Coffee Market Overview, 2024-29

In recent years, buyers have become more aware of the sources of their purchases as well as the manufacturer of the things they buy. This is especially pertinent to the supply chains that handle goods like coffee and other food and beverage items. Coffee shops have been rapidly growing as popular hangouts for friends, family, coworkers, and business acquaintances in recent years. The introduction of upscale stores by companies such as Coffee Day Enterprises Ltd., Starbucks Corporation, and Barista Coffee Co. Ltd. is credited with contributing to the expansion of the coffee sector. Furthermore, by creating aesthetically pleasing and calming spaces, these businesses have added an experiential element to coffee drinking.

Demand for these coffee shops and cafes is also increasing as a result of corporate executives' shifting work habits and the facilities these venues offer, such as free Wi-Fi and entertainment zones. In order to address the economic and environmental vulnerabilities that the coffee industry faces, a number of governments are creating sustainable programmes to increase coffee output. For example, the Vietnamese government released the Vietnam Sustainable Coffee Plan up to 2020 and the Vision to 2030 in 2014. By using ecologically friendly fertilisers and pesticides, as well as researching water-saving irrigation methods, the idea seeks to develop environmental rules. It attempts to stabilise the production environment going forward. In order to fulfil the rising demand for coffee globally, nations such as India are incentivizing producers in traditional coffee-growing regions to raise their output by offering subsidies. Emerging markets in Asia, Africa, and the Middle East are experiencing a surge in coffee consumption, driven by rising incomes, urbanization, and changing lifestyles. Countries like China, India, and Vietnam are emerging as key growth markets for coffee, presenting significant opportunities for expansion and investment in these regions.

According to the report “Global Coffee Market Outlook, 2029”, the market is anticipated to cross USD 185 Billion by 2029, increasing from USD 128.93 Billion in 2023. The market is expected to grow with 6.47% CAGR by 2024-29. Coffee holds significant cultural importance in many countries around the world. From traditional coffee ceremonies in Ethiopia to the café culture of Europe, coffee plays a central role in social interactions, rituals, and daily routines. The cultural significance of coffee contributes to its widespread consumption and enduring popularity. Changes in lifestyle, demographics, and consumer preferences influence the demand for coffee.

As urbanisation increases and populations become more affluent, there is a growing demand for convenience-oriented food and beverage options, including coffee. Busy lifestyles, long work hours, and on-the-go consumption contribute to the sustained demand for coffee products. The coffee market offers a wide range of products to cater to diverse consumer preferences and tastes. From traditional espresso drinks to trendy cold brews and flavoured lattes, coffee companies continually innovate to introduce new and exciting products that appeal to different segments of the market. Product variety and innovation drive consumer interest and stimulate demand for coffee. Research highlighting the potential health benefits of coffee consumption has contributed to its growing popularity. Studies have suggested that moderate coffee consumption may be associated with various health benefits, such as improved cognitive function, a reduced risk of certain diseases, and increased longevity. Consumer awareness of these potential health benefits can drive demand for coffee products. Furthermore, effective marketing strategies and branding initiatives play a crucial role in shaping consumer perceptions and driving demand for coffee products. Coffee companies invest in advertising, promotions, and brand partnerships to build brand awareness, create emotional connections with consumers, and differentiate their products in a competitive market.

Market Drivers

• Cultural Significance: Coffee holds significant cultural importance in many societies around the world. It is often associated with social gatherings, hospitality, and rituals. For example, in countries like Ethiopia, coffee ceremonies are a traditional practice that symbolises friendship and community bonding. Similarly, in countries like Italy, coffee culture is deeply ingrained in daily life, with espresso being a staple beverage enjoyed throughout the day. This cultural significance creates a strong demand for coffee, as it is not just a beverage but also a symbol of social connection and tradition.
• Increasing Urbanisation: The global trend of urbanisation, with more people moving to cities and urban areas, is driving the growth of the coffee market. Urban dwellers often lead busy lifestyles and rely on coffee to fuel their day and keep them energized. Coffee shops and cafes thrive in urban environments, offering convenient locations for people to grab a cup of coffee on their way to work or during social outings. As urbanisation continues to increase, so does the demand for coffee, making it a key driver of the global coffee market's growth.

