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22 (71) 2019 DOI 10.22630/PEFIM.2019.22.71.31
Grzegorz Maciejewski
Uniwersytet Ekonomiczny w Katowicach
Sylwia Mokrysz
Mokate SA
NEW TRENDS IN CONSUMPTION ON THE COFFEE
MARKET
The aim of the article is to present trends in consumption, which currently affect or will
affect the behaviour of coffee consumers in the next 2-5 years. The article is written in the form of
theoretical considerations supported by an analysis of source materials. It presents the main
megatrends, consumer trends and product trends observed on the coffee market. It also describes
relations between the aforementioned phenomena and consumer behaviour. The analysis of the
collected data made it possible to conclude that the main trends determining consumer behaviour
are naturalness and sustainability, health and nutrition, multisensory experience, convenience,
digitalisation and individualisation. In order to meet these trends, producers and sellers of coffee
will also want to gain an influence on the choices and preferences of coffee consumers by
supporting and developing such product trends as: craft coffee time, the ice age is coming, ready
to drink coffee, co-branding to dial up indulgence, convenient formats go premium, the rise of
super coffee or the world of smart vending machines.
Keywords: megatrends, consumer trends, trends on the food and beverages market, product
trends, coffee market
JEL Codes: D12, E21, M30
Introduction
The 21st century has become the age of the consumer - an educated, conscious consumer, but
also one that is impatient, disloyal and capricious1. Enterprises wishing to maintain or
increase their competitiveness are forced to continuously and actively monitor changes in
consumer behaviour, not only to keep up with buyers of their products, but to overtake them,
creating a world in which consumers would like to live. The emerging megatrends and
consumer trends are indicative of the expected future consumer behaviours.
The purpose of the article is to show new consumer trends and corresponding
product trends in view of the identified megatrends, affecting the functioning of
economies as well as entire societies. The article is written in the form of theoretical
considerations supported by the analysis of data from secondary sources. The area of
observations consists of entities operating on the coffee market.
This paper is organised as follows: the Theoretical Framework section defines the
concepts of megatrends, consumer trends, product trends and the relationship between these
concepts. Next, the Materials and Methods section presents the source materials used in the
article and the method of their analysis. The Results and Discussion section begins with a
1 G. Maciejewski: The Contemporary Consumer in the Face of Megatrends in Consumption [in:] Olejniczuk-
Merta A. (ed.): The Transformation of Consumption and Consumer Behaviour, IBRKK, Warsaw 2012, p.29.
133
short description of the coffee market. Then, this section presents a description of the most
important current trends and megatrends combined with a discussion on the impact of the
most dynamically developing product trends on purchasing behaviour and coffee
consumption. The manuscript ends with conclusions made on the basis of the analysis carried
out and a discussion of results. The conclusions from the presented material do not fully
cover the subject, however, they can play a part in the discussion of observed changes taking
place in consumer behaviour, as well as in B2C relations. The data presented may also be
useful for companies involved in the production and sale of coffee in the process of building
their competitive advantage, based on permanent ties with consumers.
Theoretical framework
The concept of a trend has been present in reference materials since the mid-twentieth
century, finding its place first in mathematical and economic sciences to describe
changes in charts and sequences of numbers, and then in sociological or marketing
sciences to describe changes in culture, worldviews or lifestyles2. Ph. Kotler describes a
trend as "the direction or series of events characterised by a certain momentum and
durability"3. B. Mróz defines the term 'trend' as "changes taking place over time in social
or market phenomena, the direction of which can be measured by means of specific
indicators, scales or indexes".4 In turn, T. Zalega, under the term 'trend', understands the
direction of current development in a given field or, in a more general sense, the
monotonic component of the given feature's dependence on time5. Trends can thus be
short- or long-term in nature, and in regard to their range: can be global (megatrends) or
regional (microtrends). The specific features of trends are volatility, coexistence (mutual
overlap) and divergence (the simultaneous creation of trends and counter-trends)6.
