BREW­ING UP A STORM

Ev­ery pass­ing year brings a wealth of dis­cov­er­ies on the hot bev­er­age front and, while some nov­el­ties will make more waves than oth­ers, you can bet that the hits will keep on com­ing

Hospitality News Middle East - - SPECIAL REPORT -

This year was no dif­fer­ent, es­pe­cially for the cof­fee in­dus­try, which global ex­perts be­lieve is grad­u­ally ma­tur­ing into a fifth wave. The first of four pil­lars to con­sider is the shift away from a ‘sci­ence-cen­tric’ ap­proach to one that places equal em­pha­sis on the ac­tual busi­ness model it­self, in light of ris­ing con­cerns about sup­ply and de­mand. This, in turn, is driv­ing both the grow­ers and ma­jor brands to re­think their ap­proach.

Another is­sue re­lates to the adop­tion of a more holis­tic ap­proach in which the in-house roast­ing el­e­ment is em­ployed to cre­ate a smart bou­tique feel, de­liv­er­ing a cus­tom­tai­lored, ar­ti­sanal ser­vice on a model of scale. This will re­quire the in­di­vid­u­als op­er­at­ing within the HORECA in­dus­try to ac­quire a spe­cial set of skills, a trend known as hy­per­spe­cial­iza­tion, which, in the years to come, will fuel the sec­tor and drive it for­ward. Fi­nally, as con­sumers’ ex­pec­ta­tions rise, get­ting ‘just the right’ cup of cof­fee, will no longer suf­fice. As ‘ex­act­ing’ stan­dards be­come the norm, in­creased in­vest­ment in new tech­nolo­gies will hit new highs.

Once all of these el­e­ments fall in sync, the re­sults will yield a highly-fo­cused and more ef­fi­cient busi­ness model, fu­eled by a col­lec­tively sin­cere pas­sion for the craft. This will lead to the de­liv­ery of orig­i­nal con­cepts that are sure to hit the right note with con­sumers, es­pe­cially among mil­len­ni­als who will soon be­come this sec­tor’s largest mar­ket seg­ment.

Rid­ing the cof­fee wave

Ac­cord­ing to the Global Cof­fee Plat­form Or­ga­ni­za­tion’s an­nual re­port for 2016, de­mand for cof­fee will out­strip sup­ply at cur­rent rates by 2030. This is partly due to the fact that con­sump­tion has dou­bled in the last 35 years, from 4.9 bil­lion kilo­grams to 9.5 bil­lion in 2016. As a re­sult, the es­ti­mated value of the global in­dus­try has risen to more than USD 100 bil­lion, with 120 mil­lion peo­ple work­ing in the cof­fee seg­ment.

This rise in de­mand, is fu­eled by an in­crease in con­sump­tion by drinkers aged 19-24, bet­ter known as mil­len­ni­als, mar­ket re­search com­pany Mor­dor In­tel­li­gence con­cluded in its Global Cof­fee Mar­ket Fore­cast 2017-2022 study.

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