Younger consumers are moving away from black coffee in favor of flavored and customized drinks.
Only 18% of US consumers now prefer to drink their coffee black, a 56% decrease from 2022. Gen Z prioritizes flavor, visual appeal, customization, and convenience over traditional black filter coffee.
As global coffee production and consumption reach record highs, the specialty coffee sector seeks ways to broaden its appeal. Experts emphasize hospitality and flavor experiences over technical education to draw in new drinkers. Despite challenges like higher prices, growth in markets such as the US, India, and Eastern Europe signals potential for wider adoption.
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South Africa's coffee culture is rapidly evolving, with consumers increasingly valuing quality, origin, and craftsmanship in their brews. Roland Urwin, a café owner and coffee researcher, highlights how local trends align with international shifts toward informed, experience-driven consumption. With six million coffee buyers in the country, the specialty market is flourishing in urban centers like Johannesburg and Cape Town.
As filter coffee cools, its sweetness and acidity become more prominent while bitterness fades, according to research and competition insights. Baristas are guiding customers through tasting at different temperatures to enhance the experience. This approach could help cafés differentiate amid rising prices.
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Functionality, convenience and value remain core drivers of innovation in the global food and beverage market, according to Innova’s Top Ten Trends of 2026. Affordability concerns are influencing retailers' strategies, while trends like plant-based proteins and occasion-based products gain prominence. Brands are also targeting senior health needs amid an ageing population.