Ph. Kotler, referred to above, distinguishes between different trends on account of
their durability, dividing them into temporary fashion, trends and megatrends. He
describes temporary fashion as an unpredictable short-term change devoid of greater
economic, social or political significance. Trends and megatrends, in the opinion of Ph.
Kotler, are more durable and easier to predict. A trend outlines the shape of the future, it
is a long-term phenomenon, which can be observed in the behaviour of consumers and
enterprises in many markets. The formation and development of a trend is confirmed by
reliable values of economic, social and demographic indicators appearing at the same
time7. Megatrends, in turn, are unquestionably connected with globalisation8. According
to J. Naisbitt, megatrends identify all socio-economic or structural processes that form
2 M. Raymond: The Trend Forecaster`s Handbook, Laurence King Publishing, London 2014, p. 14.
3 Ph. Kotler: Marketing, Dom Wydawniczy Rebis, Poznań 2005, p. 159.
4 B. Mróz: Konsument w globalnej gospodarce. Trzy perspektywy, Oficyna Wydawnicza SGH, Warsaw 2013,
pp. 115-116.
5 T. Zalega: Nowe trendy i makrotrendy w zachowaniach konsumenckich gospodarstw domowych w XXI
wieku, Konsumpcja i Rozwój 2(5)/2013, pp. 3-4.
6 J. Tkaczyk: Konsumpcja i konsument – nowe trendy. Handel Wewnętrzny, May - June 2012, pp. 126-127; S.
Dybka: Trendy w zachowaniach konsumentów jako czynnik determinujący rozwój przedsiębiorstw, Studia
Ekonomiczne. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach 338/2017, p. 82.
7 Ph. Kotler: Marketing, op.cit., p. 159.
8 M. Maciaszczyk: Wybrane megatrendy i ich możliwy wpływ na konsumentów niepełnosprawnych ruchowo,
Handel Wewnętrzny, 5(364)/2016, p.162.
134
slowly, but when they do come into existence, have an impact on all areas of life for a
certain time9. In addition, megatrends can have an impact on every person and can
change and shape the future of the whole world10. The concept of a megatrend may also
be defined as certain unchanging economic, social, political and cultural trends, as well
as phenomena occurring in the process of the civilisational development of society,
which has various conditions and embraces the whole planet, conditioning key goals and
directions of human development11 that leave an imprint on the environment12.
Megatrends thus identify sets of certain economic, social or environmental patterns of
behaviour that change people's way of life as well as the products that these people
need13. Recalling the paper "The Impact of megatrends on western governments" by
futurologist F. de Meyer, megatrends can be presented as long-lasting, fast-spreading
trends that strongly influence society in many dimensions and evoke the conviction of
their inevitability14.
The concept of a megatrend is close to the concept of a macrotrend, which H. Mruk
defines as "objective, long-term directions of general consumer choices, behaviours and
preferences" or as "significant social, economic, political and technological changes that
form slowly, but when they come into existence, affect consumer behaviour for 7-10 years
and even longer"15. The antonym of a macrotrend is a microtrend, the existence of which is
indicated by B. Mróz referencing the work of M.J. Penn and E. Kinney Zalesne. The
authors assume that it is not a few mega-forces that determine how the world works, but
the multiple choices forming microtrends - small forces that can direct a small fraction of
the population, as small as 1%, but which nevertheless greatly shape entire societies16.
To fully show the role which trends play in consumer behaviour, it is worth referring to
the views of H. Vejlgaard, who works in trend forecasting. This researcher defines a trend as
a process of change, which is drawn from a psychological, economic or sociological
perspective, which may be short- or long-term, and regional or global17. Taking this into
consideration, it is possible to agree with T. Zalega that "a trend in consumer behaviour is
understood as a specific direction of change in the consumer's modelled lifestyle, acting in an
objective way, independent of his will and consciousness"18. Looking at this issue from the
9 J. Pieriegud: Wykorzystanie megatrendów do analizy przyszłościowego rozwoju sektorów gospodarki, [in:]
Gajewski J., Paprocki W., Pieriegud J., Megatrendy i ich wpływ na rozwój sektorów infrastrukturalnych,
Instytut Badań nad Gospodarką Rynkową – Gdańska Akademia Bankowa, Gdańsk 2015, p.15.
