Deloitte.Deloitte Coffee Study 2024MAKINGANForces shaping the market and consumeir behavioursIMPACTTHATMATTERS1６４５September 2024
Contents1.Key findings2.Settingthe scene21 The waves of coffee2.2The Swiss coffeeindustry3.Trendsshaping the market31Sustainable coffee32Specialitycoffee33Certifiedcoffee3.4 Functional coffee3.5 Direct trade36Conveniencecoffee4.Thecoffeeconsumen4.1Generationalgaps4.2Homebrewing4.3Coffee e-commerce5. Conclusion6.Contacts and authors7. EndnoteshaloitteCoffeeStudy20241Forcesshapingthem
About the studyThisstudy is based on an online survey of7,000 coffee drinkers aged 16 and above,The survey was conducted in March 2024across 13 countries. 500 oarticioants inBrazil, China, France, Germany, India, talyJapan, Mexico, South Korea, Spain, theUnited Kingdom, and the United States aswell as 1.000 particioantsin SwitzerlandThe data ofallcountries were weghtedequallyin the analysis. The country,samples were nationally reoresentative ofage and gender-in China and India alsoofincome, and in Switzenland of languagedistribution. Additonally face to faceIntervews were conducted with expertsfrom the coffee industry. Independent inits approach and drawing on our researchcapabilities, the Deloitte Coffee Study is aholistic industry assessment comprisingdiverse points of view.DeloitteCoffeeStudy2024|Forcesshapingthemarketand consumerbehaviours
1.Key findingsThe coffee industrv and environment are evolving fast which requires coffee roasters, traders, brandsdistributors retailers and machine manufacturers to follow relevant trends and understand consumerpreferences. In this study Deloitte explores prominent trends in coffee and consumer insights basedon a survey of around 7,000 coffee drinkers in 13 countries and interviews with experts from the coffeeindustry.The bean boomGreenstampofapprovalCoffeeconsumptionisspreadingto parts ofthe worldCoffee production faces serious challenges where climatewhere it is not a traditional beverage-for example, toChina andIndia. Thepopularity of coffeeisgrowinginConsumersincreasinglydemand sustainable coffeeandthese emerging markets and the number of coffeeshopsisincreasingrapidly.standardshavebeenrespectedinthevaluechainHow convenientGenerationrevelationsEasy accessibility to coffee and savingtime duringCoffeeconsumption differs betweenyoungerandoldepreparation are crucial factors in coffee consumption.Ingenerations.Forexample,youngercoffeedrinkerstendthis context, canned and bottled coffe are two well-knownoptions. But they are not often adopted by consumers fopropensitytogetittogo.their regularconsumption.DoityourselfFromfarmtocupPreoaring coffeeathomeratherthanbuyingitto go orInthe relationshipbetweencoffeegrowersandroastersdrinkingit in a cafe has risen in recent years. An important,drver ofthisdevelopmenthas beentheinfaionsurgefromtunn,roastersareincreasinglyusinge-commerce tosel2021t02023.Instantcofee isthe preferred choice at homeandcommunicate withconsumers.Both trendsallowcloserconnections betweenmarketparticipants04Deloitte Coffee Study 2024...
