A Year of Innovation in the Coffee Market 2024
A Year of Innovation - What's Included
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Explore the latest global innovations across the coffee market in 2024. Our global trends market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.
Innovation in Coffee – EMEA
Ethically sourced coffee remains a priority for German coffee consumers, although innovation has stalled in this area. RTD (ready-to-drink) coffee brands are reacting to consumer interest in positive nutrition with the addition of protein and vitamins.
- 66% of coffee consumers in Germany say that supporting coffee farmers should be a key responsibility of coffee brands.
Global Coffee Market Innovation  – APAC
Coffee brands are innovating around more sustainable packaging formats and materials. RTD coffee brands are tempting consumers with new and appealing flavour combinations.
- 45% of RTD Chinese coffee consumers say the addition of a flavour is an important purchase factor when choosing an RTD coffee.
Innovation in Coffee – Americas
Coffee brands in the US are flagging up sustainable and ethical coffee sourcing. Meanwhile, the share of flavoured coffee launches is growing in the region.
- 26% of at-home coffee consumers in the US would describe their ideal coffee brand as sustainable, rising to 35% of 18-24s.
To discover more about the global coffee market, read The Future of Coffee 2024, or take a look at our extensive Coffee Market Research.
Expert Analysis from an Innovation Specialist
This report, written by Mikolaj Kaczorowski, a leading innovation analyst, delivers in-depth commentary and analysis to highlight innovations in the global coffee market and add expert context to the numbers.
Sustainable packaging and ethical bean sourcing remain key innovation themes in the coffee category.
Mikolaj Kaczorowski
Innovation Analyst
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: ethical claims have flatlined in European coffee launches
- Corporate social responsibility is high on consumers’ radars
- Ethical claims in coffee have declined after years of growth
- Graph 1: coffee launches, by share of select ethical and environmental claims, 2019-24
- Coffee brands are flagging up their ethical initiatives
- Europe: brands tap into consumer interest in more healthful RTD coffee
- Consumers are seeking out better-for-you RTD coffee
- Better-for-you claims have seen an uptick in RTD coffee launches in Europe
- Graph 2: RTD coffee launches, by share of select claims, 2019-24
- RTD coffee brands promote added protein and vitamins
- The Middle East & Africa (MEA)
- Coffee brands highlight local sourcing and production
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Asia Pacific (APAC)
- Asia: brands are striving to reduce the environmental impact of coffee packaging
- Consumers are keen to see more sustainable coffee packaging
- Eco-friendly packaging claims are growing in Asia
- Graph 3: coffee launches, by select claims, 2019-24
- Coffee brands are using sustainable and recyclable paper packaging
- Asia: RTD coffee brands drum up excitement with flavour innovation
- RTD coffee consumers are keen to try new and unique flavours
- RTD coffee brands are moving away from sweet flavours
- Graph 4: RTD coffee launches, by flavour component group, 2019-24
- Nut, tea and biscuit flavours add excitement to the RTD coffee category
- Australia & New Zealand
- Ethical and sustainability claims grow in Australia and New Zealand
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the americas
- North America: sustainability claims have stalled in North America
- Consumers seek ethically and sustainably sourced coffee
- Sustainability claims have stagnated in coffee launches
- Graph 5: coffee launches, by share of select ethical and environmental claims, 2019-24
- Coffee brands highlight their use of sustainable farming practices and eco-friendly packaging
- Brand renovation/innovation: bareorganics launches a range of coffees with superfoods
- North America: flavour innovation can drive interest in the coffee category
- Consumers are keen to try new flavoured coffees
- Flavoured coffee options grow in North America
- Graph 6: coffee and RTD coffee launches, by share of top five flavour component group, 2019-24
- Coffee brands innovate around novel and recognisable flavour combinations
- Latin America
- RTD coffee offers consumers a convenient and portable coffee option
- Graph 7: coffee and RTD coffee launches, by sub-category, 2019-24
- RTD coffee offers consumers a convenient and portable coffee option
- RTD coffee brands highlight provenance, serving suggestions and textures
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