10 P. Zmyślony, A. Niezgoda: Popyt turystyczny. Uwarunkowania i perspektywy rozwoju, Wydawnictwo
Akademii Ekonomicznej, Poznań 2003, p. 194.
11 S. Marek, M. Białasiewicz (ed.): Podstawy nauki o organizacji. Przedsiębiorstwo jako organizacja
gospodarcza, PWE, Warsaw 2011, 389.
12 K. Borodako: Foresight w zarządzaniu strategicznym, C.H. Beck, Warsaw 2009, p.90.
13 S. Hajkowicz, J. Moody: Our future world. An analysis of global trends, shocks and scenarios, CSIRO,
Canberra 2010, p.2.
14 F. de Meyer: The impact of megatrends on western governments, Institute for Future Insights, Available
online: https://www.slideshare.net/fdemeyer/the-impact-of-megatrends-on-western-governments, (accessed on
09 February 2019); M. Maciaszczyk: Wybrane megatrendy …, op. cit. p. 163.
15 H. Mruk: Makrotrendy a zachowania konsumentów [in:] Kędzior Z. (ed.): Konsument. Gospodarstwo
domowe. Rynek, CBiE Akademii Ekonomicznej w Katowicach, Katowice 2007, p.9.
16 M.J. Penn, E. Kinney Zalesne: Mikrotrendy. Małe siły, które niosą wielkie zmiany, MT Biznes, Warsaw, p.13.
17 H. Vejlgaard: Anatomy of trend, McGraw-Hill, New York 2008, p.9.
18 T. Zalega: New consumer trends [in:] Burchard-Dziubińska M. (ed.), Towards a green economy. From ideas
to practice, Wydawnictwo Uniwersytetu Łódzkiego, Łódź 2015, p. 80.
135
perspective of Ph. Kotler, it can be said that trends in the sphere of consumption arise as a
result of influencing consumer purchasing behaviour in a broadly understood environment
(social, economic, legal, political, demographic and technological), which, in turn, affects
changes in their consumption patterns19.
According to F. Shaw, emerging consumer trends influence the way enterprises
operate, thus creating new rules for the functioning of modern organisations20. The
impact of new consumer trends on enterprises, therefore, results in changes in the
behaviours of these entities, which on the one hand try to keep up with the changing
consumer, and on the other hand start to shape consumer behaviour, preferences and
choices. In the latter situation, we can speak about the creation of product trends by
enterprises. Relations between megatrends, consumer trends, product trends and
consumer behaviour are presented in Figure 1.
Figure 1. Relations between megatrends, consumer trends, product trends and consumer behaviour
Source: Authors’ own study.
Materials and method
The sources of the article include the results of research on consumer behaviour and the
coffee market, conducted by renowned research agencies and consulting companies in
2015-2019.
First, research on megatrends, which are about to change the world over the next 20
years, carried out by the Ernst & Young (EY) consulting company, is presented. The
data presented by EY are the result of analyses based on reference materials and primary
research carried out in renowned research centres from around the world21. Next, data
from the Euromonitor International research agency is presented concerning the top 10
global consumer trends that could have the greatest impact on consumer behaviour in
2019 and subsequent years. The data were obtained as a result of direct quantitative
research carried out in the autumn of 2018 by 14 regional company offices operating
19 Ph. Kotler, G. Armstrong, J. Saunders, V. Wong: Marketing. Podręcznik europejski, PWE, Warsaw 2002,
pp.188-210.
20 F. Shaw: Uncertainty and the New Consumer, Foresight, 4/2009.
21 Megatrends 2015. Making sense of a world in motion, EYGM Limited 2015, pp.52-53.
Megatrends
Consumer trends Product trends
Consumer
behaviour
136
globally 22. Subsequently, information on product trends currently observed on the
coffee market is presented. This data comes from the reports of the research agency
Mintel Group Ltd. published in 2018-2019.
