An insight into coffee trends for 2024

Instant coffee has become a household staple, valued for its convenience, time efficiency, and enduring appeal. This popular coffee option offers a reliable and efficient solution for coffee enthusiasts who are seeking a comforting and swift caffeine fix which will fit easily in with their busy day-to-day lives.. This popularity is reflected in the continuous growth and expansion of the global instant coffee market, projected to reach a substantial USD 34.38 billion by 2024. The surge in demand for convenient and on-the-go coffee options is a driving force behind this growth, with the South African market expected to experience a remarkable CAGR of 13.6% between 2023 and 2027.

Domain Rautenbach, senior brand manager for Jacobs, notes a significant shift in consumer preferences toward instant coffee as the preferred at-home choice. The appeal lies in its diverse blend options, convenience, and cost-effectiveness compared to specialty coffee. While some coffee enthusiasts enjoy the theatrics of grinding beans and showcasing their brewing techniques, instant coffee offers a quick, tasty, and hassle-free alternative for those with time constraints.

Considering factors such as cost, taste preferences, and personal needs, coffee trends are emerging that shape the way we purchase and savour our coffee. Rautenbach highlights key consumer instant coffee trends, including a willingness to pay for premium brands, the popularity of single-serve options for on-the-go lifestyles, and a growing emphasis on sustainable and ethical coffee sourcing. Consumers are increasingly prioritising responsible sourcing when choosing their coffee products in the hopes of minimising their ecological footprint and addressing the impact their choices can have on the environment. These purposeful decisions reflect a growing awareness of the environmental and social consequences that can be associated with their consumption habits. Certifications like Fair Trade, Rainforest Alliance, and organic are gaining traction as consumers become increasingly conscious of the environmental and social impact of their coffee choices.

Flavoured specialty coffees are witnessing a surge in popularity, with a wide array of options such as vanilla, caramel, hazelnut, and chocolate. The popularity of single-origin coffee has also surged in recent years, as evidenced by Jacobs’ Origins range, providing coffee enthusiasts with a choice between a bold and intense Southeast Asia Pure Instant coffee or and a mild option with their Latin America Pure Instant coffee. Additionally, coffee cocktails with lower alcohol content are gaining favour, blending rich coffee flavours with various spirits. This trend is expected to expand further as creative combinations are explored.

Cold brew instant coffee is carving its niche in the market as consumers seek a refreshing and easily preparable cold brew experience. Typically made with freeze-dried or spray-dried cold-brewed coffee concentrate, products like Jacobs’ Iced Cappuccino cater to this growing demand.

The thriving global instant coffee market reflects the evolving preferences and lifestyles of consumers. As enthusiasts increasingly prioritise variety, quality, and convenience, the instant coffee industry is positioned to innovate continuously, meeting the dynamic demands of a diverse and discerning consumer base.

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