Though growth in coffee is nothing new, the nature of this growth is shifting. Expansion continues, but from a wider range of categories, channels, and occasions, from ready-to-drink coffee to online commerce to coffee shops. This new report seeks to connect those dots, examining the world of coffee from end to end, and considering what’s next.
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The leading drivers of growth in global coffee have shifted, as emerging regions such as China, as well as emerging categories such as ready-to-drink coffee, come to the fore.
While ready-to-drink coffee is still a relatively small category globally, the world of soft drinks is in flux, with bottled water taking share from seemingly every other category and consumer concerns about sugar growing – this creates real opportunity for innovative beverages.
Away-from-home channels have become the most important drivers of innovation in global coffee, while also creating valuable consumer relationships in an era of growing internet commerce.
There is a great deal of growth in coffee, but the sources and channels are highly fragmented, favouring those able to operate across a wide range of occasions and buying channels.
It then follows that more brands are needed to serve this demand, particularly with many large global brands in a state of upheaval – successful global players must become more comfortable with larger portfolios and a wider range of points of sale.