Dear Coffee Lover☕,
just back from an energizing and thought provoking National Coffee Association USA convention in Houston/Texas 🌍, where some of the most influential minds in coffee came together to discuss where our industry is headed next.
🔹The U.S. coffee market is the most dynamic, competitive, and trend-setting in the world. It’s where innovation meets scale, where premiumization meets convenience, and where big money meets real consumer shifts. If you’re not paying attention to what’s happening here, you’re missing the future of coffee.
🔹 $301 million is spent on coffee in the U.S. every single day. That’s 110 billion US dollar per year - a staggering market where even small shifts in consumer preference create billion-dollar opportunities.
🔹 We are in the middle of an economic and geopolitical experiment. Inflation, labor costs, and shifting trade policies are shaking up supply chains. The impact of the Trump return is a big question mark: tariffs, trade negotiations, and commodity price volatility could hit coffee markets. The U.S. dollar, Brazilian real, and stock market correlations are weak - but climate events and supply chain disruptions remain the true price drivers.
🔹 Cold vs. Hot? It’s not a battle - it’s an evolution. There is room for both.
A third of Gen Z and Millennials are drinking more hot coffee this year. But cold coffee continues to dominate as a year-round staple, not just a summer trend. This points to a need for more sophisticated, premium cold coffee options beyond just “cold brew.”
🔹 Coffees in America are getting sweeter, whiter, and more convenient. The U.S. market is driven by customization, indulgence, and on-the-go convenience. Consumers want coffee that fits seamlessly into their lifestyle, whether it’s an iced caramel oat milk latte or a quick RTD cold brew at the gym.
🔹 RTD coffee is the fastest-growing format. The simplest, most convenient options are winning. But the next frontier is FUNCTIONAL coffee - think protein-infused, adaptogenic, and wellness-focused RTD drinks.
💡 Takeaway: If you don’t have a cold strategy, a convenience strategy, and a “better-for-you” innovation pipeline, you’re not ready for the U.S. or global coffee market.
Breakfast with The International Women's Coffee Alliance (IWCA Costa Rica) which supports the work and growth of women in the international coffee community was the perfect round up of the conference.
🚀 As an International Coffee Consultant I can see these developments as both: challenges and massive opportunities. Are you ready for the future of coffee? Let’s keep the conversation going, might be over a real coffee☕?
