaries of processing innovation, it’s important to understand how it will evolve and what challenges lie ahead.

I spoke with Felipe Sardi from La Palma y El Tucán and Edwin Noreña from Campo Hermosa Coffee to find out more.

You may also like our article on whether innovative processing can help coffee producers overcome challenges.

How coffee processing keeps evolving

Processing has a huge impact on the overall coffee experience. Research estimates that post-harvest activities, especially processing, are responsible for up to 60% of final coffee quality.

It also has a significant influence over flavour and mouthfeel. Washed and natural processed coffees – often considered the most “traditional” – make up the vast majority of the market. The former are generally much cleaner with more noticeable acidity, while the latter are fruitier and sweeter with a more pronounced body.

Honey processing, also now considered “standard” in specialty coffee, utilises different variations of mucilage retained on the beans to create a range of flavour profiles. Black honey, for example, implies 75 to 100% mucilage, so it’s most similar to natural processing. White honey, meanwhile, usually contains around 10% mucilage – akin to a washed coffee.

Building on the foundation of the “big three” processing methods, more producers started to experiment with their techniques in the mid-2010s. Controlling specific variables or utilising additional ingredients allows them to create entirely new flavour experiences – catering to growing consumer demand for more unconventional sensory profiles.

Controlled fermentation as the driver of innovation

Carbonic maceration emerged in 2015, popularised by Sasa Sestic’s win at the World Barista Championship. Like other processing methods that followed, carbonic maceration leverages fermentation to amplify certain flavour attributes or introduce new ones.

“Over the past few years, the greatest innovation has been the intentional use of fermentation as a tool for sensory design,” says Felipe, the co-founder of the award and competition-winning La Palma & El Tucán coffee farm in Colombia. “We’ve moved from simple washed or natural processes to scientifically guided fermentations, where pH, temperature, microbial activity, and oxygen exposure are meticulously controlled.

“At La Palma & El Tucán, we developed and documented methods such as lactic, acetic, bio-innovation (washed and natural), pH clarity, and honey fermentation processes – each finetuned for specific flavour profiles,” he adds. “These aren’t just experiments anymore; they’re structured, repeatable systems designed to amplify terroir expression.”

These enhanced flavour profiles have captured the attention of both high-end roasters and competitors, who use these coffees as differentiators and unique selling points. 

“Today, fermentation offers a world of possibilities,” Edwin, the CEO and owner of award-winning Campo Hermosa Coffee Farm in Colombia, known for its unique experimental Bourbon and Caturra varieties. “We use mossto, hops, fresh and dried fruits, more accessible forms of glucose, and a wide range of yeasts.”

More recently, co-fermented and infused coffees, also relying on fermentation and the use of additional ingredients, have proliferated. Infused coffees typically include flavouring agents or additives introduced externally, usually during or after fermentation, or post-harvest processing. These additions can include concentrated fruit powders or extracts, spices, essential oils, or synthetic flavourings.

Co-fermented coffees, meanwhile, utilise external organic substrates (such as fresh fruit pulp, musts, or cacao pulp) that are added during fermentation, altering the flavour beyond terroir and the cherry itself.

“Our first co-fermented coffees date back to around 2015, when I began experimenting with mossto and some commercial yeasts I found in local markets,” Edwin says. “I used this juice to infuse the coffee masses during fermentation in closed environments using small 20-litre tanks.

“When I discovered the impact of this leachate on fermentation – and its versatility as a starter culture – I called it mossto, since it followed the same principle as grape must in winemaking. I chose the spelling with double ‘s’ to distinguish it from the wine industry.”

Processing has opened up new opportunities for coffee producers

Despite high coffee prices, producers continue to face an increasing number of challenges. The rising cost of inputs, such as fertilisers and labour fees, means many are unable to reinvest in their farms, leaving them vulnerable to climate change, market volatility, and geopolitical tensions.

To navigate these hurdles, while simultaneously finding a point of differentiation in an increasingly competitive market, more farmers are turning to experimental processing and intentional fermentation. In some cases, these techniques can boost cup quality and improve flavour, especially for overripe cherries typically discarded or sold as lower-quality.

This trend is most noticeable at industry events. More producers have started to market and export coffee, including high-end fermentations, themselves, bypassing traditional trade models and exerting more control over their own supply chains. 

“Especially for those working with innovative or high-value coffees, staying close to export decisions is crucial to ensure the story, quality, and intention behind the coffee are properly communicated,” Edwin says.

These “showstopping” lots are used as conversation starters, helping producers establish new roaster partnerships that can drive long-term sales across a broader selection of more “traditional” coffees.

Coinciding with their growing presence at events, specialty coffee producers are also drawing inspiration from the winemaking industry. Although this isn’t a new concept, more farmers, including smallholders, have started to work directly with wine and beer experts to apply similar practices to coffee processing.

While the primary intention is to broaden the spectrum of flavour without sacrificing clarity or origin integrity, cross-industry collaborations can also result in more consistent and replicable fermentations. They can also give producers greater creative freedom to differentiate their coffees in the market, as well as a more scientific approach to improving quality control and shelf life.

“We are deeply inspired by the wine and beer industries, especially their scientific approach to fermentation, variable control, and use of starter cultures,” Felipe says. “However, it’s essential to recognise that coffee requires a very different framework. Coffee fermentation is shorter; it doesn’t occur only in a liquid medium, and the risks of over-fermentation or sensory collapse are higher.”

Supporting coffee’s ecosystem

This highlights a broader conversation about the use of natural and native ingredients versus artificial or “foreign” ones – a point of contention, especially when it comes to infused coffees. For many, the latter is seen as less desirable and could compromise the coffee’s innate characteristics, or even food safety regulations.

“Indigenous microorganisms are part of the ecosystem’s invisible language – translating soil, climate, and biodiversity into flavour. While inoculation can offer consistency in highly controlled contexts, it can also compromise the expression of terroir,” Felipe tells me. “For us, native microbes are not a variable to manage; they’re a vital part of the coffee’s identity.”

While it’s possible to introduce non-native ingredients during processing successfully, the practice requires time, expertise, and experimentation.

“We fermented coffee using hops from the beer industry. The first results were, without exaggeration, some of the most terrible coffees I’ve ever tasted,” says Edwin. “They were so intensely bitter and unbalanced that it was practically undrinkable. 

“But I was able to refine the technique by applying a fundamental, time-tested principle from beer brewing – only doing the exact opposite,” he adds. “In beer, bitterness is a marker of quality; in coffee, it’s sacrilege. So, techniques must be adapted with restraint and respect for coffee’s delicate balance. It took several iterations, learning to invert that principle, and refining timing, temperature, and hop types before we achieved balance and clarity.”

In 2024, four baristas won their respective national championships using hop-fermented coffees from Campo Hermosa Coffee.

“Fermentation offers a world of possibilities. We use mossto, hops, fresh and dried fruits, more accessible forms of glucose, and a wide range of yeasts, but we realised commercial strains weren’t ideal,” Edwin adds. “They need to be native strains, extracted from the same coffee varieties we grow.”

Accounting for risks with innovative coffee processing

Creating a sense of exclusivity is one of the most effective ways for producers to market experimentally processed coffees. Prestige and rarity can drive up brand appeal and price, sometimes to remarkable levels.

The limited availability of these coffees also reaffirms its premium positioning. Producers can command higher prices that a small but steady number of buyers are willing to pay.

Simultaneously, however, the proliferation of these coffees can obscure the realities of the broader market – namely, that these coffees are risky investments, and the market for them is likely always to remain comparatively small.

