The Trends Shaping Coffee In 2025 – CoffeeTalk

The coffee sector is experiencing a shift in consumer preferences, with legacy brands like Starbucks facing significant challenges over pricing. However, up-and-coming chains are thriving, as consumers are shifting their spending towards coffee-forward and brunch concepts. Large chains have been shifting their focus from coffee to refreshers, energy drinks, and other beverages, similar to Starbucks CEO Brian Niccol’s diagnosis. Small coffee chains, such as Bluestone Lane, offer a more premium, coffee-centric experience, with over 50 locations across the country.

Small coffee chains have seen visits grow, with much of that growth concentrated in longer 10-plus minute visits, which indicates consumers are looking for something other than speed at many cafes. Breakfast brands are also taking notice of consumer desire for premium coffee and a differentiated experience, as they want their experience to be a standout experience.

The social ritual of coffee shops is an important and enduring part of Bluestone’s appeal, and part of the experience centers around indulgent flavors. The traditional top three coffee flavors are vanilla, mocha, and caramel, but hazelnut and caramel are now in third place. Coffee’s taste can be difficult to blend with new trending global flavors, like Yuzu and Ube, or light flavors like green tea, which have become increasingly popular in the refresher beverage category.

Matcha and cold brew are strong opportunities for coffee shops, as younger consumers who have grown up in a coffee market dominated by cold brew are starting to come of age. There has been some erosion in hot coffee demand in the morning daypart, offset by afternoon demand for cold brew. This could lead to more demand for upscale cold brew items at restaurants in lunch, snack, and even dinner dayparts. Operators could keep up with that demand by ensuring they have the ability to add flavors to cold brew.

The coffee sector is experiencing a shift in consumer preferences, with legacy brands like Starbucks facing challenges and smaller coffee chains focusing on experiential coffee experiences. As consumers seek a different experience, smaller coffee chains are embracing other flavors and drinks that mesh well with their brand, such as matcha and cold brew.

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