Our Baristas' Guide to 2024 Coffee Trends for Out-of-Home

More than Brewed Coffee: Beverage and Specialty Coffee Trends 

The Rise of Specialty Coffee 

One of the most notable changes is the growing popularity of specialty coffee. Today, consumers are increasingly seeking out high-quality, ethically sourced, and artisanal coffee experiences. This shift in consumer demand has led to the emergence of specialty coffee shops that place a greater emphasis on the origin, flavour profiles, and brewing methods of coffee. 

However, the rise of specialty coffee is not solely driven by consumer preferences. Social media has played a crucial role in shaping this trend. With 30% of individuals using social media daily, its impact on food and beverage choices cannot be ignored. * In the digital age, consumers are eager to share their coffee experiences with the world through platforms like Instagram. As a result, coffee businesses not only compete locally but also with establishments from other markets.  

Consumers compare visually appealing beverages they see online and desire a similar experience in their own cups. To stay current and attract customers, coffee businesses must strive to create post-worthy drinks. Specialty coffee drinks, such as flavoured lattes or frappes, capture the attention of consumers who crave visually delicious treats. 

The fast-paced nature of the industry and the increased demand place significant pressure on coffee shop operators to consistently perform at maximum capacity. To alleviate some of this pressure, operators can turn to fully automatic specialty coffee machines or coffee products that enhance drinks without requiring additional labour. By reducing the time spent on repetitive precision tasks, operators have more freedom to focus on embellishment and creativity, making their work more enjoyable. 

By staying informed and embracing these changes, coffee businesses can thrive in this ever-evolving industry. 

Diversified Offerings 

In response to evolving consumer preferences and dietary requirements, coffee shops have expanded their offerings beyond traditional coffee beverages. Alongside classics like lattes and cappuccinos, they now serve a range of innovative options such as cold brews, nitro coffee, juices, specialty teas, and plant-based milk alternatives. Additionally, coffee shops have recognized the importance of providing healthy food options to complement their beverage offerings. This diversification not only caters to changing consumer demands but also allows coffee shops to attract a wider customer base and provide a more comprehensive experience. 

In today's market, consumers are seeking beverages that offer more than just refreshment. They want unique and exciting flavours that cater to their individual tastes and preferences. This trend is particularly prominent among younger Canadian consumers, specifically millennials and Gen-Zers. These demographics value variety and uniqueness, and their expansive beverage repertoire reflects their generational and demographic preferences. * By offering a diverse range of beverages, coffee shops can cater to the preferences of these younger generations and create a memorable and personalized experience for their customers. 

Sustainability, Ambience, and Technology: More Trends in the Coffee Industry Out-of-Home  

Store Ambience and Design 

Coffee shops now prioritize creating inviting and aesthetically pleasing store designs. Cozy spaces with local artwork and unique interior designs have become common, enhancing the overall coffee experience. These designs aim to create a welcoming atmosphere where customers can relax, work, or socialize. By incorporating local artwork, coffee shops support local artists and add authenticity to their spaces. Community areas within the coffee shops foster a sense of belonging and encourage social interactions. 

The impact of coffee ambience on where Canadians choose to visit is significant, as customers are drawn to coffee shops that offer a visually appealing and comfortable environment. By embracing this rising trend, coffee shops can differentiate themselves and provide a memorable experience for their customers. 

Coffee, Cups, and Sustainability 

Sustainability has emerged as a significant focus within the coffee industry out-of-home. Coffee shops are increasingly adopting eco-friendly practices such as using compostable or recyclable cups, promoting reusable cup programs, and sourcing coffee from sustainable and fair-trade suppliers. These initiatives align with the growing consumer awareness and demand for environmentally responsible choices.  

By prioritizing sustainability, coffee shops not only reduce their environmental impact but also appeal to customers who value ethical and eco-conscious practices. This rising trend reflects the industry's commitment to creating a more sustainable future and meeting the evolving expectations of environmentally conscious consumers. 

Technology First 

In addition to the aforementioned trends, the coffee business OOH is increasingly leveraging technology to enhance customer experiences. Mobile apps for ordering and loyalty programs have become commonplace, providing customers with the convenience of skipping queues and earning rewards.  

The introduction of self-service kiosks, contactless payments, and digital menu boards has further streamlined the ordering process, improving efficiency for both customers and coffee shop operators. These technological advancements not only save time but also contribute to a more seamless and convenient coffee OOH experience. By embracing technology, coffee businesses can cater to the evolving needs and preferences of their customers, ensuring a smooth and enjoyable visit. 

*Source: Ipsos, Foodservice Trends, The Ripple Effect of Consumer Habits, 2024.