“Experimental fermentations and rare varieties like Gesha or Sidra offer not just unique flavours but compelling stories – and in this saturated market, story is currency,” Felipe says. “That said, we must be cautious. Fermentation can elevate, but it can also mask or distort. We have learned that precision, not novelty, is what sustains quality at scale.

“Failure is expensive, and invisible until it’s too late. A single misstep in pH management or microbial contamination can render an entire lot undrinkable,” he adds. “For example, we lose full nanolots to uncontrolled thermal buildup during closed-tank fermentations that go wrong. They usually cup like fermented banana vinegar – not exactly the goal.”

Ultimately, to achieve the desired results with high-level fermentations, a science-based approach is key. This means investing in infrastructure, such as hermetic tanks and cooling systems, as well as scientific tools like pH meters and microbial tracking devices. Additionally, it involves training in microbiology and sensory calibration, and implementing post-processing stabilisation protocols.

“You need to have terroir specificity, mapping micro plots, soil profiles, and climate diaries,” Felipe says. “Scientific documentation is also crucial to show buyers why a flavour exists, not just what it is.”

Evidently, for producers with fewer resources and reduced access to capital, this poses a significant barrier to experimenting with coffee processing. To support these practices more widely, both Edwin and Felipe assert that collaboration, shared infrastructure, and support are essential.

“Transparent narratives are important, like sharing both successes and failures,” Felipe explains. “Our public Error Library documents processing mistakes for wider industry learning.”

Looking ahead, the future of innovative processing won’t be hyper-fermentations with loud and intense flavours, but coffees with balance and intentional precision. 

“We’re highlighting native yeasts, local ingredients, and terroir-driven processes that are truly reflective of place,” Edwin says.

While some emerging markets may embrace more unconventional sensory profiles, authenticity and transparency will steer on-farm decisions.

“Hyper-fermentation will remain relevant, but only if it’s used to elevate terroir, not to overpower it. We’re entering the era of precision and purpose,” Felipe concludes. “The market is maturing beyond flashy fermentation. It wants flavour with intention, integrity, and identity.”

Enjoyed this? Then read our article on how honey processing is evolving.

Photo credits: La Palma y El Tucán

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Quality has always been a unique selling point of specialty coffee. 

Through grading systems, cupping protocols, farming and roasting best practices, and marketing strategies, the industry emphasises quality as its differentiating factor – the “better” alternative to commercial-grade coffee.

Even within the specialty coffee niche, roasters compete to source auction lots, high-scoring varieties, or the latest experimental processing trend – all marketed with the promise of exceptional quality and unique flavours.

As more consumers seek premium options, the push for extraordinary coffees intensifies. This, however, creates a double-edged sword; offering these coffees helps raise standards and expectations in the industry, but it means quality alone is no longer the differentiator.

Instead, roasters must also rely on consistency, value, and transparency to engage with customers in new ways. Bogdan Ciocian of Meron Coffee and Mark Dundon of Seven Seeds share their insight.

You may also like our article on why it’s never been more important for roasters to invest in quality control.

Specialty coffee’s concept of “quality” has changed

Specialty coffee positions itself as the artisanal, premium alternative to commercial-grade coffee. While large brands focus on reaching as many consumers as possible, specialty coffee roasters prioritise quality above all else, catering to a niche segment of the market.

As a result, its market share will always remain small, but the industry’s focus on excellence has fuelled a boom in premium coffee consumption over the last decade. The Covid-19 pandemic, in particular, was a significant driver of interest in higher-quality coffee. With cafés closed the world over, consumers had no choice but to replicate drinks at home – which meant investing in better beans and equipment.

The relentless pursuit of flavour diversity and innovation has also spurred market growth and diversification. As more consumers demanded new experiences, roasters pivoted their sourcing strategies to offer truly unique coffees: single origin micro lots, competition and auction-winning coffees, and experimentally processed beans. 

These coffees sparked curiosity, gaining the interest of customers who wanted to expand their palates and try more exclusive offerings. They also redefined what was possible in terms of quality and flavour innovation, showcasing entirely new sensory profiles and sometimes boasting higher cup scores. Their packaging design for these coffees has also reinforced this shift, enhancing perceived value.

Processing, in particular, became a key point of quality differentiation. While the “big three” – washed, natural, and honey – account for most of the coffees available on the market, demand for less traditional tasting notes accelerated the growth of advanced processing techniques. Terms like “thermal shock” and “lactic fermentation” became part of modern specialty coffee culture, changing how we describe quality and flavour.

However, as the specialty coffee market has matured in regions such as Australia, Western Europe, North America, and Japan, these once novel coffees have begun to lose their exclusivity.

“A few years ago, anaerobic, carbonic maceration, or co-fermentation coffees were rare and exciting. Today, they’re common in high-end cafes and competitions, and even showing up in subscription offerings,” says Bogdan, the CEO of Meron Coffee, a specialty coffee roaster in Transylvania, Romania.

“Once cutting-edge, these processes are no longer inherently differentiating – unless tied to a unique story, origin, or execution. Many roasters are chasing the same rare varieties, experimental processes, and exclusive farms,” he adds. “As more roasters offer similar stories, consumers tune out the noise unless the delivery is exceptional or emotionally resonant.” 

Conflating exclusivity with quality

Quality will always be a defining characteristic of the values and ethos of specialty coffee. But as more competition coffees, “rediscovered” varieties like Sidra, Sudan Rume, and Chiroso, and experimentally-processed lots flood the market, exclusivity and quality are often considered interchangeable – but this isn’t always the case.

“Even a coffee that receives a few hundred Euros per kilogram in an auction can be mediocre quality,” Bogdan says. “Some Asian markets are obsessed with buying expensive, exclusive coffees, even when they’re low-quality.”

This is a phenomenon known as “premiumisation” – the practice of using rarity and exclusivity to drive up brand appeal and price, often to an astronomic level at competitions and auctions. When these coffees are smaller in size, such as a limited-edition micro lot or a one-off batch of experimental processing, price and sense of value only increase.

Without transparency about the “objective” quality of these coffees – including grades and cup scores, not just scarcity – customers can easily conflate “exclusivity” with “quality”. This can cause widespread confusion, damage consumer perception of “middle-tier” specialty coffees, and overexaggerate the size of the high-end coffee market.

Furthermore, as roasters often use these upscale coffees as unique selling points, they risk losing customers if quality isn’t a priority across all of their offerings.

“Some cafés can use a high-end lot as an exclusive offering, while their bulk coffee is subpar,” says Mark, the co-owner of Seven Seeds, a specialty coffee roaster in Melbourne, Australia. “Any roaster or café that uses the word ‘specialty’ should be transparent about the quality of all the coffee they buy; to do that makes you stand out.”

But in more mature specialty coffee markets such as North America, Europe, Australia, and Japan, consumers are accustomed to the widespread availability of specialty coffee.

“People are inundated with options,” Bogdan says. “In addition to the countless new coffee shops opening on every street corner, more recently, specialty coffee has also penetrated other types of retail businesses.”

Expectations about quality then rise, but the risk of consumer fatigue – when consumers are overwhelmed by excessive marketing or too many purchasing decisions – also increases.

“People will question whether or not it’s worth paying US$4 for an espresso or a cortado,” Bogdan adds. “The bar is raised higher and higher, more and more money is invested in equipment and design, and entering a mature market becomes increasingly difficult.”

Value and brand experience become crucial

As coffee quality becomes more of a prerequisite than a differentiator, roasters must find new ways to capture the attention of consumers.

“Whether you want to call it ‘peak specialty’ or something else, we have reached a point where roasters need to make decisions,” Mark says. “The need to stand out has driven a lot of change in the industry; now it’s time to focus on what longevity for the coffee industry is.”

