Total coffee servings experienced a “significant surge”—5% year-over-year growth globally—outpacing the 3% recorded in the United States, according to Chicago-based market research firm Circana.
This surge signals “a promising opportunity for coffee brands worldwide,” Circana said.
This growth trend for the 12 months ending September 2023 was observed in 11 of the 12 countries tracked, with China emerging as the frontrunner, experiencing the highest coffee consumption growth rate, according to Circana’s Crest Commercial Foodservice data that comes from quick-service restaurants, full-service restaurants and retail.
“Coffee is a unique category where trends and competition intertwine on both global and local scales,” said Tim Fires, president of global foodservice at Circana. “Cold coffee emerges as a standout trend, experiencing substantial growth across all 12 countries we monitor.”
However, the competitive landscape for both chain and independent establishments “exhibits unique characteristics in each country,” Fires added. “Understanding both the overarching global trends and the intricacy of the local marketplace is critical for success in this category.”
Key findings include:
- Coffee servings, at more than $36 billion, enjoyed 5% growth across nations, with 11 of the 12 monitored countries forecasted to grow. South Korea is the only country that did not experience year-over-year growth in coffee servings.
- While hot coffee remains the dominant choice globally, cold coffee has gained momentum, indicating a long-term growth trend. China led cold coffee consumption growth from 2019 to 2023, boasting a 20% compound annual growth rate, with cold servings constituting 33% of total coffee consumption.
- Coffee outpaced both tea (up 4%) and carbonated soft drinks (up 3%) in year-over-year servings growth, emphasizing its position as one of the fastest-growing beverage categories globally.
Through these insights, Circana said, it empowers industry stakeholders with a deeper understanding of global coffee consumption trends, facilitating informed decision-making and strategic market positioning. “Global” refers to the cumulative data from 12 countries: Australia, Brazil, Canada, China, France, Germany, Great Britain, Italy, Japan, South Korea, Spain and the United States.
“Circana’s extensive research combines global data with local depth, providing nuanced insights for each country, spanning restaurant chains and independent segments,” the company said. “This holistic perspective enables industry stakeholders to navigate the key trends and growth patterns within the coffee industry across 12 major countries.”
Circana is an advisor on the complexity of consumer behavior. Through technology, advanced analytics, cross-industry data, and deep expertise, it provides clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth.
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