Specialty Coffee Consumption at a 14-Year High

Specialty Coffee Hits a 14-Year High: What This Means for the Industry and Consumers

Introduction

In 2025, the global coffee landscape is witnessing a remarkable shift. According to the latest National Coffee Data Trends (NCDT) report published by the Specialty Coffee Association (SCA) and the National Coffee Association (NCA), consumption of specialty coffee has reached its highest levels in 14 years. This surge reflects a cultural and economic evolution in how people perceive, purchase, and experience coffee.

But beyond the headlines lies a deeper narrative. What factors are driving this growth? How does it reshape the future of cafés, roasters, farmers, and everyday drinkers? And what challenges does the industry face in sustaining this momentum?

1.

The Numbers Behind the Surge

The NCDT report highlights that specialty coffee now accounts for over 60% of daily coffee consumption among younger demographics (ages 18–39). For the first time, specialty coffee consumption has surpassed traditional “non-specialty” coffee in several major markets, including the United States, Australia, and parts of Europe.

Key findings include:

• 14-year peak in specialty consumption.

• Medium roast is now the most popular roast preference, overtaking dark roasts.

• Consumers increasingly purchase coffee outside the home — cafés, restaurants, and specialty shops.

This data suggests not just a fad, but a long-term shift in consumer behavior, aligning with broader trends in health, sustainability, and lifestyle branding.

2.

Why Specialty Coffee Is Thriving

The growth of specialty coffee is not accidental; it’s the result of several intersecting factors:

• Health Perception: Coffee is no longer seen as a guilty pleasure. The FDA and global health organizations have increasingly recognized moderate coffee consumption as beneficial — reducing risks of heart disease and diabetes.

• Experience-Driven Culture: Consumers, particularly Gen Z and millennials, crave experiences over commodities. A cup of specialty coffee is not just caffeine — it’s a story, an Instagrammable moment, a ritual.

• Transparency & Traceability: Younger drinkers want to know where their coffee comes from, who farmed it, and how sustainable the process is. Specialty coffee offers this narrative.

• Third and Fourth Wave Movements: From latte art competitions to experimental fermentations, specialty coffee has become part of a cultural identity.

3.

The Role of Medium Roast: A Shift in Taste

For decades, dark roast was synonymous with “strong” coffee, particularly in the United States. But the new report shows a steady decline in dark roast preference (from 44% down to 38%), while medium roasts are rising sharply.

Why?

• Medium roasts preserve the coffee’s natural flavors and terroir.

• They reflect a more refined palate that values complexity over bitterness.

• Baristas and roasters have educated consumers about flavor notes — citrus, floral, berry — that simply don’t shine in a dark roast.

This trend is a strong indicator that consumers are becoming more discerning and adventurous.

4.

Challenges Behind the Growth

While the data looks promising, the industry faces real challenges:

• Price Volatility: Climate change, shipping disruptions, and geopolitical instability continue to drive up coffee futures, creating tension between farmers, exporters, and retailers.

• Accessibility: Specialty coffee often comes with a higher price tag. The question remains: how to balance quality with affordability?

• Sustainability Pressure: Consumers want carbon-neutral, ethically sourced beans — but certifications are costly, and not all smallholder farmers can meet the requirements.

5.

The Global Picture

Specialty coffee is no longer a niche product confined to Seattle, Melbourne, or Copenhagen. Its popularity is expanding rapidly in Asia, Latin America, and Africa — often in urban centers where a growing middle class is eager to embrace global café culture.

• China is experiencing exponential growth, with young professionals flocking to boutique coffee shops.

• Brazil and Colombia, historically seen only as producers, are now cultivating domestic specialty coffee scenes.

• Middle Eastern countries such as Saudi Arabia and the UAE are pouring investment into high-end cafés and roasteries.

6.

Voices from the Industry

To understand the meaning behind the numbers, we spoke with several industry professionals:

• Maria Santos, Coffee Farmer in Brazil: “Specialty coffee gives us hope. The higher prices allow us to invest in better equipment and treat workers fairly. But climate unpredictability keeps us on edge.”

• James Lee, Roaster in Melbourne: “Consumers are asking about processing methods like natural fermentation or anaerobic. They want to explore, and that curiosity is great for us.”

• Sarah Kim, Barista in New York: “Medium roast sales are up. Customers want to taste the fruitiness of Ethiopian beans, not just bitterness. That’s a big shift.”

7.

Looking Ahead

If the trajectory continues, specialty coffee will no longer be the “alternative” — it will be the mainstream. However, to sustain growth, the industry must:

• Invest in climate resilience.

• Keep educating consumers about value beyond price.

• Balance artisanal integrity with scalability.

Conclusion

The 2025 NCDT report confirms what many coffee lovers already know: specialty coffee is not just a trend — it’s the future. As consumption reaches record highs, the industry must embrace both the opportunities and challenges of a rapidly evolving landscape.

In short, specialty coffee is no longer “special” — it’s becoming the new normal.