The data collected made it possible to create a profile of the entities operating in the
coffee market and to analyse the impact of megatrends and new trends in consumption
on consumer behaviour on the coffee market.
The research for the needs of this study was carried out using the desk research
method, deductive inference and the comparative method were used for data analysis.
The descriptive and tabular form was used to present the obtained research results.
Results and discussion
Megatrends affect consumer behaviour in the long run. EY, as the first of these trends,
specifies the digital future (Table 1). In 2020, more than half of employees will belong
to generations Y and Z. These are generations that grew up along with the development
of digital technologies. Modern technologies like the internet of things, artificial
intelligence, robotics, augmented and virtual reality change the methods of work and
employee involvement23. They also affect everyday life, mobility, forms of spending free
time and travel. Digital technologies are beginning to be present in every sphere of
human life, and their presence is more and more awaited and desired.
Table 1. Trends affecting consumer behaviour in the coffee market
Megatrends Consumer trends Consumer trends
on the food
and beverages market
Product trends on the
coffee market
1. Digital future
2. Entrepreneurship
rising
3. Global
marketplace
4. Urban world
5. Resource planet
6. Health reimagined
1. Digitally together
2. Everyone is an
expert
3. I want it now!
4. Back to basics for
status
5. Conscious
consumers
6. Finding my
JOMO
7. I want a plastic
free world
8. We are ageless
9. I can look after
myself
10. Loner living
1. Naturalness and
sustainability
2. Health and nutrition
3. Multisensory
experience
4. Convenience
5. Digitalisation
6. Individualisation
1. Craft coffee time
2. The ice age is
coming
3. Ready to drink
coffee
4. Co-branding to dial
up indulgence
5. Convenient formats
go premium
6. Migration of single-
serve coffee
7. The rise of super
coffee
8. The world of smart
vending machines
Source: Authors’ own research based on Megatrends 2015. Making sense of a world in motion, EYGM
Limited 2015, pp.9-51; A. Angus, G. Westbrook: Top 10 global consumer trends 2019, Euromonitor
International, London 2018, p.7-67; Consumer trends in food and beverages, Döhler Market Intelligence,
Available online: http://www.portalspozywczy.pl/handel/wiadomosci/d-hler-6-mega-trendow-konsumenckich-
ksztaltuje-dzisiaj-rynek-zywnosci-i-napojow,146783.html, (accessed on 09 February 2019); J. Forsyth: Coffee
2018. Global Annual Review, Mintel Group Ltd., London 2018, pp.4-21.
22 A. Angus, G. Westbrook: Top 10 global consumer trends 2019, Euromonitor International, London 2018, p. 69.
23 New megatrends will transform the human experience and reshape markets, societies and the global order,
EY, Press release, 11 June 2018. Available online: https://www.ey.com/en_gl/news/2018/06/new-megatrends-
will-transform-the-human-experience-and-reshape,(accessed on 09 February 2019).
137
Digitalisation creates almost unlimited possibilities of development, which supports
the growing entrepreneurship, especially among young people. Currently, nearly 50% of
entrepreneurs in the world are people between 25 and 44 years old. Importantly, growing
entrepreneurship is also visible among women. EY estimates that 126 million women in
the world have their own companies today, and about half of them employ workers.
Both of the megatrends support the development of another megatrend - a global
marketplace. The differences between developed and fast developing countries will
decrease. By 2030, rapidly developing countries will account for 47% of the global
capital inflow, compared to 23% in 2010. The middle class of Asian countries, especially
China and India, will become the driving force24. Increasing mobility will make
companies around the world fight for talented individuals - human capital to maintain
their competitive advantage. The further development of globalisation will be opposed
by the advocates of isolation and anti-globalists, forming a counter-trend to it. These
phenomena will be particularly visible in culture and politics. Anti-globalisation
activities will be supported by national, ethnic and religious movements.
