• The specialty espresso business is at an inflexion level. Whereas curiosity in high-quality, single origin heaps is steadily rising, so is the demand for various, extremely customised, and even non-coffee drinks.
• Chains like Clean Road are constructing their branding round matcha and limited-time choices, reaching triple-digit gross sales progress consequently.
• It’s clear that the specialty espresso market is diversifying as client calls for evolve and section. Roasters are asking themselves whether or not they want to decide on a definite path or discover methods to mix a wide range of client preferences.
• Whichever course they go in, roasters want to ensure they keep on model and prioritise high quality and consistency.

The specialty espresso business is seeing noticeable splits in client preferences. Whereas some espresso drinkers proceed to demand single origin heaps and distinctive processing strategies, others have change into extra targeted on customisation and experiential drinks. 

In some instances, espresso is solely one ingredient amongst many, or not included in any respect, as matcha and ingesting chocolate acquire recognition. Manufacturers corresponding to Clean Road and Knoops are increasing quickly and reporting document gross sales by tapping into visually interesting drinks and limited-edition drops to attract in youthful customers.

Because the specialty espresso business continues to rework, roasters’ success will rely upon their capability to anticipate and adapt to those cyclical shifts. Balancing the joy of recent tendencies with core high quality can be key to enduring relevance.

I spoke with Francisco Gonzalez at Nomad Espresso, Morgan Eckroth at Onyx Espresso Lab, and Guzel Yildirim from The Barista Lab to be taught extra.

You might also like our article on why espresso high quality is not a differentiator for roasters.

Espresso client preferences are altering significantly

The demand for high-quality espresso continues to develop the world over, with single origin heaps and progressive processing strategies on the forefront.

In June 2025, the Nationwide Espresso Affiliation reported that specialty espresso consumption within the US had reached a 14‑yr excessive. Based on one in all its most up-to-date reviews, 46% of adults within the US reported ingesting a specialty espresso previously day, up 84% since 2011 and surpassing past-day conventional espresso consumption at 42%. This milestone marks a shift led by youthful customers, with greater than half of these aged 25 to 39 now choosing specialty-grade beans.

Demand can be rising in rising, much less mature markets. By 2030, India’s espresso market is forecast to double in worth, with specialty espresso accounting for practically 18% of this progress – a exceptional shift in a traditionally tea-drinking nation.

Concurrently, nevertheless, we’re seeing a noticeable international pattern in the direction of customised, iced drinks (together with non-coffee choices) that point out a shift away from “pure” specialty espresso.

Caffè Nero not too long ago posted document first-quarter revenues of £166 million, up 9% yr on yr, fuelled by a 49% surge in iced beverage gross sales. Matcha has been a key driver within the UK chain’s success; it offered over 1.3 million matcha drinks throughout the first quarter of 2025 alone.

Manufacturers like Clean Road have additionally propelled matcha into the highlight, capitalising on hovering international demand. Flavoured iced matcha drinks, corresponding to Carrot Cake and Banana Bread, now account for 50% of Clean Road’s US gross sales, underscoring their huge recognition. 

UK chain Knoops, in the meantime, has targeted on premium ingesting chocolate, providing greater than 20 chocolate varieties and quite a few add-ons, together with herbs and spices, for each cold and warm drinks. The specialty ingesting chocolate market is a promising guess, because it’s projected to succeed in nearly US$5 billion in worth by 2025. By combining the attraction of premium specialty chocolate with the pattern of customised beverage experiences, Knoops has achieved fast progress, increasing into Dubai and the US.

The chilly, customised drink increase is generational. For a lot of youthful customers, iced espresso is the default, serving as the best vessel for flavoured syrups, chilly foam, sweeteners, and plant milks.

The NCA’s Spring report discovered that Gen Z customers within the US now drink roughly as a lot iced espresso as scorching – considerably greater than every other demographic.

“They need a personalised, significant, and shareable expertise. Espresso has moved from being a routine beverage to a type of self-expression, wellness, and life-style,” says Guzel, the founder and CEO of The Barista Lab, a specialty espresso store in Geneva, Switzerland.

“We’ve seen post-pandemic mindset shifts; espresso is now a second of self-care and ritual,” he provides. “Wellness tradition has additionally gone mainstream, so useful drinks are actually anticipated. The rising affect of social media means espresso has change into a shareable expertise, whereas tech-enabled customisation means infrastructure now permits for scalable personalisation.”

Catering to a break up espresso market

Altering client preferences come at a pivotal second for the espresso business.

Inexperienced espresso costs have remained excessive and unstable since April 2024, reaching a document excessive in February 2025. Inflation has additionally dampened client spending, so rising retail espresso costs have solely slowed progress in lots of instances.

Giants like Costa Espresso, at the moment on sale by Coca-Cola after a disappointing monetary efficiency, have allegedly “misplaced the matcha technology”. This underscores the necessity to cater to various tastes – or threat taking a loss as competitors intensifies.

“We’re seeing a break up the place espresso is both an occasional luxurious – a refined ritual, meant to be savoured and shared – so fewer coffees however higher experiences,” Guzel says. “Or, espresso as an ingredient – a base for wellness and life-style drinks, usually customised with flavours or useful add-ons.