To stay competitive, having a strong brand that communicates values and allows people to connect with them is more crucial than ever.

“Modern consumers are experience-driven; they remember how they feel more than what they buy,” Bogdan tells me. “They are super socially conscious; they align with brands that share their values.”

Simultaneously, as retail prices rise, independent specialty coffee roasters have an opportunity to double down on the value they offer customers – convincing them to switch to a buy local or small mindset.

“However, value is not just about price – it’s also about perceived worth: sustainability, origin story, craft, service, and café design,” Bogdan adds. “Brand experience is the emotional and sensory journey from packaging to in-café service to online interaction.”

To be successful, brand experience should be more than visual identity, a new logo, or refreshed packaging. The focus must shift from product-first to experience-first; roasters need to curate a cohesive brand narrative that customers want to be a part of, not just buy from.

“There is room for any roaster to tell a new, beautiful, and interesting story about great coffee,” Bogdan says. “In an industry full of Colombians and Ethiopians, you could introduce lesser-known origins such as Bolivia, Nicaragua, Tanzania, or Papua New Guinea.”

Above all else, roasters must offer dependability and reliability, especially in an increasingly volatile coffee market.

“The true differentiating factor is the consistency with which you can deliver these coffees,” Bogdan adds. “You need to convince customers by offering quality coffees year after year – this consistency leads to a culture of quality that people notice over time.”

Once differentiators, exceptional quality and unique micro lots have become the norm in specialty coffee. To stand out in today’s rapidly changing market, roasters now need to focus on consistency, value, and transparency.

“Each café needs to showcase what specialty coffee means to them,” Mark concludes. “The industry needs ambassadors to communicate the value of coffee, why roasters are so excited about it, and why it requires so much work and effort to serve it to customers.”

Enjoyed this? Then read our article on how producers can drive quality in specialty coffee.

Photo credits: Meron Coffee

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Matcha is everywhere – from Starbucks menus to specialty coffee shop offerings. 

Its vibrant green hue is a standout on social media platforms, bolstering its popularity. Further fuelled by record levels of tourism to Japan and the surge in health and wellness trends, matcha is in its golden age.

But the global boom is outpacing production, resulting in supply shortages in Japan – considered to grow the world’s best matcha. The country’s matcha production tripled between 2010 and 2023, however, record-breaking heatwaves mean farmers are struggling to meet soaring demand.

Countries such as China, Vietnam, and India can grow green tea, but do they have the capacity to produce as high-quality as Japan?

To learn more, I spoke to André Fasciola of Matcha.com and Jared Nyberg from JagaSilk. 

You may also like our article on whether matcha has become the new espresso.

What’s driving the boom in matcha consumption?

It’s impossible to ignore matcha in 2025. Although the green tea powder has been on coffee shop menus for years, revived interest has spurred its popularity to new heights.

The global matcha market is experiencing rapid growth, projected to exceed US$7 billion by 2030 from US$4.3 billion in 2023.

Once relegated to straightforward hot and iced lattes, or simply added to hot water for tea purists, matcha is now the ideal canvas for beverage customisation. Its bright green colour contrasts nicely with a variety of milks, syrups, and flavourings – making it stand out on social media feeds.

Gen Z are driving the trend, opting for heavily customised drinks that reflect their personalities and lifestyles. Matcha’s clean-look packaging and ritualistic preparation also appeal to this demographic, as they increasingly align the products they buy with personal brand identities.

Health and wellness are also key to the boom in consumption. Matcha contains an abundance of antioxidants (including polyphenols like catechins) and phytochemicals (such as chlorophyll and quercetin), which purportedly offer a number of health benefits. These include anti-inflammatory effects, lower blood pressure and LDL (or “bad”) cholesterol levels, and improved concentration and alertness.

As younger consumers increasingly prioritise their health and well-being, matcha is also emerging as a viable alternative to coffee. Both contain caffeine, but matcha is less likely to cause a “crash” compared to coffee – similar to decaf. This is because its L-theanine content helps release caffeine more slowly and steadily, providing sustained energy without the sudden spike and subsequent slump.

The post-pandemic tourism surge in Japan, the world’s most well-known producer of matcha, is also driving its popularity. Foreign visitors are increasingly drawn to the centuries-old ritual of matcha preparation, and want to replicate it themselves back home.

But skyrocketing demand is outpacing matcha supply

The surge in matcha consumption shows no signs of slowing down any time soon.

“Matcha is truly global now, not just limited to the West,” says André, the CEO and co-founder of Matcha.com, a US importer of Japanese matcha products and educational resource for matcha enthusiasts. “The matcha craze is in Africa, the Middle East, Singapore, and lots of other non-Western countries.”

More coffee shops, big and small, are tapping into the trend. Some, most notably Blank Street, are now building their brands around matcha, doubling down on customised, signature offerings that draw in new customers.

However, the global growing appetite for matcha is a double-edged sword. Japan, widely regarded as the world’s best producer of matcha, is experiencing persistent supply shortages.

Although the Japanese government has introduced subsidies for producers to switch from sencha (traditional green tea leaf) to tencha (green tea ground into powder) to help meet demand, supply chains continue to be strained.

“Traditionally grown matcha is a very labour-intensive process that requires skilled workers and specific growing conditions,” André says. “There’s also an ageing farmer population in Japan; the average age of a tea farmer is 65 years old.

“In many ways, the Japanese tea industry hasn’t modernised. They are still growing, picking, and processing matcha in old-style ways,” he adds. “Most high-quality matcha is picked by hand.”

However, as with specialty coffee, these diligent harvesting and processing techniques are what maintain matcha’s high quality and depth of flavour.

Japanese producers use a combination of shade-growing techniques to slow down the maturation of the tea plants. After careful and selective handpicking, the leaves are steamed to prevent oxidation, preserving their vibrant colour and delicate flavours. Farmers then dry and sort the leaves for quality, and destem and devein them.

Finally, the dried leaves are slowly stone-ground into an ultra-fine powder using either machine mills or traditional granite stone mills. The slow and specific milling process preserves matcha’s natural sweetness and nutritional potency.

Can other countries grow matcha?

As Japan struggles to meet the growing global demand for matcha, buyers may look elsewhere for more stable supplies.

China is currently the world’s biggest producer of matcha. Tongren City, located in southwest Guizhou Province, is home to the world’s largest single-site matcha factory, which even exports large volumes to Japan.

However, producers in China often lack the expertise and infrastructure to match the quality of matcha grown and processed in Japan.

“Matcha originated in China, but the Japanese perfected it,” says Jared, the co-owner of JagaSilk, a Canadian “maccha” miller and wholesaler. “I’ve never had good-quality matcha outside of Japan; it’s always lacking in umami.”

In Japan, matcha predominantly grows in the regions of Uji, Yame, and Nishio. The climate and terroir, including the amount of sun, shade, rainfall, groundwater, and soil quality, all impact matcha’s flavour and quality.

Although the terms “ceremonial-grade” and “culinary-grade” have become synonymous with matcha brands proliferating in Western countries, Japan doesn’t recognise these quality standards.

“These are Western marketing terms. In Japan, matcha is graded by the time of year it’s harvested, the colour, the smell, the cultivar/blend, and most importantly, the flavour,” André explains. “Great matcha is bright green, tastes naturally sweet, and is full of umami.

“The first harvest produces the best quality tea leaves; the plants have sat dormant all winter. These matchas are typically drunk straight, like great matcha should be,” he adds. “There are second and third harvests throughout the year, which are typically in summer and fall. The leaves are a bit lower on the tea plant and tend to be more astringent in flavour and less green in colour.”