Another megatrend, indicated by experts from EY, is urbanisation. The number of
cities and the number of people living in cities is increasing worldwide. In 2015, 54% of
the world's population lived in cities. In 2050, 66% will be living in them. People move
to cities to take advantage of the economic benefits they provide to their residents.
Therefore, it is becoming necessary to implement a sustainable development policy,
especially in the area of transportation (railways, highways, airports), access to water
and electricity.
Sustainable development is the source of the development of the next megatrend
called the resource planet. By 2030, the world's population will have increased by 1.2
billion people, and the world's 750 largest cities will gain 220 million new middle-class
consumers. This situation will increase the demand for raw materials and natural
resources by 33%. In 2035, annual electricity expenditure will reach $420 billion.
Mankind must start to use its raw materials and resources responsibly, not only because
of the progressive degradation of the environment, but also due to the finite availability
of non-renewable resources. Modern mining technologies and technologies that renew
the environment are to help achieve these goals.
The last of the trends indicated by EY is health reimagined. Expenditure on health
protection already absorbs 10% of global GDP. It is becoming necessary to find new
solutions so as to reduce costs and meet the increasingly higher expectations and needs
of people. To achieve this, a new perspective on health is necessary, a new definition of
health. It is necessary to abandon the existing, traditional health care and go in the
direction of health management, and thus towards prevention, shaping healthy habits and
healthy eating.
Each of the described megatrends shapes the existing and emerging consumer
trends to a greater or lesser extent25. A. Angus and G. Westbrook have identified 10 new
trends which influence consumer behaviour in 2019 and the subsequent years (Table 1).
24 M.A. Gonzalez-Perez, S. Gutierrez-Viana: Cooperation in coffee markets: The case of Vietnam and
Colombia, Journal of Agribusiness in Developing and Emerging Economies 2(1)/2012, pp. 57-73.
25 D. Harrison: Ten global consumer trends in 2011, Strategic Direction 27(10)/2011,
https://doi.org/10.1108/sd.2011.05627jaa.010.
138
The first two: digital together and everyone is an expert are strongly associated with the
digital future megatrend. Over the last decade, technology has evolved from facilitating
communication to enabling multidimensional interactions and collective experiences.
People at that time had to deal with the technological and regulatory barriers that are
now being overcome. Now they use the internet, video calls and virtual platforms to
meet and collaborate with people around the world in real time. In the real world they
are separate - digitally, they are together. Digitalisation means unlimited possibilities for
computer games enthusiasts, social networking sites or educational websites. From
dating to education, from work to controlling your health - everything can be done
digitally together. Consumers are increasingly using Twitter, WhatsApp or Instagram to
advise each other about what and where to buy best, sharing discount coupons,
informing each other about discounts and bargains. Thanks to modern technologies,
everyone is an expert. Many consumers lead very fast lives, are busy and don't want to
wait. From businesses, they expect goods and services to be delivered as quickly and as
simply as possible. More and more of them use applications that help them organise their
lives, avoid street traffic jams or shorten waiting times in the queue.
I want it now! - this is a trend followed by people living life in the fast lane, who do
not want to waste time shopping and handling current affairs. B. Mróz calls this trend
"immediate gratification"26. Many modern consumers do not want to wait, do not want to
postpone consumption, do not want it "later" - they want it "now", "immediately".
Determinants of the development of this trend should be sought in the global
marketplace megatrend and the development of communication technologies conducive
to the diffusion and imitation of lifestyles and consumption patterns.
On the other hand, the urban world and resourceful planet megatrends strongly
affect several consumer trends, which can be considered as counter-trends to those
discussed above. These include back to basics for status, conscious consumers, finding
my JOMO (joy of missing out) or I want a plastic free world. More and more consumers
are becoming conscious consumers. They understand that they did not inherit the Earth
from their parents, but only borrowed it from their children. They are aware of their
choices and responsibilities for the future of the world. They are moving away from
greedy consumerism and turning toward simplicity, better quality, and uniqueness. They
seek authentic, diverse products and experiences that allow them to express their
individuality. This group of consumers is not indifferent to animal welfare and the state
of the natural environment. These are consumers who do not have to have everything.