Market Challenges

• Social and Economic Inequality: One of the significant challenges facing the global coffee market is the prevalence of social and economic inequality within the coffee supply chain. Many coffee-producing regions are characterised by poverty, a lack of infrastructure, and limited access to resources and opportunities. Smallholder farmers, who account for a significant portion of coffee production, often face challenges such as low incomes, limited access to credit, and inadequate healthcare and education services. Additionally, there are disparities in wealth distribution and power dynamics within the coffee industry, with large corporations and middlemen often benefiting more than farmers from the sale of coffee. Addressing social and economic inequality is crucial for creating a more sustainable and equitable coffee industry.
• Climate Change: Climate change poses a serious threat to coffee production worldwide. Rising temperatures, changes in rainfall patterns, and extreme weather events such as droughts, floods, and storms can negatively impact coffee yields, quality, and resilience. Coffee plants are sensitive to changes in climate conditions, and prolonged exposure to heat stress, pests, and diseases can lead to reduced productivity and increased vulnerability. Moreover, climate change exacerbates existing environmental challenges such as deforestation, soil degradation, and water scarcity, further compromising the sustainability of coffee production. Mitigating the effects of climate change and building resilience within the coffee sector are critical for ensuring the long-term viability of coffee farming and securing the livelihoods of coffee farmers.

Based on the product types, they include instant coffee, ground coffee, whole beans, and coffee pods and capsules. According to the report, nature types include conventional and organic; among them, organic is a growing market.

Coffee pods and capsules are growing at the highest rate during the forecast period. Coffee pods and capsules offer unparalleled convenience, allowing consumers to enjoy a freshly brewed cup of coffee with minimal effort and cleanup. This convenience appeals to busy individuals who value convenience and time-saving solutions in their daily routines. Coffee pods and capsules are pre-portioned and sealed to preserve freshness and flavour, ensuring consistent quality with every cup. This consistency is particularly valued by consumers who prioritize taste and aroma and expect a high-quality coffee experience without the need for manual brewing or grinding.

The coffee pod and capsule market is characterised by continuous innovation and technological advancements, leading to improvements in brewing technology, flavour extraction, and packaging design. Advanced brewing systems ensure optimal extraction and flavour consistency, enhancing the overall coffee experience for consumers. While the environmental impact of coffee pods and capsules has been a concern, some brands are addressing these concerns by offering recyclable or biodegradable options. Consumers who are conscious of environmental sustainability may opt for eco-friendly coffee pods and capsules, driving demand for more environmentally responsible alternatives. Furthermore, organic coffee is growing in demand, and increasing consumer awareness about health and wellness has led to a growing preference for organic products, including coffee. Organic coffee is produced without synthetic pesticides, herbicides, or fertilisers, making it a healthier and more natural option for consumers who prioritise clean eating and sustainable lifestyles. Organic coffee is often perceived to have superior quality and flavour compared to conventionally grown coffee. Organic farming methods, such as shade-grown cultivation and natural soil enrichment, can enhance the complexity and depth of flavour in coffee beans, resulting in a richer and more nuanced taste profile. Coffee enthusiasts and specialty coffee drinkers seek out organic coffee for its superior taste and aroma.

In terms of the source types, they are segmented into Arabic and Robusta; among them, Robusta will grow at the highest rate. Furthermore, in terms of the distribution channel, it includes off-trade and on trade.

Because of their resistance to pests, illnesses, and unfavourable growth environments, robusta coffee plants (Coffea canephora) are ideal for production in areas with less temperate weather. Robusta coffee can withstand greater temperatures, lower altitudes, and more erratic weather patterns than Arabica coffee, which grows best in high-altitude, colder climes. Given the obstacles that climate change presents to the production of coffee, especially arabica coffee, robusta is a desirable alternative for growers who want to reduce their exposure to climate-related hazards. Robusta coffee plants are more productive and economical for growers since they typically yield more than Arabica coffee plants.

