5 Trends to Watch 2024: Coffee

The coffee market continues to thrive with indulgent, premium and sweet flavor innovation. Seasonal launches and baked good flavors are the fastest-growing positioning and flavor categories in the segment.

Check Out Our 5 Trends to Watch in 2024 Featuring Coffee:

1. Indulgence and Premiumization Attracts Customers

Indulgence and premium claims go hand-in-hand in the RTD coffee market and are the top influencers of purchases made in the category.

2. Seasonal/LTO Flavors Focus on Sweet Browns

Seasonal/LTO launches are the fastest-growing positioning of new coffee launches over the past 5 years. Maple, salted caramel and gingerbread are on Innova Market Insights “watch list”.

3. Bakery Flavors Continue to Grow

Baked good flavors, like cakes, donuts, and pies, own innovation in the hot coffee and top the fastest growing flavor category within the segment.

4. Better-For-You RTD Coffee Continues

RTD coffee brands continue to focus on BFY options, with claims like low/no/reduced sugar, calorie and fat growing in 2023. Organic was the only claim within the top 5 to see an increase in launches over the past year.

5. Move Over Hazelnut!

Over the past year, macadamia nut has seen a 200% increase in presence on restaurant coffee menus, appearing in premium lattes, frozen drinks, cold brew and more, according to Technomic Ignite.

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