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.
Roland Urwin, owner of a bakery café in southern Johannesburg and holder of a master's in coffee research, discussed South Africa's changing coffee habits in an interview with Octavia Avesca Spandiel. He noted that consumers are now more knowledgeable, asking detailed questions about products and demanding consistency. "Consumers are far more informed than they were a few years ago. They’re asking more questions about the products being served, and they expect quality and consistency," Urwin said.
Urwin's research examined how specialty coffee business owners view evolving consumer behavior and the rising demand for educational experiences. He recommended enhancing training for service staff and customers to elevate the overall specialty coffee encounter. Globally, coffee ranks as the second-most consumed beverage after water and the second-most valuable commodity after oil, influencing South Africa's market through complex supply chains emphasizing sustainability and quality.
Although South Africa produces little coffee domestically, roasters source beans from African nations including Ethiopia, Rwanda, Kenya, Malawi, and Tanzania. This direct trade supports local farmers by meeting demands for traceability and premium quality. Urwin described South Africa's coffee identity as the "African wave," blending Italian precision in short, strong drinks like espressos with American indulgence in larger, flavored beverages such as caramel lattes.
The culture has progressed through coffee waves: the first focused on basic caffeine via boiled beans or instant varieties, while the second introduced espresso machines for quick, intense drinks like cappuccinos, turning cafés into social spaces. Starbucks further popularized coffee as a lifestyle element, a trend that reached South Africa via media and travel. Local spots like Platō, Bootlegger, Truth, Origin, Motherland Coffee, Naked Coffee, and Father Coffee cater to younger patrons seeking authentic, high-quality options over mere convenience.
Younger consumers drive innovation, experimenting with trends like Dalgona coffee and refined tasting notes such as grape or jelly bean flavors. Events including the Specialty Coffee Expo educate participants on origins, roasts, and methods. While Cape Town leads trends ahead of Johannesburg, the scene lags leading nations by about five years but is closing the gap rapidly. Consumers prioritize taste and expertise over price or certifications, though affordability options like smaller cups help broaden access. Urwin emphasized that social media amplifies global influences, shifting preferences from instant home brews to café experiences. "Coffee has become social, almost like a lifestyle marker. It’s a place to meet, relax, and enjoy the craft of coffee," he added.