They say "less is more", turning FOMO (fear of missing out) into JOMO.
The last three consumer trends mentioned by A. Angus and G. Westbrook are I can
look after myself, loner living and we are ageless. The health reimagined megatrend is
the foundation of their development. The boundaries of old age are constantly shifting.
People live longer, care about their health, appearance and well-being. They continue to
develop themselves even when they are 70 years old. Consumers following the 'I can
look after myself' trend are focused on the prevention of diseases, obesity and everyday
stress, shifting the boundary of old age further and further. These consumers use the
advice of specialists in physical and mental health, applications that show them a healthy
diet and products prepared especially for them. They want to feel special and self-
26 B. Mróz: Konsument …, op. cit., p. 163.
139
sufficient. These consumers often also consciously reject marriage and even intercourse.
They redefine lonely life into a lonely life that has been chosen. Reaching the age of 50+
years, they want to continue to enjoy the same things as their younger friends from the Z
generation. They want products that will help them to keep their youthful body and
spirit. They are often obsessed with new technologies, following the latest apps and
smart devices. They do not think "we are old" about themselves, they think "we are
ageless", "we are forever young!".
Connecting the megatrends and consumer trends which have been presented to the food
and drink market, of which the coffee market is a part, attention should be paid primarily
to six trends introduced by Döhler Market Intelligence (Table 1). The first of these is the
naturalness and sustainability trend, which results from the development of health
reimagined and resourceful planet megatrends and the related consumer trends. A
growing need to return to what is natural and simple has been noticeable on the food and
beverage market for a long time. Consumers expect full transparency of what they are
being offered for consumption. They appreciate products based on the clean & clear
label formula, which means that the list of ingredients of products should be getting
shorter and the information should be given in the most transparent way possible27. A
contemporary consumer is an inquiring person who asks about the origin of the
purchased product, its composition, production methods and, finally, the social
responsibility of the producer28.
There are also more and more consumers who treat food as a long-term investment
in health and a youthful appearance. Nowadays, in almost every category of the food
industry, new products can be found whose creators have focused on strengthening
health-promoting properties. Therefore, the second trend which will have a strong
impact on consumer behaviour on the food and beverage market, is the health and
nutrition trend. Consumers expect food producers to implement the free from formula,
i.e. elimination of unwanted ingredients from the recipe, such as sugar, gluten or lactose,
or the addition of commonly expected ingredients such as vitamins, minerals, protein,
plant extracts and superfoods.
The next indicated trend is the experience multisensory trend, having its genesis in
the digital future megatrend. Consumers will increasingly pay attention to the special
role of the sense of taste, smell or sight in the perception of the sensory quality of food
products. Consumers want to experience food products with all their senses. Producers
of food and drinks should look for innovation not only in terms of flavour, but also in the
area of the product formula itself. Multisensory experiences cannot be achieved with one
component. It is a combination of aroma, colour and texture. Consumers expect new
products that use the combinations of various textures of ingredients, e.g. crunchy with
creamy, or crunchy with liquidy.
Digitalisation also has a direct effect on the development of the food and drink
market. In the era of the growing popularity of social media, the consumer co-creates the
brand, which is why producers and sellers must skillfully use the available digital tools
27 E. Dimara, D. Skuras: Consumer demand for informative labeling of quality food and drink products:
a European Union case study, Journal of Consumer Marketing 22(2)/2005, p.90-100,
https://doi.org/10.1108/07363760510589253.
28 E. Papista, P. Chrysochou, A. Krystallis, S. Dimitriadis: Types of value and cost in consumer – green brands
relationship and loyalty behaviour. Journal Consumer Behaviour 17/2018, p.101–113.
