The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreNov 2018
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The “third wave” is a major impetus of premiumisation in the coffee industry. However, a portion of exploration in the premium coffee space is explicitly setting itself apart from the third wave. This movement shows that coffee premiumisation is not following a determined path and is branching out in a number of very different directions, while still being unified by an emphasis on quality.
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Coffee’s third wave is one of the key drivers of premiumisation in the industry. However, not all efforts to improve coffee quality are part of it. A small, but significant number embrace the drive for quality coffee but reject one or more aspects of the third wave itself.
The aspects they reject tend to focus on the external trappings of the third wave, not the quality of the coffee itself. Some do not like the sense of elitism that is surrounds some high-end coffee. Others are put off by the intensity of preparation increasingly required, or by the cultural atmosphere that pervades third wave coffee shops.
This reaction shows that there is not a monolithic path towards premium coffee. Successful paths to premiumisation will consider whether there are some aspects of the third wave that might be off-putting to an intended customer base and adapt accordingly, while keeping a focus on quality.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.