Product development across the global coffee industry is more vibrant and prolific than ever, reflecting an increasingly diverse pool of enthusiasts demanding a lot from their brews. Here, we examine one key cohort that all food, beverage and hospitality brands should have on their creative and commercial radars.
In contrast to the more serious approach to speciality coffee which has been prominent over the last decade, sparking specialist coffee shops popping up across cites as a response, this cohort of light-hearted (mainly Gen Z) drinkers are taking a less pretentious, fun-first approach.
Instead of focusing on difficult brewing processes, complex equipment and specialist knowledge, this group prioritises accessible, treat-worthy drinks in indulgent, social-media-worthy flavours and formats.
Hoping to appeal to a legion of casual coffee drinkers, US brand Couplet Coffee proclaims it isn’t run by “coffee Karens” and “great coffee shouldn’t be douche-y”. In addition to its bright holographic coffee bags, it sells quirky tools including a cow print stovetop pot and a red French press with a heart-shaped cut-out.