Vietnam, South Korea, and Myanmar are other leading growers of matcha. Sri Lanka, India, and Kenya also produce green tea, but don’t have the necessary infrastructure and knowledge to produce commercially viable, high-quality volumes. 

“What makes Japanese matcha great is 800 years of expertise, the ideal geological environmental growing conditions, and perfection of the equipment and process,” André says. “There are regions of China that are attempting to produce matcha. However, they lack the expertise, equipment, soil conditions, and the right tea plant cultivars necessary to produce great quality matcha.”

A question of quality

While Japan grapples with sustained matcha supply shortages, countries such as China are poised to expand their production capacity. However, this will likely result in a wider division of quality on the international market.

“It’s easier to produce lower-quality matcha, even domestically,” says Jared. “So in Japan, you could produce it, and potentially meet quite a lot of demand, as long as more producers switch over from growing other types of tea.”

But for specialty coffee shops aiming to expand their focus on coffee quality to include matcha, sourcing the highest-quality products is crucial. There are several determining factors that café operators can look for, including:

• Colour: A bright, vibrant green colour, which results from an effective shading process, indicates superior quality.
• Texture: Finely ground matcha should feel silky and smooth.
• Aroma: High-quality matcha has a sweet fragrance with a fresh, grassy scent.
• Taste: High-quality matcha has a well-balanced umami flavour. Creamy and vegetal, with minimal bitterness, sweetness, and slight astringency.
• Packaging: Quality matcha is typically stored in airtight containers or packaging in relatively small quantities to maintain freshness and protect it from light and air exposure, ensuring optimal flavour and nutritional benefits.

“Make your tea programme really simple, but make it really high quality,” Jared advises. “You should invest in a little bit of training and serve it properly, showing the tea its proper respect.”

The global matcha craze is unlikely to subside in the coming months, prompting more coffee shops to follow suit and add it to their menus. 

But as supply shortages persist, operators need to be mindful of where their matcha is coming from and the level of quality they’re striving for.

Enjoyed this? Then read our article on whether green tea contains more caffeine than coffee.

Photo credits: Matcha.com, Miyuki Nyberg, JagaSilk

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High green coffee prices have become a new normal for the coffee industry – and they’re reshaping consumer behaviour.

Many roasters have raised their menu prices to manage tight margins, passing additional expenses onto already cost-conscious customers. Some may pivot to more affordable blends or single origins in response, while still staying loyal to their favourite local independent roasters.

Despite a cost-of-living crisis, GlobalData reports that 41% of consumers “somewhat agree” that supporting the local community was more important than buying from larger multinational brands, while 22% “strongly agreed”.

But at the same time, private label products have never been more popular in countries like the US, signalling a division in the market.

I spoke with John Steel of Cafédirect and Alicia Love of Coffee Labs Roasters to find out how rising retail prices could reshape coffee consumer behaviour.

You may also like our article on how rising prices allow consumers to learn more about coffee shops.

How rising coffee prices are reshaping the industry

The C price continues to remain high and volatile. In February 2025, arabica futures rose to an all-time high of US$4.41/lb. Since then, prices have fluctuated, but largely remained above the US$3/lb mark.

Although specialty coffee operates outside the C market, with roasters and importers paying premiums for higher-quality lots, it is heavily influenced by broader market movements.

“Coffee prices have risen so sharply that it’s not just low-cost supermarket coffees that are impacted,” says John Steel, the CEO of B corp UK roaster and coffee retailer Cafédirect. “Those of us who pay more for coffee are particularly affected. When you already pay above the market price for coffee, any global spike on top of that can be difficult to absorb.”

Roasters are also grappling with higher operational costs. Energy prices remain volatile, labour costs are increasing as businesses compete for skilled staff, and sustainable packaging materials often carry a premium price tag. Even borrowing costs are climbing, with higher interest rates making loans and credit facilities more expensive.

All of these conditions put roasters in a difficult position, forcing them to absorb additional costs or pass them on to customers.

In many cases, they have little choice but to raise their retail prices. Already operating on razor-thin margins, absorbing costs in such a challenging economic landscape is too risky for most roasters.

But despite price increases, consumers keep drinking coffee – and more of them want higher quality options. The National Coffee Association’s latest NCDT report found that the number of US citizens drinking specialty coffee in the past day has increased dramatically between 2020 and 2025. For every 100 cups of coffee consumed, 59 are specialty and 41 are traditional, representing an 18% increase over the five-year period.

“After two recessions in 22 years, people still need their coffee – in shops and online, too,” says Alicia Love, the president and owner of Coffee Labs Roasters in New York, US. “Younger consumers have had specialty coffee shops around them their whole life, and many think nothing of buying a high-end, premium drink. 

“We also saw a shift to espresso-based drinks during Covid-19, which make up the bulk of our over-the-counter sales,” she adds.

How are coffee consumers responding?

Even in the wake of high prices, consumers are maintaining their levels of coffee consumption.

“Coffee remains one of life’s small daily rituals – something people are reluctant to give up,” John says. “But the way they drink it, and the choices they make, are changing.

“The cost-of-living crisis has made many people more conscious about where their money goes,” he adds. “We’re seeing a rise in home coffee ’nooks’, with more people investing in bean-to-cup machines, trying out different beans, and exploring milk alternatives.”

But while people are still willing to invest in high-quality coffee options, rising prices will inevitably shift consumer behaviour.

According to a UN FAO report from March 2025, it will take almost a year for consumers to feel the effects of price spikes. The report states that up to 80% of these price rises will take up to 11 months to trickle down to EU consumers – and to US consumers in just eight months. The residual effects of these price rises are expected to last for four years.

“I think we’ll see the real change of rising coffee prices in the third or fourth quarters of the year,” Alicia says. 

Brands like JM Smucker, which owns Folgers, Dunkin’ at Home, and Café Bustelo, are warning of further retail coffee price increases in August, following earlier hikes in May, June, and October last year.

Some supermarkets and grocery retailers have pushed back, signalling that prices are reaching the limits of what consumers will tolerate. JDE Peet’s also faced backlash from European retailers for its price hikes, with some chains even refusing to stock its products during negotiations.

As major brands pass on costs to maintain their margins, we can expect to see a widespread shift in consumer behaviour.

Following trends in other markets that have experienced similar price shocks, consumers initially absorb increases. However, as prices remain high or continue to rise, they inevitably adjust their behaviour to cope with the elevated costs.

Eggs in the US market are a prime example. Average prices for a carton of eggs have soared from US$1.49 in 2018 to US$5.18 in 2025. In response, over a third of US consumers said they have stopped buying eggs, and won’t begin to purchase them again until the price comes down to US$5 or less.

Changing coffee consumer behaviour could include buying less of the brands they typically purchase, switching to cheaper alternatives or private label products, or stopping the purchase of these goods altogether.

A recent US study shows that over the past four years, annual private brand sales rose by nearly a quarter, reaching a record high in 2024. In the context of the coffee industry, this indicates that more consumers are shifting from premium beans to cost-effective supermarket blends – a sign of growing dependence on larger multinational brands.

Could the “buy local” movement proliferate in specialty coffee?

To offset steadily increasing prices, more customers are likely to pivot to cost-effective coffees, including more blends and affordable single origins like Brazil and Vietnam. 

This switch, however, doesn’t always equate to a move towards bigger brands. 

“Buy local” movements often gain traction during times of economic hardship in a bid to support small, independent businesses. Following the rollout of 25% US tariffs, 42% of Canadians were willing to “absolutely do everything” to avoid purchasing US-made products, determined to invest in local and national brands as a sign of solidarity.

