inewtrition – Food Product Development Company


Brewing New Traditions: Designing Next-Gen Coffee Rituals and Brands

Friday, 19th April 2024

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We are currently riding the “5th Wave” in the evolution of the coffee market. The concept of Waves, developed by Allegra Strategies/World Coffee Portal, highlights how the coffee industry has developed from a commodity-focused approach (1st Wave) to early lifestyle brands to increasingly refined aspects to enhance what consumers get out of the drink. This transformation of coffee from a plain old hot drink to wake you up to one of the most innovative lifestyle beverages means that coffee businesses need to keep evolving to stay relevant to the ever-changing needs of consumers today.

Creating aspirational rituals for a new consumer

The 5th Wave is characterised by how coffee businesses, young and old, are striving to create engaging and aspirational experiences for today’s connected consumer. The growing aspirations for coffee aren’t just limited to well-established markets. Countries where there hasn’t traditionally been a strong or historical coffee culture have started to leapfrog the traditional Waves of evolution and are creating their own coffee-drinking rituals.

These “new retail” coffee chains have in common their target audience: Gen Z and Millennial consumers who are open to new ways of drinking coffee and caffeinated drinks, are tech and social media savvy, and are eager to experience unique flavours and unorthodox ingredients.

Creating new coffee rituals needs to address different consumptions, usage, occasions, segments, and target audiences. Coffee is also an interesting category in the sense of formulation. And it is the combination of all of these factors that brands can leverage to enhance the consumer experience, and also to really differentiate themselves.

These attitudes with respect to coffee means that the market is set to explode even further as new consumers enter the fold. The global coffee market (including at-home and out-of-home consumption) is expected to be worth US$132.13 billion in 2024 and US$166.39 billion by 2029, growing at a CAGR of 4.72% during this period. Coffee will continue its dominance as new consumers fit the drink into their different needs and occasions. It has even smitten tea-guzzling countries around the world, thanks to the growing café culture and the beverage’s appeal with young adult consumers. Its trendy, aspirational quality and versatility to blend well with a slew of flavours and plant-based milks has helped it along.

Neo-futurism of coffee culture

The impact of the 5th Wave is also seen in how coffee culture is increasingly shifting focus to bringing together immersive experiences, futuristic aesthetics, and innovative design principles, taking inspiration from the avant-garde Neo-Futurism Movement that emerged in the late 20th century.

In the context of the coffee experience, our experts will explore how neo-futurism is starting to have a profound influence in reimagining and redefining traditional coffee rituals to create unique experiences for coffee enthusiasts. It’s taking coffee from a pure consumption experience to a multisensorial journey that spans from the design of coffee shops to the preparation and presentation of coffee.

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Meet the speakers

Raphelle O Connor

Dr. Raphaëlle O’Connor

Founder & CEO of inewtrition and an expert in product development, dealing specifically with functional nutrition and consumer health and wellness.

Felipe Cabrera

Felipe Cabrera

Founder & CEO of Ad Astra Coffee Consulting, which provides services on a wide range of topics related to the Chinese coffee market and
F&B industry.

Connect with Raphaëlle with a free, no-obligation call. Book in a 15-minute time to discuss your next project or learn more about the services inewtrition offer.

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