Robusta beans yield more beans per hectare than Arabica beans because they are denser and smaller. Robusta is the crop of choice for large-scale commercial coffee production because of its higher productivity; this is especially true in areas where land is scarce and agricultural expenses must be minimised. In terms of the distribution channel, the on-trade market is growing, and there is a growing trend among consumers to pursue experiences in their coffee intake. Customers may enjoy more than just a beverage when they visit coffee shops and cafes; they can also use them as a location to work, socialise, or just unwind. Consumers find on-trade shops appealing because of their ambience, service, and setting. For customers on the go, on-trade shops offer easy access to freshly brewed coffee. Coffee shops and cafes provide convenient locations and extended operation hours to accommodate a variety of customer demands and schedules, whether it's stopping in for a quick coffee on the way to work or meeting friends for a leisurely brunch. The rise of specialty coffee and premiumization trends have contributed to the growth of the on-trade channel. Consumers are willing to pay a premium for high-quality coffee beverages made with specialty beans, expertly crafted by skilled baristas. On-trade establishments, particularly specialty coffee shops, capitalise on this demand by offering unique and artisanal coffee experiences that cannot be replicated at home.

Based on the report, the five regions covered in the report include North America, Europe, Asia Pacific, South America, the Middle East, Africa, and the rest of the world.

The Middle East and Africa significantly contribute to the market; the coffee culture in the Middle East and Africa is evolving rapidly, driven by changing consumer preferences and lifestyles. As urbanisation and economic development progress in the region, there is a growing demand for coffee as a social beverage, a symbol of hospitality, and a part of modern lifestyles. Younger generations, in particular, are embracing coffee culture, fueling the growth of coffee consumption in the MEA region. Economic growth and increasing disposable incomes in countries across the Middle East and Africa are driving demand for premium and specialty coffee products.

As people have more purchasing power, they are willing to spend on high-quality coffee experiences, including specialty blends, single-origin coffees, and artisanal beverages. This trend is fueling the growth of coffee shops, cafes, and specialty coffee retailers in the region. Urbanisation is reshaping consumer behaviours and preferences in the Middle East and Africa, leading to the adoption of Western-style coffee consumption habits. Coffee shops and cafes are becoming popular social destinations in urban centres, offering a wide range of coffee options and experiences to a diverse customer base. The proliferation of international coffee chains and the influence of Western coffee culture are driving the growth of the coffee market in the MEA region. Furthermore, the tourism and hospitality sectors play a significant role in driving the demand for coffee in the Middle East and Africa. Tourists and expatriates from around the world expect access to high-quality coffee options during their visits to the region, leading to the establishment of coffee shops, roasteries, and specialty cafes in popular tourist destinations and urban centers. The growth of the tourism industry contributes to the expansion of the coffee market in the MEA region.

The coffee market is highly competitive and is dominated by players like Nestlé S.A., Kraft Heinz Company, JAB Holding Company, Luigi Lavazza S.p.A., and Massimo Zanetti Beverage Group. The leading players in the coffee market recorded a significant scope in their market shares through innovations in products and expansions in other regions via joint ventures. For instance, in September 2021, Louis Dreyfus Company Asia Pte Ltd signed a joint venture agreement with Zephyr Japan, a Japanese specialty coffee retailer that provides premium coffees. With this joint venture, the company aims for specialty business expansion, positioning it to increase excellent coffee flows into Japan and other East Asian markets.

• September 2022: CoffeeB, a Swiss coffee brand, unveiled a groundbreaking innovation: compressed coffee balls heralded as "the next generation of single-serve coffee." These balls are wrapped in innovative seaweed-based material instead of traditional aluminum or plastic capsules, ensuring shape retention and sustainability.
• January 2022: Starbucks marked a milestone by launching its first drive-thru in Italy in Erbusco, Lombardy. This initiative stemmed from a new collaboration between Percassi, Starbucks' exclusive licensee partner in Italy, and the Q8 service station company, showcasing Starbucks' expansion strategy.
• March 2022: Melbourne's Beat Coffee introduced a specialty instant coffee packaged in single sachets, capturing the essence of quality, flavor, and convenience. This process preserves the coffee's vibrancy through freeze-drying, highlighting delightful caramel and honey notes in an instant format.

Considered in this report

• Historic year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report

• Coffee market Outlook with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Type

• Instant Coffee
• Ground Coffee
• Whole Bean
• Coffee Pods and Capsules

By Nature

• Conventional
• Organic

By Source

• Arabica
• Robusta

By Distribution Channel

• Off-trade (Supermarkets/hypermarkets, Convenience Stores, Specialist Retailers, Other Off-trade Channels)
• On-trade

The approach of the report:

This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases.

After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Coffee industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.


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