Shift and growth in coffee consumption
From the September 2012 issue.
The first decade of the millennium saw coffee consumption grow an impressive 2.5 per cent a year. Maja Wallengren takes a look at what’s driving consumption and where.
When the US economic crisis hit in late 2008, many were quick to predict that coffee consumption would suffer.
Four years later, those predictions have mostly proven untrue. While economies have struggled, coffee consumption has hit record levels, expecting to close in at 140 million 60-kilogram bags at the end of the year. While the way coffee is consumed and distributed has seen a shift, coffee demand is as resilient as ever, with some expecting that the next decade will bring about a similar level of growth.
“If you look at coffee consumption over the longer term, it is very easy to come to the conclusion that it reflects world population growth – because in part it does,” Mick Wheeler, former Executive Director for the Specialty Coffee Association of Europe (SCAE), tells GCR. “But the story is far more complex than that because consumption growth is not exactly linear. It follows various cycles, which reflect world income growth, technical innovation and that nebulous concept: fashion.