Consumer trends in the world’s most-loved beverage

The future of coffee in the Middle East? HNME looked into the grounds (and spoke to a few experts) and has much to report

Coffee is a booming business in the Middle East. According to the Kipp Report, the Middle East accounted for eight percent of global consumer spending on coffee in 2014, or USD 6.5 billion. The United Arab Emirates leads the charge; its coffee market expected to grow by a whopping thirty-five percent by 2020. Experts reveal what consumers are drinking, and what trends are brewing for the future.

While espresso seems to be exploding onto the scene, the truth is that traditional coffee (called Arabic, Lebanese or Turkish, depending on who’s describing it) remains a stalwart favorite. “Espresso doesn’t cut it,” said Georges Najjar, chief executive officer, Café Najjar, speaking of its impact on the market of traditional coffee. “Espresso is added to your day, but it doesn’t replace Arabic.” Firas Abi Nasr, general manager, Café Abi Nasr, agrees. “Of course espresso coffee and filter coffee markets are rapidly growing, especially in the HORECA [Hospitality/restaurant/café] segment and among younger consumers. But Lebanese coffee has always been the most consumed coffee in Lebanon, especially in the household segment.” Arabic coffee is usually a blend, and Najjar explained that its flavor profile varies according to regional preferences. In Egypt, coffee from Indonesia and India is preferred for the “bed” of the blend; in Saudi Arabia, Ethiopian is preferred; while in Lebanon and Turkey the base is Brazilian.

While traditional coffee may not be losing market shares, market development means that specialty coffee is also making inroads. Robert Jones, managing director, Coffee Planet roastery and outlets reported, “People’s tastes are becoming more and more sophisticated due to an increased knowledge of coffee sourcing techniques, coffee origins and their own personal travel; all of which increase a desire to try new flavor and blend profiles. As such, we have noticed an increased interest in specialty coffee as consumers are acquiring a discerning taste for high-quality coffee. Now coffee drinkers are turning to a more diverse range of blends from the bean belt, such as rich