For many working Americans, coffee fuels productivity during the day. It’s there during meetings and work shifts, it helps create meaningful connection points between coworkers throughout the day, and it delivers an indulgent pick-me-up that enhances a good day—or can make a bad day a little bit better.
But coffee isn’t just a beverage. It’s something people build into their identities, lifestyles, and daily habits. As consumption grows and trends evolve through time, it impacts what people expect from their coffee.
Read on to see the top three trends to be aware of and some tips for serving coffee to your workforce.
Trend 1: The Consumer Landscape Is Changing
The first thing to know is that the workforce is becoming increasingly diverse. Gen Z is the most racially diverse generation in the United States. They’re the last generation in which the majority identifies as non-Hispanic White (52 percent)1 and, by 2040, 40 percent of the US population is projected to be non-white.2 Moreover, Gen Z tends to value individuality and personalized experiences. As more Gen Zers reach adulthood and demographics in the workplace shift, these changes play a part in coffee consumption behavior and what people expect from their daily cup of joe.
Which relates to the next trend…
Trend 2: The Rise of Specialty Coffee
Coffee preferences are as diverse as the population. Many people are looking for drinks beyond traditionally brewed coffee and reaching for trendier options like cold brew, espresso-based drinks, and flavored coffees. Demand for specialty beverages is influenced by limited-time-only drinks and seasonal flavors—a notable example is the pumpkin spice latte craze that happens every fall. People are also more apt to create their own specialty drinks made with specific kinds of coffee or espresso, milk, sweeteners, and flavored syrups for a customed blend that considers the individual’s dietary needs and tastes.
Meanwhile, preference for drinking black coffee continues to see a steady decline. Nowadays, 77 percent of coffee drinkers lighten their coffee, 49 percent sweeten it, and the use of toppings is on the rise.3
Trend 3: Consumption of Decaf Is Going Up
Overall coffee consumption continues to rise—including the consumption of decaf coffee. Right now, 71 percent of coffee households purchase both caffeine and decaf options. In fact, claimed consumption of hot decaf ground coffee is up three points in 2024.4
While people are pouring decaf throughout the day, it’s especially true for their afternoon cups. This trend can be attributed to caffeine consciousness in consumers of younger generations.5 One in four Gen Z coffee consumers is concerned about caffeine and mental health, leading them to make selective choices about what they drink and where they go to purchase coffee.6 Nineteen percent of consumers say decaf coffee or tea options are important when choosing a foodservice location.7
Making Coffee for a Crowd
It’s clear that things are changing. So, what should you do about it?
Here are some tips:
- Offer hot coffee in the morning and consider having an option for a cold or specialty drink in the afternoon.
- Make sure you have both caffeinated coffee and a decaf option available throughout the day.
- Supply specialty accommodations, including milk, cream, and non-dairy options along with several types of sweeteners or flavored syrups.
- Study the trends in your office or send out a preference survey to gather feedback on what your employees need for the perfect cup of coffee.
If you’re providing coffee for an office with more than 10 people, there are a couple of methods that make it quicker and easier to provide a consistent, high-quality brew that people will enjoy drinking all day long.
- Frac Packs: Skip measuring and don’t worry about ratios. Frac packs, short for fractional packs, come pre-measured—usually in a simple pouch—and brew a consistent pot of coffee. Just pour into the filter and brew.
- Filter Packs: Filter packs come with a pre-measured amount of coffee that’s sealed within a filter bag. Just drop one into the coffee maker to brew and then throw the whole thing away with no mess afterwards.
Picking Out the Coffee & Sweetener That’s Right for Your Office
Ready to upgrade your coffee bar selection? The popular brands below can help elevate your offering with a variety of roasts, formats, and sweetener options, so your employees can craft the perfect cup for their tastes—keeping them happy and productive throughout the day.
Folgers®
As America’s go-to for the daily grind, there’s a Folgers blend and format for every palate. That’s why it’s the most reached-for cup with 35 million yearly drinkers.8
Café Bustelo®
The #1 espresso brand in the U.S., Café Bustelo delivers a unique Latin coffee experience with rich, full-bodied flavor and a vibrant spirit that draws coffee lovers in.
1850®
Inspired by rich heritage and craftmanship, 1850 coffee delivers a bold, smooth lineup of premium arabica coffee. And at least 50 percent of the coffee beans are Rainforest Alliance Certified®, which means sustainable and responsible sourcing that your employees will appreciate.
Sugar In The Raw®
Craving that classic sweet taste? Sugar In The Raw delivers deliciously. It’s a pure cane sugar with large crystals, rich molasses flavor, and a golden hue—plus, it’s a distinctive and on-trend, natural sweetener. It’s also gluten-free, kosher, vegan-certified, and non-GMO Project® Verified®.
Stevia In The Raw®
For an option that provides sweetness with sugar, look no further than Stevia In The Raw. Extracted from the leaves of the stevia plant, it offers a naturally sweet flavor without any artificial colors, flavors, preservatives, or sugar alcohols. It’s also gluten-free, kosher, and vegan-certified.
Sweet’N Low®
The original zero-calorie sweetener, Sweet’N Low dissolves quickly in hot or cold beverages and adds guilt-free sweetness to coffee. Plus, it’s gluten-free, kosher, and vegan-certified, and it meets lower-calorie dietary needs.
We Can Help
Get in touch with your local SPR sales representative for help selecting the ideal coffee and sweeteners for your needs.
- Census Bureau 2022. ↩︎
- OmniGrowth Category Playbook Circana 9.12.24. ↩︎
- Habits & Practices 2024. ↩︎
- Kantar Profiles/Mintel May 2024 vs 2023. ↩︎
- Coffee H&P 2024. ↩︎
- Mintel Coffee and RTD Coffee 2024. ↩︎
- Mintel Foodservice Coffee and Tea 2024. ↩︎
- Estimated yearly coffee drinkers based on sales, IRI National Consumer Panel. L52 w.e. July 11th 2021. ↩︎
This content was provided by The J.M. Smucker Company.
