The specialty coffee industry is standing at a crucial turning point. Interest in high-quality, single origin lots is still rising, but so is the demand for diverse, highly customised, and even non-coffee beverages. Chains have built strong brand identities around matcha and limited-time offerings, achieving triple-digit sales growth as a result. This reflects a clear shift: the specialty coffee market is diversifying as consumer expectations fragment and evolve.
Today, roasters are asking whether they should stay focused on traditional specialty coffee values or blend those with new consumer preferences. Whichever path they choose, maintaining quality, brand consistency, and authenticity remains non-negotiable.
The shifting face of specialty coffee demand
Globally, coffee consumption is rising, but what consumers want from their coffee is changing fast. While traditional specialty coffee drinkers still seek single origin lots and unique processing methods, a growing share of consumers prefer personalised, experience-driven drinks.
In many cafés, coffee has become one ingredient among many. Matcha, chocolate, and functional beverage add-ons are capturing more attention and wallet share. Brands have capitalised on this trend by designing menus that combine visual appeal, customisation, and limited-edition launches that resonate with younger audiences.
In June 2025, the National Coffee Association (NCA) reported that specialty coffee consumption in the United States had reached a 14-year high. According to the NCA, 46% of adults in the US drank a specialty coffee in the past day — an 84% increase since 2011. This surpassed the 42% who reported drinking traditional coffee that same day. The milestone highlights how specialty coffee has become the dominant daily choice, particularly among younger consumers: more than half of those aged 25 to 39 now choose specialty-grade beans.
The growth is not confined to traditional markets. By 2030, India’s coffee market is expected to double in value, with specialty coffee contributing nearly 18% of this expansion — an impressive shift in a country long defined by its tea culture.
The rise of non-coffee and iced alternatives
While the appetite for high-quality coffee remains strong, global trends show a sharp rise in customised iced drinks and non-coffee alternatives. In 2025, Nero recorded its highest-ever first-quarter revenue of £166 million, up 9% year on year, largely thanks to a 49% jump in iced beverage sales. The chain sold more than 1.3 million matcha drinks in the first quarter of 2025 alone.
Blank Street, a key disruptor in the US market, has also turned matcha into a major growth driver. Flavoured iced matcha drinks now account for half of its US beverage sales. Similarly, UK-based Knoops has built its brand around premium drinking chocolate, offering over 20 chocolate varieties and numerous customisable add-ons.
According to market data, the specialty drinking chocolate segment is projected to reach nearly US$5 billion in value by the end of 2025. By merging the craftsmanship of specialty chocolate with the experiential side of modern beverage culture, Knoops has expanded internationally, opening stores in Dubai and the United States.
This “cold and custom” beverage movement is largely generational. For many younger consumers, iced coffee is the norm, not the exception. The NCA’s 2025 Spring report found that Gen Z Americans drink iced coffee as frequently as hot coffee — a rate far higher than older age groups.
Guzel, founder and CEO of The Barista Lab in Geneva, Switzerland, explains: “Consumers want personalised, meaningful, and shareable experiences. Coffee has evolved from a daily habit into a form of self-expression, wellness, and lifestyle.”
She adds, “Post-pandemic, people view coffee as self-care and ritual. The wellness movement has normalised functional drinks, while social media has turned coffee into a shareable experience. Technology now allows personalisation at scale, which shapes how cafés and roasters operate.”
A split specialty coffee market
The changes in consumer behaviour are emerging amid a volatile economic backdrop. Green coffee prices have stayed high and unpredictable since April 2024, reaching record levels in February 2025. Inflation has also squeezed consumers, limiting growth despite rising prices.
Guzel describes the market split this way: “Coffee is either becoming an occasional luxury — a slow, refined ritual — or a functional base for lifestyle drinks customised with flavours and add-ons. These two behaviors coexist but require different approaches. For us, it’s about delivering quality experiences for those who value craft and care. Fewer coffees, but more meaningful ones.”
For specialty coffee roasters and cafés, this poses a dilemma: how to maintain integrity and focus while appealing to a broader, trend-sensitive audience. Pure coffee experiences — espresso, pour over, cupping — remain vital, but they now share the spotlight with experiential beverages.
Interestingly, iced and non-coffee drinks also provide financial advantages. They offer higher margins, thanks to premium add-ons like cold foam, plant milks, or syrups, and reduce exposure to coffee price volatility. This diversification helps cafés stay profitable even during spikes in green coffee costs.
“Offering distinctive beverage experiences through exclusive seasonal menus is a proven way to attract repeat customers,” says Morgan Eckroth, content marketing specialist at Onyx Coffee Lab in Arkansas, USA. “These drinks drive engagement and give cafés creative flexibility without sacrificing core quality.”
Preserving specialty coffee’s identity
While customised drinks dominate social media and sales charts, many industry leaders believe that specialty coffee must continue to celebrate origin, quality, and craftsmanship.
Morgan adds: “Signature or customised drinks should be intentional in how they highlight coffee. The goal isn’t to hide coffee but to transform it alongside complementary ingredients. Every beverage should tell a flavour story — texture, aroma, and the specific coffee variety that best fits the concept.”
Others, like Francisco from Nomad Coffee in Barcelona, advocate for staying focused on the fundamentals. “We’ve noticed growing interest in exceptional single origins. At our cafés, we don’t offer mixed coffee drinks. Customers appreciate purity, clarity, and craftsmanship. That’s what specialty coffee represents.”
He concludes, “Each roaster should follow their own values. Buy, roast, and serve what you genuinely love. The market is wide enough to embrace multiple interpretations of what specialty coffee can be.”
Between trends and tradition
Trends have always influenced the coffee sector, but the rise of social media and economic pressure has accelerated that process. Consumers now expect value, authenticity, and novelty — all at once.
Morgan observes that signature drinks can act as bridges, not replacements: “A well-crafted beverage can be seen as a small luxury — a treat. Pour overs can offer the same experience, but it takes more education and storytelling to communicate their value.”
At the same time, creative service formats like omakase-style coffee experiences are helping roasters renew interest in high-end offerings. By guiding guests through curated tasting flights, these cafés merge craftsmanship with theatre, offering memorable experiences without compromising coffee quality.
In the end, diversification reflects vitality, not dilution. While younger generations gravitate toward vibrant, shareable drinks, a strong community still values the ritual of black coffee, the transparency of sourcing, and the craftsmanship of roasting.
Francisco summarises it best: “When customers taste something truly special — and know who grew it, where it came from, and how it was processed — they connect on a deeper level. That connection is the heart of specialty coffee.”
The path forward for specialty coffee roasters
Trends like iced matcha or functional cold brews will continue to shape the market. Yet, constant imitation of fast-moving trends can erode authenticity. Specialty coffee roasters must strike a balance between innovation and identity.
The key is sincerity: whether it’s curating a focused pour over menu, offering creative seasonal drinks, or blending both, each choice should reflect the brand’s story and values.
Specialty coffee has always stood for quality, transparency, and connection. Those principles will remain the compass guiding roasters through the next wave of global change — ensuring that every cup, whether hot or iced, espresso or matcha-inspired, still tells a meaningful story.
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