With 2025 just around the corner, the coffee industry is on the brink of what experts are calling the fourth wave of coffee culture, characterized by innovation, sustainability, and accessibility. Gone are the days when the caffeine fix was merely about brewing beans at home or hitting up local cafés for your favorite brew. Now, coffee consumption is being reshaped by technological advancements and changing consumer preferences.
Cary Wong, the director of coffee at Partners Coffee, emphasizes the integration of technology, stating, "We’re definitely going to see more tech making its wayinto coffee." Wong predicts the rise of smart espresso machines like the Breville Oracle Jet and apps providing recipe suggestions for home brewers. He adds, “AI will help cafes streamline operations,” heralding a future where technology enhances both coffee preparation and service.
Ready-to-drink (RTD) coffee options are also set to become more prevalent. "Cold coffee and instant coffee are only getting bigger," remarks Wong. An increase in RTD cold espresso and non-alcoholic coffee cocktails has been noted, with Wong anticipating even more premium and convenience-oriented coffee choices to hit the market.
Cold coffee has become particularly popular among younger drinkers, especially Gen Z, who are driving this trend. Kathryn O’Connor, chief marketing officer at La Colombe, notes, "We’re now in the fourth wave of coffee, which is being defined by a cold coffee frenzy." According to O’Connor, on-tap cold brew is now the second most consumed beverage across La Colombe’s thirty café locations, highlighting the growing demand for cold brews as the weather heats up.
Interestingly, the concept of 'superfood coffee' is making its way to mainstream options, reflecting consumers' increasing focus on health. Michelle Kawahara, Lavazza's West Coast regional trainer, states, "Coffee used to be just coffee, but now health-conscious coffee options are on the rise." Expect to see more blends infused with beneficial ingredients like turmeric, matcha, and adaptogenic mushrooms. According to Kawahara, "These ingredients are believed to offer various benefits, including improved focus, increased energy, andbetter gut health." Companies like Feral Fungi and Four Sigmatic have already popularized mushroom coffee, showcasing the intersection of health and caffeine consumption.
Social media has played its part as well, encouraging people to get creative with their coffee recipes at home. O’Connor explains, "If the viral whipped coffee trend from 2020 tells us anything, social media has been a huge influence on people making creative coffee drinks at home." This has allowed consumers to explore fun and customizable options, effectively turning kitchens around the worldinto mini coffee shops, as more people experiment with unique drink combinations.
On the sustainability front, there’s been a notable shift toward ethical sourcing and environmentally friendly brewing practices. Kawahara points out, "More people are prioritizing fair trade practices and environmentally friendly farming methods when choosing their coffee." This rise aligns with consumers’ growing demand for ethically sourced products and companies’ responses to these expectations, as they place increasing importance on sustainability.
Lastly, cafés are now redefining their offerings, introducing innovative and specialty drinks to captivate their patrons. Kawahara notes, "With so many consumers regularly brewing coffee at home, when they visit cafes, they want and are willing to spend on unique experiences." This willingness has spurred the popularity of offerings like single-origin pour-overs and creative cold brew combinations, like La Colombe’s half tan—a blend of draft cold brew and draft latte.
Indeed, as we approach 2025, the coffee industry is set to embrace exciting lifestyle trends. With sustainability and innovation at the forefront, today's coffee culture is more dynamic than ever, inviting enthusiasts to indulge their senses and explore new flavors, methods, and experiences.