Despite rising costs, our national love for coffee is going nowhere. The coffee market soared in 2023 as we continued to shell out £4 for fancy lattes at artisan shops and invest in snazzy machines for our homes. So what’s set to be big this year? From clean caffeine to cold brews, here are the coffee trends set to dominate in 2024.
5 Coffee Trends For 2024
It’s not just the hot stuff we’re addicted to. According to the National Coffee Association’s 2023 trends report, interest in cold brew coffee has increased by 300 percent since 2016. Not to be confused with your average iced flat white, cold brew is made by steeping coffee grounds in cold water for an extended period of time, creating a strong and highly concentrated brew. Devotees believe the process gives it a superior taste – smoother, less acidic, and naturally sweet. It’s currently the fastest growing sector in the ready-to-drink sector, with brands experimenting with fun flavours and innovative production methods.
For caffeine addicts, the idea of ordering a decaf coffee seems counterintuitive – but for those craving the taste without the jitters, it’s a godsend. According to Artisan Coffee Co., decaf coffee has been steadily growing since 2017, and the trend is set to get even more popular this year, with low-caffeine coffee (half caffeinated, half decaffeinated beans) a particular point of interest. This is backed up by stats from the UK’s oldest coffee roaster, Farrers Coffee, whose decaffeinated sales have increased by 60 percent in the last four years. Research from Mintel, meanwhile, shows one in five coffee drinkers regularly opt for decaf nowadays, primarily driven by concerns over sleep and health impacts.
Following on from the above, others are looking for different ways to get their morning boost. Enter the clean caffeine trend: drinks made with plant-derived caffeine sources that have not been synthetically or chemically reproduced. That includes brands like MUD\WTR, best known for its coffee alternative :rise Cocoa, a blend of cocoa, chai and mushrooms. Holland & Barrett identified natural energy sources as one of the biggest wellness trends of the moment, citing the natural caffeine sector in particular. ‘In 2024, consumers will look to master their blood sugar levels, with a big onus on how plant-based diets and sleep hygiene sustains their natural energy throughout the day,’ says Rachel Chatterton, head of food development at Holland & Barrett. ‘Coffee is still the go-to for customers wanting to boost their energy levels but we’ll increasingly see solutions which incorporate food and supplements to further enhance energy levels.’
While soya milk was once the only non-dairy option, these days alternative milks are the norm – and indeed cow’s milk can feel like the rogue order. Oat, almond, coconut, cashew, pea: the choices for plant-based milks are endless, and research from the Artisan Coffee Co. shows one in three of us are now opting for them. Drinkers cite reasons of veganism, lactose intolerance, health, animal welfare and the environment – while some simply prefer the taste.
This year, we’ll be bringing the coffee shop aesthetic into our homes, according to Pinterest Predicts’ 2024 report. The platform reported a surge in searches for Cafécore: searches for ‘coffee bar styling’ are up by 1,125 percent, ‘coffee station decor’ by 145 percent, and ‘cafe aesthetic’ by 820 percent. Think jazzy home espresso machines, syrup stations, pretty mugs, the lot.