The scent of rain and the aroma of freshly brewed coffee are among the most authentic fragrances that often evoke memories of comfort and joy. Approximately 12-13% of the global population consumes coffee, a beverage deeply ingrained in the cultural milieu of many nations, including China, Korea, and Japan, where it plays a role in various rituals and ceremonies.From Baby Boomers to Gen Z, coffee serves as a morning wake-up ritual and a go-to remedy for relieving stress. Slaves to hectic work schedules, geeks who can’t sleep due to work, and employees sick and tired of the daily grind find peace and solace in a warm cuppa. No wonder Raymond Chandler says in The Long Goodbye, ‘Rich, strong, bitter, boiling hot, ruthless, depraved. The lifeblood of tired men.'”
7 BENEFITS of drinking GHEE COFFEE
While the documented history goes back to the 9th century, and we all know the story of the African goatherd who first observed the coffee plant, recent years have seen unique trends emerging in the coffee industry.
Drive Research quotes some interesting coffee statistics on its website.
-83% of people drink coffee because of its taste.
-USA is the largest consumer of coffee followed by Brazil, Germany and Japan.
-3 out of 4 Americans begin their day with a cup of coffee.
-48% of the people look at it as a healthy beverage.
– Men consume coffee slightly more than women do.
– 44% of people like their coffee sweet.
Emerging trends: Blends with benefits
Post COVID-19 pandemic a lot of products saw a shifting emphasis on making them more functional by fortifying them with health benefits. This was particularly seen in the tea and wine industry, but now even Coffee blends infused with additional health benefits have started gaining popularity. Now coffee is being fortified with herbs and spices like Ashwagandha, Turmeric, Brahmi, Ginger etc. Vitamins, minerals and even proteins and collagens are being added to make coffee a healthier drink.
Seeking sustainable sources
As per a UN Food and Agriculture Organization report, it takes 140 liters of water to produce beans for just 1 cup of coffee. Since coffee farming consumes a lot of water and hence the water footprint of coffee production is significantly high. 2024 saw an increase in customer awareness about this concerning issue, with a steady rise in customers looking for environment friendly options like coffee grown in regenerative farms that focus on restoring ecosystems and biodiversity. Himadri Bhatt, General Manager at Niraamaya Retreats Surya Samudra Kovalam says, “Sustainability is transforming the coffee industry by shifting the focus from production to long-term environmental stewardship. Coffee producers globally are adopting eco-friendly practices like shade-grown cultivation and water conservation to reduce their environmental impact. Consumers are driving this change by seeking ethically sourced beans, encouraging greater transparency across the industry.”
Zero waste practices
The year also saw a growing awareness towards sustainability. Several global brands made an attempt to shift focus on biodegradable packaging, reduction in wastage, compostable pods, and waste-free brewing methods. Brands are also exploring ways to reuse coffee grounds, such as in cosmetics or as soil enhancers.
Plant based milk options
With an increased number of lactose intolerant people on the planet post pandemic. Coffee brands also embraced several milk alternatives in its lattes and frappes with Almond milk being among the most popular options.
Cold brews getting innovative
As per Drive Research Shot-flavored lattes are the most popular coffee drink, coffee order at coffee shops. However cold brew has witnessed a stable popularity over the years. But it remained the ‘boring’ drink of the geeks, with practically no innovations around the drink. However the year saw increased innovation in cold brews. sparkling cold brew, nitro-infused cold brews, or flavored cold brews with unique ingredients like lavender, cinnamon, or fruit infusions.
From Smart Coffee Machines to home whippers
Some things in life are non negotiable, good coffee is one of them. While coffee frothers and whippers saw an increase in demand, so did smart coffee machines that can be controlled via apps, offer personalization, and use AI to adjust brewing techniques.
Experiential coffee consumption
According to Vinay Nair, General Manager, Emerging Markets and India, Costa Coffee, “The Indian consumers are increasingly developing a passion for coffee. This includes first time drinkers acquiring the taste of coffee while coffee aficionados enhancing their experiences with unique flavours, specialty brews and bespoke beverages. Resurgence in consumption at coffee shops has also sparked a renewed interest driven by shared moments and occasions where coffee becomes an essential ritual.”
Coffee in cocktails
Moving beyond Kahlua and Baileys, there was a spurt in the rise of coffee-based cocktails like espresso martinis. From infusing local and seasonal ingredients like Mahua and Buransh to adding quintessential Indian favourites like rose and khus, coffee cocktails saw a new level of innovation in 2024. And with more and more doctors speaking in favor of this beverage, it is likely that the coffee market is going to show a growth spurt in the coming year.
