Research from the global media intelligence company Mintel shows that in the long term, coffee consumption may decline – at least in the developed world.
According to Mintel's research, while 40 percent of 18-to-24-year-olds think that coffee improves their cognitive function, only about a quarter drink it every day.
Demand is strongest among those over 45, and the fastest-growing demographic by consumption are those over 55.
Another shift may be driven by the prevalence of cafes like Starbucks, which offer elaborate beverages with less emphasis on coffee itself. Forty percent of the 18-to-24 demographic prefer sweetened coffee drinks, compared to less than a quarter of those between 45 and 54.
"Offering products that are similar to those found in popular cafes, but can easily be prepared at home or at the office could prove successful with 18-24-year-old reluctant drinkers," said Bill Patterson, a senior Mintel analyst. "Among young adults in particular, understanding the choice between energy drinks and coffee needs significant marketing focus. If coffee companies can't convert these younger drinkers to everyday users, long-term growth may suffer."
Still, falling consumption in America and the developed world may be more than compensated for by growing middle classes in the emerging world, whose demand for coffee is growing, not slackening.
On the IntercontinentalExchange, arabica "C" coffee futures rose 4 percent to 185.8 cents per pound.
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