As roasters continue to grapple with rising prices and operating costs, consumers could stay loyal to smaller, local brands, building a sense of rapport and connection with businesses that depend on their continued support.

“People may start to think more carefully about where their money goes, and choose to spend it with local businesses rather than multinationals like Starbucks,” John says. “There’s growing interest in value, not just in terms of taste or convenience, but in the bigger picture: where does this coffee come from, and who benefits when I buy it?”

Effective long-term strategies for roasters

As consumer behaviour shifts over the coming months, roasters of all sizes will need to adapt to find success in a changing market.

“Smaller roasters who have been around a long time can thrive and shift,” Alicia says. “Newer roasters facing costs with smaller customer bases may struggle.”

With global coffee prices expected to remain high, many roasters will need to raise their prices to keep business healthy. However, sharp, sudden increases could risk driving consumers to competitors. 

Curating diverse coffee offerings, including blends, at different price points can somewhat mitigate these risks.

“Our blends have always sold the best, demand has just increased,” Alicia says. “We offer seasonal blends that change several times a year.”

Another option is to explore alternative origins that offer competitive pricing.

“For example, in previous years when robusta prices have risen sharply, we’ve seen shifts back to arabica,” John says. “The market adapts based on cost and availability. What’s key is ensuring that any shift in sourcing doesn’t come at the cost of fairness or quality.”

Rising retail prices could result in two outcomes: a shift towards cheaper, white-label products, or growing loyalty to smaller, local roasters.

For many in the specialty coffee industry, the hope is that consumers will support the latter as much as possible.

“Local coffee houses will remain key community hubs,” Alicia concludes. “People need people, and coffee shops have long been places to connect and talk.”

Enjoyed this? Then read our article on the pros and cons of raising your retail prices.

Photo credits: Cafédirect

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From small independent specialty coffee shops to larger chains, the vibrant green tea powder is taking over menus. Younger consumers, particularly Gen Z, are driving the trend as they turn away from black coffee in favour of more creative, trendy drinks.

Indeed, matcha lends itself well to customisation, serving as a base ingredient rather than the primary focus of a drink. This begs the question: Is it becoming the new espresso?

Olivia Nottin at Matcha and Beyond and Alex Centner of MoonGoat Coffee share their thoughts.

You may also like our article on whether green tea contains more caffeine than coffee.

Why is matcha so popular now?

In today’s visual-driven age, matcha is proliferating.

Its vivid green hue has become the ideal canvas for highly customised beverages, particularly popular with Gen Z consumers, who are increasingly using their drink choices as a form of self-expression.

“We’re seeing a clear shift in Gen Z preferences. Many are moving away from high-caffeine beverages and alcohol in favour of functional drinks,” says Alex Centner, the sales director at specialty coffee roaster MoonGoat Coffee and the sales representative at Matcha Bot. “With its lower caffeine content and well-documented health benefits, such as extremely high antioxidants, it offers a compelling alternative.”

Made from finely-ground green tea leaves, matcha also has a high concentration of antioxidants, which may help reduce the risk of certain diseases. It also contains L-theanine, an amino acid that can promote relaxation and mental clarity. 

Gen Z is becoming increasingly health-conscious, largely attributed to increased awareness of health following the pandemic and greater exposure to content like “FitTok” – a corner of TikTok that features workout plans, recipes, and other fitness-related content, which has garnered more than 64 billion views.

“People are more health-conscious, coffee isn’t working for everyone anymore, and let’s face it, matcha looks beautiful,” says Olivia Nottin, the founder of Matcha and Beyond. “That vibrant green grabs attention, but it’s the benefits that keep people coming back: antioxidants, fibre, steady energy, and no crash. It’s finally getting the recognition it’s always deserved.”

Originating from Japan and dating back to the 12th century, matcha has become a global trend in recent years, popularised by brands like Blank Street, which are increasingly focusing on matcha drinks to drive sales.

“I started digging deeper into matcha and ended up travelling to Japan, visiting tea farms, seeing first-hand how it’s grown, shaded, and milled,” Olivia tells me. “It’s not just a drink, it’s a craft.”

Matcha has been revered for centuries in traditional tea ceremonies, but is now increasingly a base ingredient for customised drinks in coffee shops.

“As more people travel and experience Japanese culture firsthand, global interest in matcha has surged,” Alex says. “This increased exposure has led to higher demand, so much so that Japan is now experiencing a retail matcha shortage, with tourists purchasing large quantities to take home.”

The ideal canvas for beverage customisation?

From small specialty coffee shops to bigger chains, many are serving matcha drinks. In 2023, matcha-based drinks saw a 202% increase in sales in the UK alone. The global matcha market is projected to reach over US $4 billion by 2025 and nearly US $7 billion by 2033.

Matcha lattes, smoothies, and other sweetened, customised drinks are becoming increasingly mainstream in cafés worldwide. Younger generations not only gravitate towards matcha for its health benefits, but also for its aesthetic appeal. 

“Matcha’s vibrant colour and versatility lend themselves well to visually driven platforms like Instagram and TikTok,” Alex says. “Cafés are now building entire lines of matcha beverages alongside their espresso-based drinks. You’ll find matcha lattes next to lattes, matcha tonics alongside espresso tonics, and even playful twists like the ‘matchacano’ lined up beside the americano.”

Its bright green hue (akin to the colour of the wildly popular Brat album by Charli XCX, beloved by Gen Z), slightly grassy flavour, and compatibility with plant milks made it easy to adapt to iced and sweetened drinks.

Equipment manufacturers are also capitalising on the trend. Brands like automated beverage dispenser Flo-Smart can serve matcha drinks in six seconds, bypassing the need for equipment like whisks and controlling costs with accurate dosing.

“Matcha yields a clean canvas for everything from milk-based drinks to fizzy tonics and cocktail‐style beverages,” Alex says. “As operators look to diversify menus and cater to customers seeking both familiar formats and new flavour profiles, matcha has stepped alongside espresso as a springboard for creativity.”

With matcha taking over social media and coffee shop menus, becoming a prominent base ingredient for creative, sweetened drinks, it’s seemingly taking precedence over espresso and other coffee-based drinks. 

Following the launch of its Peaches & Cream Matcha and Matcha Lemonade lines, Black Sheep Coffee saw its sales of lemonade and matcha-based beverages increase by an impressive 315%, signalling a major shift towards photogenic, non-coffee drinks.

“Like espresso, matcha is now part of that customisation culture. Some prefer it straight and traditional, while others want it iced with oat milk and vanilla,” Olivia says. “There’s room for all of it.

“If you’re already curating your coffee offering, why wouldn’t you apply the same standard to your matcha? It’s what I’ve been advocating since I started wholesale,” she adds. “Cafés take pride in their beans, their baristas, and their brew methods; matcha deserves that same attention. It’s not a backup drink anymore; it’s becoming a first choice.”

Passing trend or menu staple?

Matcha undoubtedly offers café owners an exciting base ingredient for creating a range of drinks for their menus. Tapping into its booming popularity is a lucrative opportunity for business operators; matcha drinks have become Gen Z favourite Chamberlain Coffee’s best-selling products.

But if it’s to transcend beyond a trend or “movement”, most agree that café operators need to source high-quality matcha and know how to prepare it properly.

“Cafés should approach matcha with the same level of care and intention they apply to coffee, both in sourcing and training,” Alex says. “Just like selecting a wholesale roaster or a green coffee supplier, it’s essential to find a matcha supplier that aligns with your standards for quality, flavour, and price point.

“From a handling standpoint, matcha should be stored cold to preserve its freshness and colour. A good matcha will be vibrant, bright green, a sign of quality and proper processing,” he adds. “If it’s dull, olive-toned, or brown, it’s oxidised.”