“This twin behaviour reshapes how we serve our viewers,” he provides. “We give attention to delivering significant, high-quality moments for many who worth craft and care. However much less espresso doesn’t should imply much less influence; it simply makes every cup matter extra.”

For a lot of specialty espresso roasters and cafés, balancing high quality and integrity with trend-driven client preferences has change into troublesome, particularly as these preferences shift additional away from “pure” espresso. Excessive-quality espresso, as soon as the main focus of many menus, is changing into only one part amongst many – or not current in any respect in some instances.

Iced espresso and non-coffee drinks permit for greater margins by way of upcharges. As customers more and more go for flavoured syrups, plant milks, and chilly foam, operators can diversify their provide chain and are much less on the mercy of fluctuations in espresso costs and, subsequently, high quality. In at present’s unstable market, that is vastly useful for a lot of espresso companies.

“Offering distinctive beverage experiences and unique menu objects is an achievable approach for many cafés to set their choices aside whereas additionally incentivising prospects to return again repeatedly with signature menu modifications,” says Morgan Eckroth, espresso content material creator and the content material advertising and marketing specialist at specialty espresso roaster Onyx Espresso Lab in Arkansas, US.

Whereas black filter espresso and espresso are timeless classics, trend-driven, customised, and limited-edition drinks are more and more taking centre stage, attracting new audiences.

However for specialty espresso roasters and cafés, this doesn’t should imply compromise.

“Signature or customised drinks must be considerate and intentional in how they characteristic espresso,” Morgan explains. “The objective ought to ever be to cover the presence of espresso, however to rework it alongside fastidiously chosen elements. 

“Manufacturers ought to take into account the flavour story they’re making an attempt to inform with every drink,” they add. “What’s the drink’s flavour profile? The feel? The kind of espresso is greatest suited to it?” 

Some, in the meantime, are selecting a strict give attention to “pure” espresso expression that caters on to their core viewers.

“We’re seeing increasingly more individuals are prepared to pay for distinctive coffees, not for customised drinks,” says Francisco, the top of espresso and co-owner of Nomad Espresso, a specialty espresso roaster in Barcelona, Spain. “We function three espresso retailers the place we don’t supply personalised or blended espresso drinks. There’s a rising appreciation for single origin and high-quality coffees, and that’s what we intention to focus on.

“In the end, each roaster ought to comply with the trail that aligns with their values and style,” he provides. “Purchase, roast, and serve what you genuinely love. There’s sufficient house out there for various interpretations of what espresso could be.”

Sustain with business tendencies or double down on values?

Traits have all the time formed the espresso business. However with the rising prevalence of social media and rising costs creating extra cost-conscious, value-driven customers, it appears their affect on specialty espresso is accelerating.

For some roasters, tapping into them may show profitable. A big a part of the market is prepared to pay more cash for high-quality customised and limited-edition drinks, reasonably than a single origin pour-over.

“Signature drinks usually supply prospects a singular visible and sensory expertise by way of presentation and garnishing, turning them into one thing that may be considered extra as a luxurious and deal with,” Morgan says. “Whereas I absolutely consider that pour overs can and will supply these issues as properly, speaking that to a buyer is loads tougher and requires extra nuance than a theatrical signature beverage.”

Iced, customised drinks may present non permanent aid in a market outlined by sustained excessive costs. Nonetheless, there are nonetheless alternatives for roasters and cafés to strengthen their “pure” espresso choices in additional partaking, interactive ways in which attraction to customers looking for ritual.

“Omakase-style espresso providers permit prospects to have a full vary of espresso experiences in a single sitting, and at this cut-off date, I believe these forms of providers are the most effective instance of uncompromised espresso high quality and signature drinks,” Morgan tells me.

In the end, there’s room for all types of experiences in specialty espresso, and up to date market diversification symbolises this. Whereas youthful prospects at the moment gravitate in the direction of trending, fashionable drinks, “others will proceed looking for readability and purity of their cup,” Francisco affirms.

“When prospects style one thing really particular and perceive the place it comes from, who produced it, and the way it was processed, they construct a deeper appreciation for the product,” he provides. “It’s not nearly flavour, but in addition about connection and that means. That’s what makes specialty espresso distinctive, and that’s how we preserve folks engaged with it.”

Traits come and go in any business, and specialty espresso is not any exception. Iced espresso, matcha, and ingesting chocolate will proceed to affect the marketplace for the foreseeable future.

However given their proclivity to cycle by way of tendencies quickly, youthful generations could quickly begin to demand new flavours and beverage experiences. For roasters and occasional retailers, always maintaining with these modifications dangers dropping authenticity.

As a substitute, specialty espresso manufacturers ought to give attention to their core values. Whether or not that’s curating a strong pour over menu, serving eye-catching signature drinks, or each, it must really feel real and true to who they’re as a model.

Loved this? Then learn our article on why it’s by no means been extra essential for roasters to put money into high quality management.

Photograph credit: Nomad Espresso, The Barista Lab

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