Seduced by cafe culture, consumers learn how to make their own craft coffee
Implications - More than just a morning beverage, coffee has developed a culture and lifestyle of its own. Consumers are now forgoing the convenience and cost-effectiveness of ready-made coffee for the chance to learn how to brew their own cup. This shift indicates not only the strength of coffee culture, but also the pervasiveness of the artisan movement with which it is closely associated.
Workshop Question - How will the growing artisan movement and DIY culture impact your brand, if at all?
Trend Themes
1. DIY Coffee Culture - Consumers are now forgoing the convenience and cost-effectiveness of ready-made coffee for the chance to learn how to brew their own cup.
2. Technology-enabled Coffee Machines - Smart coffee machines equipped with precision filtration technology and pre-set brew controls are gaining popularity.
3. Crystallized Instant Coffees - Specialty instant coffees that are sourced from top roasters, brewed to perfection and freeze-dried into crystallized form are gaining acceptance among consumers.
Industry Implications
1. Kitchen Appliances - Innovations in brewing technology and freeze-drying are expanding opportunities for disruptive innovation in the kitchen appliance industry.
2. Food and Beverage Industry - Advancements in coffee roasting, brewing and freeze-drying are driving disruptive innovation in the food and beverage industry.
3. E-commerce Industry - Specialty instant coffees are expanding opportunities for e-commerce companies to reach consumers with high-quality coffee products.
