Here comes fourth wave coffee! The US coffee industry evolves in response to changes in consumer preferences and shifts in market conditions -- resulting in distinct market waves. The COVID-19 pandemic marked an unprecedented period of change in consumers’ coffee behaviors that will have long-lasting impacts on both foodservice and retail coffee brands. Whereas coffee shops have set the trends of previous coffee waves, fourth wave coffee will center on home drink innovation, creating key growth opportunities for retail coffee brands but placing pressure on foodservice coffee outlets.
Mintel discusses the future of fourth wave coffee trends. Learn how the pandemic spurred consumer interest in premium at home coffee experiences, how TikTok will shape coffee culture, how Gen Z’s unique coffee preferences will influence future coffee drink trends, and how bold innovation can help foodservice coffee brands remain competitive.