140
in order to build and strengthen relationships with consumers. Consumers are becoming
more and more comfort-loving and more focused on themselves and their needs. This
situation is reflected in the last two trends - convenience and individualisation, whose
beginnings can be found in the health reimagined megatrend and the I can look after
myself, conscious consumers and I want it now! consumer trends. The contemporary
consumer expects a convenient offer in the form of products fast and easy to prepare,
and at the same time healthy, unique and tailored to individual needs. Mass production is
losing interest. Today, everyone can easily find the "tailor-made", unique offer. What the
consumer is looking for reflects his/her personality and lifestyle. Therefore, it should not
be surprising that there will be an avalanche increase in consumer interest in craft beer or
various craft products.
Consumers following the trends presented can also be seen on the coffee market.
Consumers expect coffee that is easy to prepare, even ready for immediate consumption,
high quality and yet affordable. Coffee which will stimulate you, but also improve the
time spent at work or with friends. Coffee which entertains with its unusual
combinations and intrigues with its original technological solutions29. Finally, coffee
which improves the health condition of the person, and whose whole process of
production and preparation takes place in accordance with the principles of sustainable
development30. The actions of coffee producers and sellers responding to these
expectations take the form of product trends.
The first thing to mention here is the very dynamic development of craft coffee and
ready to drink coffee (RTD coffee) (Table 1.) Big coffee makers, but also chain coffee
shops, invest in very good quality "craft" coffee. Their goal is to reach the more
snobbish younger generation Y, who wants to stand out from other consumers
(individualisation). According to J. Forsyth, craft coffees are currently enjoying the
largest sales in the USA, but within the next few years this trend will spread all over the
world. The RTD coffee trend meets the consumer trends such as convenience and
multisensory experience, and even the health and nutrition trend. Coffee is becoming
sparkling and fruity, coffee is filled with soluble grains, coffee is made with brain octane
oil and butter from grass-fed cows, free from toxins. The RTD coffee trend coincides
with the "The ice age is coming" trend.
Research by the Mintel Group proves that global investments in chilled coffee
ready for consumption has recorded annual increases. Coffee producers want to reach
younger consumers who like the taste, refreshment and pleasure of this version of coffee.
Cold-brewed coffee helps to give the premium status to the ready-to-eat category, which
is quickly growing. The premium status is also important for people who follow the
"convenient formats go premium" trend. Consumers of coffee want convenience, but at
the same time require good quality. These expectations create the possibility of giving
premium status to such concepts as instant coffee, coffee capsules and ready-to-consume
drinks.
29 S. Mokrysz: Consumer preferences and behaviour on the coffee market in Poland. Forum Scientiae
Oeconomia, 4(4)/2016, p. 98-106; G. Maciejewski, S. Mokrysz, Ł. Wróblewski: Preferencje konsumentów
wobec marek kaw dostępnych na polskim rynku – analiza porównawcza, Marketing i Rynek 4/2018, pp. 35-38.
30 G. Maciejewski, S. Mokrysz, Ł. Wróblewski: Segmentation of coffee consumers using sustainable values:
Cluster analysis on the polish coffee market. Sustainability 11(3, 613)/2019, pp. 11-16; https://doi.org/
10.3390/su1103 0613.
141
On the other hand, for coffee consumers who want a change, to have fun and new
experiences, coffee makers propose co-branding to dial up indulgence. An example of
this is the latte macchiato with a cream liqueur flavour of Tassimo and Bailey's. This
product combines the taste of espresso, non-alcoholic cream liqueur and creamy foam.
More and more consumers are paying attention to health issues and are increasingly
looking for coffee that provides health benefits31. This situation creates the possibility of
developing the super coffee trend. For consumers following this trend, organic coffees,
caffeine-free coffees, as well as coffee with health-enhancing additives such as proteins,
vitamins, chia seeds and coconut oil are being developed32. According to research by the
Mintel Group, this trend is expected to spread rapidly over the next two years.
Consumer trends of digitalisation, convenience and I want it now! Are converging
into the response in the form of "The world of smart vending machines" trend. Over the
next five years, it will become the norm to order coffee from vending machines equipped
with the "face recognition" function, which can personalise orders. Robots will also
replace baristas, all to improve cohesion, reduce costs and shorten waiting times.
