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BEVERAGE

From brew to bite: Rising trend of coffee flavours
Saturday, 27 January, 2024, 14 : 00 PM [IST]
Keerthy Pathur
India, the land of rich tea-drinking culture, is slowly brewing its trend to a different beverage. Coffee, the not-so-new yet oh-so-good flavour, has emerged as a friendly rival to the beloved cup of tea. With the ever-changing trends and products, coffee has taken various states to mark a flavourful impact on the current market trends.According to a report by the Coffee Board of India, coffee consumption has seen an annual growth rate of 5%, with India ranking as the sixth-largest coffee producer in the world.

The growing popularity of coffee not just as a beverage and flavour has seen a significant surge among women in recent years. Take some recent product launches targeting women - mocha flavoured protein powders, espresso flavoured energy bars, coffee flavoured liqueur, they are all making new buzz in town! Why this new interest in coffee flavours, especially among women? A survey by leading coffee brands revealed that women account to more than 60% of their customers and are growing. This trend can be attributed to the changing lifestyles of modern, career-oriented women who prefer quick and convenient options, such as coffee-to-go. Moreover, the growing number of coffee shops and cafes in India, along with increasing exposure to international trends, has turned coffee into more than just a beverage. It has become a social and cultural phenomenon,with cafes and coffee shops serving as gathering spots for friends, colleagues, and even business meetings. The trend has become especially prevalent in urban areas,where the 'coffee culture' has become a way of life. Women today associate coffee as a symbol of ‘confidence,’ ‘social justice’ and ‘sense of being in a community.’

The gender pattern of coffee consumption in India has seen a significant shift over the last few years,with women accounting for a significant portion of coffee consumers. Women are increasingly asserting themselves in the workforce and society, and the rise of coffee culture is a reflection of this changing trend and is a testament to the changing cultural and social landscape of the country. Coffee is now a catalyst for bonding, a common phenomenon in many cities. In cities like Mumbai, Bengaluru, Delhi and Hyderabad, coffee shops have become a favourite hangout spot for women.

Recent consumer studies reveal, coffee flavoured food and beverages have grown to become a new pick among consumers as a whole. The Indian market has seen a surge in coffee-flavoured products catering to the preferences of millennial and Gen Z demographics, ranging from cookies, chocolates, ice creams and more. The current trend of coffee flavours is not just limited to beverages alone! From coffee flavoured crackers to coffee filled cookies and coffee-flavoured ice creams, Indian F&B market is waking up to a coffee revolution.

A recent survey conducted by Packaged Facts shows that younger consumers are driving the trend of incorporating coffee flavours into a variety of products, with 43% of millennials and 37% of Gen Z consumers showing a preference for such flavours. The Asia Pacific region is expected to experience significant growth in the coffee flavours market due to the rising popularity of coffee culture and increasing disposable income levels.

The world of coffee has never been more exciting, with an array of flavours and blends to suit every taste preference. Gone are the days when filter coffee, cappuccino, and mocha were the only few popular options available. Today, some of the most popular and innovative variants of coffee flavours like Hazelnut Frappe, Macchiato, Irish Coffee, Affogato and Mochaccino have captured the hearts and tastebuds of coffee enthusiasts around the world.
Coffee is no longer a morning beverage.You can indulge and enjoy the goodness of coffee throughout the day. You can enjoy the rich taste of roasted hazelnuts with Hazelnut frappe ice cream for your cosy Sunday afternoon movie or you could relish your midday sluggishness with a bold,flavourful shot of espresso in your espresso-flavoured energy bar or you could enjoy a sweet boozy coffee flavour of Irish coffee while munching on cinnamon-coffee based crackers at the end of the day.

For those who enjoy a traditional cup of coffee, filter coffee is a classic that never goes out of style. With its aromatic and robust taste, filter coffee is perfect for a lazy Sunday morning or a mid-day pick-me-up. How about a vanilla filter coffee milkshake to take your favourite flavour on the go? If you're feeling adventurous, why not try Irish Coffee cream which brings together a delicious blend of flavours like whiskey, coffee and cream. And if you're looking for a real treat, why not indulge in an Affogato flavoured pudding? This Italian delicacy-inspired flavour is a heavenly combination of rich, creamy gelato and espresso notes, creating an explosion of flavours in your mouth.

Apart from these classic coffee flavours, new fusion variants are also gaining popularity. Fruity berries, choco-orange, vanilla, cardamom, and caramel are some of the fusion variants that can bring in new excitement to products with coffee as the main flavour. These flavours are often paired with coffee to create unique and delicious blends perfect for those who enjoy experimenting with their coffee flavours.

Over the years, coffee has transcended beyond being just a hot beverage. The growing preference for coffee flavours in various products is a trend that has been gaining traction in recent times, and it shows no signs of slowing down. The strong and memorable coffee flavour is incorporated into a variety of products, from cookies to ready-to-drink milkshakes and ice creams to protein powders. The flavoured coffee industry is expected to witness significant growth, and we can anticipate new lines of coffee-flavoured products to be added to existing product lines of FMCG companies, catering to the evolving preferences of coffee lovers worldwide.

(The author is marketing lead, Stonefield Flavours)
 
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