Much like specialty-grade espresso, the ritual of matcha preparation is also an integral part of the experience and its appeal.

“Matcha has deep roots in Japanese culture – it’s not just a green drink in a pretty cup. You don’t have to wear a kimono and hold a tea ceremony, but you should respect the ingredient, how it’s made, and the people behind it,” Olivia says.

Inevitably, the market will split. Some consumers will continue to add flavourings, sweeteners, and other ingredients to matcha drinks, favouring customisation and experiential beverages. Others, meanwhile, will grow to appreciate the terroir and intentionality of matcha.

“Matcha isn’t just a trendy green drink – it has a history that spans over thousands of years, deeply rooted in Japanese tea culture and ritual. When café operators take the time to learn how to source, prepare, and speak about matcha properly, they honour that tradition,” Alex says.

“This means understanding the difference between grades, mastering preparation, and being able to communicate the product to customers. Just as we value transparency and traceability in coffee, we should extend the same care to matcha,” he adds. “Dosing, sifting, water temperature, and whisking technique all play a role in delivering a smooth, balanced matcha experience.

“Investing in this knowledge ensures your café can serve matcha that’s not only visually stunning but also meets the expectations of increasingly savvy consumers.”

Matcha is here to stay; it’s becoming a regular choice on drink menus and will only grow in popularity.

Looking ahead, high-quality matcha will secure a strong place on menus. As people become more educated about matcha – understanding the different grades, cultivars, and preparation styles – the market will continue to expand.

Enjoyed this? Then read our article on what specialty coffee has learnt from tea-drinking cultures.

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Every year, a growing number of competitors showcase the latest innovations in espresso preparation. Multiple distribution tools, post-extraction improvement machines, and advanced tampers are becoming increasingly prevalent on the world stage, as competitors push for better-tasting espresso and higher scores.

For a competition that promotes excellence, the trend towards high-tech, fashionable gadgets and equipment was to be expected. But it’s also having an impact on the wider industry, influencing high-end coffee shops and home brewing setups.

I spoke with John Gordon at Silverback Coffee Solutions and Benjamin Hohlmann of Kaffeemacher for their insight.

You may also like our article on why specialty coffee is obsessed with distribution tools.

Specialty coffee’s obsession with perfection

The pursuit of “perfect” espresso is seemingly never-ending in the specialty coffee world. 

In addition to the “big three” variables – dose, yield, and extraction time – baristas, prosumers, and competitors push to control a number of other parameters as much as possible. Over the past few years, an increasing number of coffee professionals and enthusiasts have focused heavily on flow rate, temperature, pressure, and grind size as a means to retain the maximum amount of flavour and aroma compounds in their coffee.

Equipment manufacturers have clearly taken note of this interest. Coinciding with this trend, the market has been flooded with “espresso gadgets”: advanced and often expensive extraction tools that cater to the more “geeky” coffee professionals and prosumers.

By investing in this equipment, professional and home baristas can exert more control over a wider range of variables. In theory, this helps them prepare better, more consistent-tasting espresso.

The WDT craze

Distribution has become a particular area of focus. The practice helps homogenise different-sized ground coffee particles throughout the portafilter basket, and in theory, should help extract a better shot.

The Weiss Distribution technique is one of the most popular. Developed by John Weiss in 2005, the method involves stirring ground coffee in a portafilter basket using a fine needle or similar utensil.

In response to the growing popularity of WDT and other distribution tools at competitions, home barista setups, and high-end coffee shops, more brands have launched their own. These include the Barista Hustle Autocomb (made popular by the 2022 World Barista Champion Anthony Douglas), Weber Workshops’ Moonraker and Blind Shaker, the NCD Pulse (which utilises vibration technology), and PUQ Press’ automated Navigator.

“The use of these tools raises compelling questions about the subjective experience of coffee preparation and consumption, and how the tools we choose can influence not just the outcome, but the extraction itself,” says John Gordon, multi-national Barista Champion and the director of Silverback Coffee Solutions in New Zealand.

The trend of espresso gadgets at coffee competitions

Competitions like the World Barista Championship are considered by many to be the pinnacle of excellence in specialty coffee. Inevitably, they have become the ideal setting for the use of advanced espresso gadgets and extraction tools.

The trend appears to be intensifying year after year. During the 2025 US Barista Championship, each of the finalists used either one or a combination of several distribution tools and techniques in their routines. At this year’s World Barista Championship, we’re likely to see a similar situation.

Meanwhile, other advanced extraction tools are gaining prominence. The Nucleus Paragon Espresso tool (a titanium-coated stainless steel sphere with a liquid core containing glycerin and water) was a notable fixture at the 2023 World Barista Championship. During their routines, competitors noted how the Paragon preserved more of the coffee’s volatile compounds, enhancing flavour perception.

At the 2024 event, Australian competitor Jack Simpson showcased “post-extraction improvement” using the Waved Tech machine. This utilises electromagnetic wave technology to reduce bitterness and enhance sweetness in espresso, characteristics that help competitors achieve higher scores.

“While espresso is already a kind of emulsion, stirring, vibrating, or applying ultrasound can further alter the arrangement of particles in the liquid,” says Benjamin Hohlmann, the founder and CEO of Kaffeemacher in Switzerland. “This is an area where more research would be valuable.

“Using these tools conveys a sense of ‘consistency’ and provides another narrative element where causality related to flavour can be claimed without the current competition format being able to disprove it,” he adds. “For these tools to have genuine value in a competition setting, the format would need to change so judges taste one espresso prepared without any tools, stirring, or vibration, and one with these methods. 

“Such an approach would advance knowledge within the industry.”

Some research, however, has reaffirmed competitors’ claims that these espresso gadgets and tools offer advantages. Researchers at ZHAW, for example, found that “compound chilling” the first 10ml of espresso preserved more volatile compounds.

Influence on the wider industry

As with many competition trends, espresso gadgets are becoming increasingly popular in high-end coffee shops and prosumer home brewing setups.

“You only need to look at the top coffee bars around the world and see what is being used on the bar or what competition baristas use on a daily basis to understand the validity of most tools,” John says.

Coffee influencers, including well-known competitive baristas, also continue to drive the trend. Many prominent industry figures showcase new, innovative extraction tools on their social media platforms or on the global competition stage.

This presents valuable promotional opportunities for equipment manufacturers, although the majority of competitors don’t officially endorse or are sponsored by these brands.

“Generally, there’s initially little to no direct monetary exchange between manufacturers and competitors; instead, tools are provided free of charge,” Benjamin says. “Some brands actively reach out to competitors and provide equipment – often a win-win.

“The barista gets to tell a ‘new’ story with a new tool, and the brand gains visibility,” he adds. “Whether the tool actually improves the final cup profile doesn’t have to be the point, as there’s no blind testing on stage with and without the device.”

Form over function?

Following broader trends in the coffee industry, the design and functionality of espresso gadgets have advanced considerably in recent years. The former has become more visually striking, while the latter has become more advanced and intricate.

Both aspects capture the attention of prosumers, who are increasingly willing to invest in high-tech gadgets that enhance the aesthetic appeal of their home brewing setups. 

In turn, we could see more home and semi-professional baristas use advanced extraction tools, inevitably making them more mainstream. 

Still, manufacturers need to find ways to add genuine value to the user experience – especially when it comes to improving extraction.

“Emphasising and understanding user needs, combining aesthetics with functionality, and ensuring ease of use are key going forward,” John says. “Ultimately, we need to aim to create innovative and user-centred products that resonate with consumers and address actual and tangible real-world challenges.

