Coffee perking up in latte latitudes?

While industry and consumers may be firmly in the grip of ‘third wave coffee’ — the first and second being the growth in coffee drinking and the spread of multinational coffee chains — because of the lure of sustainably produced, artisanal coffee, bean counters don’t seem too perked up about future prospects.

In fact, a definite dip in the spread of coffee outlets is being forecast, with huge markets like the US and UK predicted to see a saturation of such stores soon. The only hot-seller, paradoxically, appears to be cold coffee, which is apparently making waves — perhaps the fourth one? — in traditionally latte latitudes with sales up some 30%. It seems younger consumers see it as a healthier alternative to carbonated beverages and cheaper than specialty coffees at stores.

Is it any wonder that supermarkets abroad are stocking up on canned frappés, iced mochas and “cold brew” — obtained by steeping coffee grinds in cold water — which saw a 460% growth since 2015!

It does not need a coffee cup reader to divine that the industry needs to wake up and smell the you-know-what. Is it surprising then that studies are now popping up in the west, declaring that coffee is good for health — up to three cups daily to be precise? Whether this is all a mug’s game, of course, is not clear, but it may keep many coffee pots boiling longer.