Why yes, yes it is! But let’s dive into why this is happening and what it could mean for the industry as a whole.

The Data

According to the National Coffee Association’s 2024 report, specialty coffee is now the predominant form of coffee consumption in the United States. Of course, as a specialty coffee company, seeing that more people share our vision is fantastic news! However, for the inquisitive mind, let’s delve into why this might be.

A Cultural Shift Toward Working From Home

A lot can be inferred about the change in coffee consumption; however, it’s not just about higher quality but also about preferences in experiences. In the wake of the global pandemic, which caused untold tragedy around the world, we were left with an incredible cultural shift. With the prevalence of remote work, people began to reshape their daily routines. Gone were the long commutes that many workers embarked upon. Now, they can work from the comfort of their own homes… or a coffee shop! According to Market Watch, around 22.8% of U.S. workers are now working remotely. While correlation does not equal causation, the increase in both work-from-home individuals and specialty coffee shops is no coincidence.

The Growth of Non-Espresso-Based Beverages

Espresso beverages are still a beloved way of enjoying coffee; however, there has been a significant surge in demand for non-espresso-based drinks. Cold brew, iced coffee, and blended iced drinks have seen steady growth over the years. According to the National Coffee Association’s (NCA) 2024 report, these non-espresso-based coffee drinks made up about 33% of all specialty coffee consumption in January 2024!

Cafe Culture: Easy and Convenient

Home brewing is certainly on the rise, but not at the same level as cafés. While we previously discussed the 22.8% of work-from-home individuals, that still doesn’t account for the remaining percentage of the workforce. Those who continue commuting to and from their jobs value convenience, consistency, and quality. All of these traits can be found at a local coffee shop (such as one of our wonderful cafés 😉). The NCA’s 2024 report indicates that 55% of specialty coffee drinkers had an out-of-home specialty coffee beverage, whereas that number was only 38% for traditional coffee drinkers.

Health and Wellness Trends

One of the most prevalent reasons for choosing specialty coffee over traditional coffee is simple: taste. Specialty coffee, like any other artisan industry, offers several variables that can be controlled and reflected in the flavor. For this reason, it serves as a wonderful option for individuals who are looking to reduce added sugar and milk in their daily brew. While there is nothing wrong with adding sugar or cream to coffee, the increase in health-conscious individuals has certainly made people more mindful of their sugar consumption.

Continuing Our Mission

Specialty coffee has undeniably carved its place as the preferred choice for an increasing number of coffee lovers across the United States. With evolving work habits, a shift in beverage preferences, the enduring charm of café culture, and a growing health-conscious population, specialty coffee has become more than just a drink; it is an experience. As this trend continues to gain momentum, we can look forward to continuing our mission, and serving you all the best coffee!

Read More

NCA 2024 Report: https://www.ncausa.org/specialty
Market Share Report: https://www.marketwatch.com/story/the-job-market-is-getting-tougher-for-workers-but-they-may-be-gaining-in-the-battle-over-remote-work-64fd9408