“I think we need to go back to the fundamentals of brewing and look at what we’re actually gaining from each tool,” he adds. “If it’s not improving the overall experience, then remove it and simplify the process. Sometimes, less is more.”

Trends often come and go in specialty coffee, but espresso gadgets are here to stay – especially at competitions.

As the prosumer market expands, these gadgets and technologies will likely become increasingly mainstream. But the ones that maintain their presence in the industry need to deliver on performance.

Enjoyed this? Then read our article on the competition trend of post-extraction improvement.

Photo credits: Specialty Coffee Association

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Simultaneously, consumers have become more discerning about the aesthetic appeal of their coffee equipment. Capsule machines, for instance, have started to mimic espresso machine design, incorporating levers and spouts that suggest they require a certain level of expertise to operate, but don’t necessarily serve a practical purpose.

To be considered high-quality, coffee equipment undoubtedly needs to be functional. But as the market becomes more competitive, visual appeal is also essential to standing out.

I spoke with Kelli Rognlie, Director of Marketing at Seattle Coffee Gear, for her insight on why it’s important to balance both design and functionality.

You may also like our article on the history and evolution of the espresso machine.

How the design of coffee equipment has changed

The design of most coffee equipment has long been notable, even if it hasn’t been for pure aesthetic purposes. The early great chrome pillar-shaped espresso machines were designed around huge boilers, but still stunned coffee drinkers, who had never experienced such efficient steam-powered brewing before.

Over the last few decades, the design of coffee equipment has advanced considerably, transcending most engineering limitations and encompassing more visual aspects. Espresso machines further illustrate this example; they have massively reduced in size and appear more modern than ever, and the technology has only continued to become more advanced and sophisticated.

In many cases, both the design and performance of coffee equipment have evolved together. They often complement each other, meeting the need for both functionality and visual appeal that coffee professionals and enthusiasts increasingly demand.

La Marzocco’s recent collaboration with Porsche, for instance, signifies this. The companies designed two limited-edition espresso machines and a grinder, each product giving a nod to the car brand’s iconic Carrera GT3 or 911 Carrera RSR models. For La Marzocco, partnering with Porsche – a car manufacturer known not only for its prestige but also its reliability and longevity – reinforces its premium positioning and commitment to quality, while also highlighting an emphasis on unique and premium design.

Form over function?

In other cases, however, the design of coffee equipment is seemingly overtaking functionality. Capsule machine manufacturers, for instance, are increasingly incorporating elements commonly found on espresso machines, such as “portafilters” and pressure gauges, that offer no practical use or advantages.

Even non-coffee brands are tapping into the trend. Cultivation Objects’ new Anticline moka pot – which costs US $650 – looks like an art piece, yet serves the same purpose as a traditional stove-top coffee maker.

The reasons for this could be simple: authenticity and nostalgia. The design of espresso machines symbolises historic Italian café culture and baristas’ skilled labour, which consumers increasingly appreciate, but often don’t have the knowledge or time to replicate. A capsule machine that mimics the technical aspects of an espresso machine, but operated by pressing a button, certainly meets this demand.

“I wouldn’t consider this trend bad or good; it’s just the evolution and expansion of making craft coffee at home,” says Kelli Rognlie, the director of marketing at Seattle Coffee Gear, a coffee equipment distributor and educational platform in the US. “The expansion of social media and easy access to content of baristas pulling espresso shots or pouring extraordinary latte art has opened a world for consumers to understand the joys of making coffee.

“It’s not surprising that consumers want their experience to feel more authentic to what they see on Instagram or TikTok, even if they might still be using a Nespresso machine,” she adds.

How design influences consumer behaviour

Research shows consumers are more inclined to choose products or adopt technology that feels familiar, reinforcing trust and lowering the perceived barrier to entry. In the case of capsule machines, a growing number of consumers want to invest in products that assert reliability and quality. Capsule machines that incorporate elements of traditional espresso machines evoke these associations of familiarity and prestige, and therefore create more emotional connections between the product and the user.

“I think we might see more features added to lower price-point machines that give a premium feeling, but in a modified way,” Kelli says. “For instance, the inclusion of a modified portafilter isn’t functional, but it gets the consumer into a mindset of working with the machine, instead of just pressing a button.”

Ultimately, this demonstrates how more consumers (especially those new to specialty coffee) demand both craftsmanship and convenience. The espresso machine aesthetic and add-ons provide capsule drinkers with an opportunity to feel more involved in the coffee making process, without needing to learn the skills required to prepare shots of espresso.

Why the prosumer market demands both design and function

Sitting somewhere between an industry professional and an educated consumer, prosumers are willing to invest in premium equipment that allows them to recreate a café-quality experience at home. 

As the prosumer market has proliferated, particularly following the pandemic, coffee equipment manufacturers have been pushed to stand out with new, eye-catching designs, while still offering the expected level of performance from their products.

Similar to how coffee shops place their espresso machines as centrepieces, coffee enthusiasts are increasingly curating Instagram-worthy home brewing setups. At the same time, there has been an increase in coffee influencers, most notably Lance Hedrick and James Hoffmann, reviewing equipment. This brings further attention to the design and performance of coffee equipment at different price points, helping consumers become more educated about a range of products.

“Both design and functionality will need to keep pace with trends rather than just a machine looking good on someone’s counter,” Kelli says. “Otherwise, the machine’s life cycle will be short-lived, and the home barista community will voice their opinions on it, so it’s wise to make a great product first.”

A winning combination

As the market becomes more competitive, some brands will want to create a more noticeable distinction between their lower-price-point and premium equipment options. For equipment targeted at the prosumer market, in particular, to find success, aesthetic appeal, technology, and functionality need to be combined to add value to the user experience.

Ultimately, performance will be the key determining factor in a product’s success.

“We’re starting to see more customers question the use of apps and technology in espresso machines, and we see a split in whether the response is positive or negative,” Kelli says. “Visual design is always important, but many professional machines prioritise greater function. 

“We often don’t see visual design changes from some of our Italian heritage brands for ten-plus years. Good design is timeless when it comes to exceptional espresso equipment manufacturers.”

The design of coffee equipment, both in commercial and home settings, has evolved significantly in recent years. With the rising prominence of product reviews from influential coffee personalities, consumers have become more aware of what they demand from their equipment.

While the design of lower-entry equipment may continue to mimic its more premium counterparts, the current emphasis on both design and functionality will persist in specialty coffee. Both industry professionals and prosumers will look to invest in machines and brewing accessories that meet their demand for visual appeal, consistency, and precision.

Enjoyed this? Then read our article on how to choose the right espresso machine for your coffee shop.

Photo credits: Seattle Coffee Gear

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The “death before decaf” sentiment may be over. Specialty coffee now embraces half-caf, low-caf, and decaf offerings; a decaffeinated Typica from Finca Los Nogales in Colombia even won the 2024 US Brewers Cup. 

For market growth to remain sustainable in the specialty coffee sector, the quality of decaf products must be a priority.

To learn more, I spoke with 2013 World Barista Champion Pete Licata, founder of Caffeine Control Coffee, and Erin Reed, Director of Marketing at Swiss Water Decaffeinated Coffee Inc.

You may also like our article on why drinking too much coffee can cause caffeine jitters.

Exploring the global boom in decaf consumption

According to recent market research, the international decaf coffee market will grow by 6% to 7% annually over the next five years, projected to reach over US $28.8 billion by 2030. 

“This trend is relatively global in nature but especially prevalent in North America and key Asian geographies,” says Erin Reed, the Director of Marketing at Swiss Water Decaffeinated Coffee, a leading global processor and marketer of decaf coffee. 