The situation on the coffee market is very dynamic and just as some trends will
spread, others will weaken or migrate. An example of a migrating trend is coffee
capsules (single-serve coffee). The market in the US and western European countries has
already been saturated with this type of coffee, but over the next years it has a good
chance of spreading to Asia, in particular in China and South Korea.
Conclusion
Consumer behaviour, in addition to internal determinants, is influenced by numerous
external determinants, including megatrends, consumer trends and product trends. The
latter ones are the producers' and sellers' response to the changing needs and preferences
of consumers. The situation is not different in the coffee market, which is part of a larger
food and drink market. Analysing the collected source materials, it can be assumed that,
among consumer trends, the ones with the most impact on consumer behaviour on the
coffee market will be naturalness and sustainability, health and nutrition as well as
multisensory experience and convenience. Digitalisation and individualisation will also
be important.
Coffee producers and sellers who want to maintain or strengthen their competitive
advantage have to meet these trends – what is more, they have to become active market
creators themselves. The response of the supply side to the reported consumer needs will
include the development of craft coffees, ready-to-consume hot and cold brewed coffees,
coffees that are convenient to prepare and at the same time have a high quality, coffees
that improve the health condition of a person, surprise us with new flavours and
ingredients used. These trends will gain strength in the near future, i.e. 2021-2024.
31 W.S. Sepúlveda, L. Chekmam, M.T. Maza, N.O. Mancilla: Consumers’ preference for the origin and quality
attributes associated with production of specialty coffees: Results from a cross-cultural study. Food Research
International 89/2016, p. 997–1003.
32 V. Kumar, J. Kaur, A. Panghal, S. Kaur, V. Handa: Caffeine: a boon or bane. Nutrition & Food Science
48(1)/2018, p.61-75, https://doi.org/10.1108/NFS-05-2017-0100.
142
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Nowe trendy w konsumpcji na rynku kawy
Streszczenie
Celem artykułu jest przybliżenie trendów w konsumpcji, które oddziaływają obecnie lub będą
oddziaływać w perspektywie 2-5 lat na zachowania konsumentów kawy. Artykuł ma charakter
teoretycznych rozważań wspartych analizą materiałów źródłowych. Przedstawione w nim zostały
główne megatrendy, trendy konsumenckie oraz trendy produktowe obserwowane na rynku kawy.
Opisano w nim także relacje zachodzące między wymienionymi zjawiskami a zachowaniami
konsumentów. Przeprowadzona analiza zgromadzonych danych pozwoliła stwierdzić, że główne
trendy determinujące zachowania konsumentów to naturalność i zrównoważony rozwój, zdrowie i
zdrowe odżywianie, wielozmysłowe doświadczenia, wygoda, digitalizacja oraz indywidualizacja.
Producenci i sprzedawcy kawy wychodząc naprzeciw tym trendom, będą również chcieli sami
uzyskać wpływ na wybory i preferencje konsumentów kawy wspierając i rozwijając takie trendy
produktowe jak: czas kawy rzemieślniczej, epoka lodowcowa – kawy parzone na zimno, kawy
gotowe do spożycia, łączenie marek dla większej przyjemności, kawa wygodna w formacie
premium, czas super kawy czy świat inteligentnych automatów.
Słowa kluczowe: megatrendy, trendy konsumenckie, trendy na rynku żywności i napojów, trendy
produktowe, rynek kawy.
JEL Codes: D12, E21, M30
144
Information about authors:
Dr hab. Grzegorz Maciejewski, prof. UE
University of Economics in Katowice
Faculty of Economics. Department of Markets and Consumption
ul. 1-go maja 50
40-287 Katowice
e-mail: grzegorz.maciejewski@ue.katowice.pl
ORCID 0000-0002-1318-0747
Mgr Sylwia Mokrysz
Mokate SA
ul. Katowicka 265 a
43-450 Ustroń
e-mail: sylwiamo@gmail.com