The US is a well-established market for decaf coffee. The NCA’s Spring 2024 National Coffee Data Trends report found that 7% of Americans had decaf coffee in the past day, and past-day decaf consumption increased the most among people aged 40 and over.

The Asia Pacific decaf market, meanwhile, is anticipated to have the fastest CAGR, at 8.2%, with countries like India, Indonesia, and Japan experiencing significant increases in demand.

Europe holds the largest market share, accounting for over 35% of global revenue. Research from Mintel shows one in five UK coffee drinkers regularly opt for decaf in the UK, while up to 8% of all coffee consumed in Germany is decaf.

Why younger consumers are driving the trend

Euromonitor International’s most recent 2024 Voice of the Consumer: Consumer Health report found that self-reported interest in drinking less caffeine or none at all reached a new record high at 46% of people surveyed.

“There has been a cultural shift of sorts,” says Pete Licata, the 2013 World Barista Champion. With his wife Maria, Pete is a co-founder of Caffeine Control Coffee, a brand which provides consumers with transparency about the caffeine content of its products.

“More and more people have become conscious of their health and wellness, and in particular, there has been a big focus on sleep quality in relation to overall health and longevity,” he adds.

A recent study from Swiss Water reveals that 18- to 40-year-olds drink decaf coffee two or more times per week. According to the findings, half of the respondents wanted to improve their sleep quality, while the other half aimed to reduce anxiety. Additional reasons included seeking a more balanced energy level throughout the day and addressing various physical health concerns.

“The increased consumption of decaf parallels the no/low alcohol trend, also being driven by younger people who are looking to feel good and sleep well,” Erin tells me.

Indeed, younger generations, especially Gen Z, are increasingly opting for healthier lifestyle choices. McKinsey’s latest Future of Wellness research, which surveyed more than 5,000 consumers across China, the UK, and the US, found that Gen Z outspends older consumers on mindfulness-related wellness products. Moreover, 56% of surveyed US Gen Z consumers said fitness is a “very high priority,” compared with 40% of US consumers overall.

Combatting the effects of all-day coffee consumption

Alongside their higher spending power than previous generations – an estimated US $360 billion in global disposable income – Gen Z are more likely to drink coffee multiple times throughout the day. This demographic’s tendency to favour customised, sweetened beverages lends itself well to cold and iced coffee options, which consumers are more likely to drink later in the day.

With all-day coffee consumption, however, comes increased caffeine intake. For adults considered to be in good health, the US Food and Drug Administration recommends a daily intake of 400mg of caffeine as a safe amount. This roughly equates to between four and five cups of coffee per day.

To avoid the effects of prolonged high levels of caffeine consumption, which can include headaches, dizziness, and insomnia, a growing number of younger consumers have switched to decaf.

“I think people want to have an extra cup later in the day if they know it won’t keep them awake all night,” Pete says. “Decaf coffee is still coffee, so it’s a healthy alternative if caffeine is your issue.” 

With a growing consumer base, more brands are taking note of the shift in consumption behaviour and tapping into new trends. STōK Cold Brew Coffee, for instance, launched its first ready-to-drink decaffeinated cold brew in December 2024, making it available in grocery stores across the US to capture younger audiences who lead increasingly on-the-go lifestyles.

Specialty coffee opens its mind to decaf

Historically, the perceived lower quality of decaf coffee was the biggest factor limiting its market growth. Sentiments like “death before decaf” were common in the industry, fuelling misconceptions about lower quality and undesirable flavour profiles.

Today, however, perceptions are changing. Specialty coffee roasters around the world now offer a growing range of decaf, half-caf, and low-caf options, acknowledging the shift in consumption habits and being willing to cater to them.

“Coffee producers and decaffeination companies have improved the quality of decaf and low-caffeine coffees, which is leading to increased acceptance,” Pete says. “As an industry, we’re starting to realise that caffeine can be a problem for people, and the solutions to reduce intake are better than ever.

“Some still aren’t convinced that decaf can actually be good, so they may need to taste it to believe it.”

Competitions have been the most prominent platform for showcasing the potential of high-quality decaf coffee. At the 2024 US Brewers Cup, BlendIn Coffee Club founder Weihong Zhang won using a decaf Typica variety from Colombia. With flavour notes of eucalyptus, strawberry, and raspberry, Weihong described it as “the best decaf coffee we have ever tasted”.

Similarly, in 2020, Cole Torode used a Swiss Water® decaf process Gesha during his Canadian Barista Championship routine. Sourced from La Palma y El Tucán in Colombia, Cole mentioned that the decaf process made the coffee taste “a little bit sweeter, with maybe a little more acidity, and a little less bitterness.”

Opportunities to drive quality

Beyond prestigious competitions, influential figures in the industry are also pushing for more awareness of using higher-quality coffee for decaf options. In December 2024, James Hoffmann hosted the Decaf Project, a live interactive side-by-side tasting of the same coffee that had been decaffeinated using three different methods: the CR3 Carbonic Natural CO2, the ethyl acetate/sugar cane, and the Swiss Water® processes.

The coffees were sent to local roasters around the world and then shared with participants in the live tasting. For some, there was undoubtedly an expectation that a noticeable difference in quality would be evident between the caffeinated coffee and each decaffeination process. The results of the live tasting, however, found that the roast profile had the biggest influence on the differences in aroma, flavour, body, and acidity.

“Instead of thinking of decaf as an afterthought, there’s an opportunity to treat it with the same care and attention as all of the other coffees a roaster offers,” Erin says. “Roasters should consider offering single origins and varied processing methods rather than only blends; decaf drinkers are interested in variety and the same specialty coffee experience available with regular coffees.”

Ultimately, the precedent for quality begins at the production level. As standards for decaf processing continue to improve, we can expect to see further growth and diversification of the decaf market.

“New advancements in decaf processing are possible, and it will just take one person to figure out an innovative new method before there can be big jumps in the technology,” Pete says. 

How roasters can benefit

The decaffeination process inevitably adds an additional cost to the overall production process. Traditionally, some roasters offset these costs by sourcing cheaper, and often lower-quality, green coffee. However, as consumer interest in both decaf and high-quality coffee has increased, more roasters are recognising the value in sourcing higher-quality lots for their decaf options.

“If you know your customer base, or have identified the demand in your market, it’s likely a good time to offer decaf,” Pete says. “Some markets are not as primed as others, though, so it is always important to do your research.”

As Gen Z continues to drive trends in specialty coffee, their influence will continue to shape roasters’ offerings.

“With younger generations having grown up in specialty coffee culture, we expect that they will continue to create demand for good quality decaf, and a variety of origins and processing methods,” Erin says. “Decaf has historically had strong out-of-home consumption, but as it has become more mainstream, we would expect more at-home decaf brewing and drinking.”

The time for this trend couldn’t be more pertinent. With rising coffee shop prices likely to encourage more people to brew coffee at home, it’s a lucrative time for roasters to add high-quality decaf single origins and blends to their offerings.

Specialty coffee’s interest in decaf coffee is growing, and most agree that the quality is only improving.

“We’re already seeing highly fermented decaffeinated lots, and the better the quality going in, the better the outcome in terms of quality,” Pete says. 

Innovation in the decaf market also continues. In 2023, researchers at the Instituto Agronomico de Campinas (IAC) reported continued work on planting naturally decaffeinated coffee trees. If these coffees prove commercially successful, they could offer new opportunities for producers, roasters, and consumers.

Enjoyed this? Then read our article on whether green tea contains more caffeine than coffee.

Photo credits: Maria Licata, Swiss Water Decaffeinated Coffee Inc, Daniel Dent

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