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With evolving consumer preferences, values and expectations, the coffee market is undergoing significant transformation. Whether it’s specialty flavors, ready-to-drink cold coffees or mushroom-infused blends, the definition of a good cup of coffee has expanded, and rapidly.
Staying on top of these trends and meeting consumers’ shifting needs are crucial to winning in the coffee space. As your primary touch point with consumers, coffee packaging helps you meet those needs and deliver consumers a positive experience with your brand. In other words, packaging plays a major role in your brands’ success.
Here are the coffee trends you need to know about — and packaging solutions to consider as you look to adapt to the changing industry.
Coffee Trend 1: Interest in specialty and craft coffees has spiked.
Consumers are increasingly looking for premium, artisanal, unique and local blends, leading to a surge in specialty and craft coffee products. Leaders in the coffee industry predict that in the coming years, coffee blends will become more diverse, incorporating unique flavors and spices. They anticipate that consumers will continue to prioritize craft and quality.
But, as they share, it’s not just about flavors and blends — consumers have expanded the definition of coffee to include “coffee-adjacent” products, such as mushroom-infused blends and energy drinks from their favorite coffee companies. That means we can expect more and more coffee brands to expand their product offerings to fit these new behaviors.
Expert tip: When adapting your coffee packaging for specialty coffee consumers, let the design do the talking.
Each of these coffee brands is clearly distinct, and their packaging plays a significant role in that. Bones Coffee combines artful, bold illustrations with packaging features like a matte finish to reinforce their brand. Grounds & Hounds uses illustrations, creative names, and a light design to convey their brand, while incorporating features like the degassing valve, reclosable zipper, and soft touch material. Black Rifle Coffee proudly embraces its military roots in the color scheme, font, and messaging and illustrates its seriousness about coffee with a premium, reclosable, standup pouch and matte or gloss finishes.
Good packaging design is essential for any coffee brand, but is doubly so for those that sell specialty and craft coffees. If you sell products within this category, leverage your packaging design to reinforce the qualities of your product (and your brand). Options like the following are must-haves for premium coffee products:
Degassing valves: Keep your coffee fresh by allowing the right ratio of oxygen and carbon dioxide into the package.
Press-to-close zippers: Allow consumers to reseal the package, enhancing shelf quality and the consumer experience.
Dual finishes: Convey a premium look and feel by allowing for both matte and gloss finishes.
Embellishments and tactile features: Make elements of your design pop and create a multi-sensory experience with your packaging.
Coffee Trend 2: More (and younger) consumers gravitate toward ready-to-drink (RTD) coffees.
Like specialty and craft coffees, ready-to-drink coffees are also in-demand. Recent research projects the cold coffee sector to grow 22% every year over the next five years, which would bring its value to $1.35 billion by 2027. But, cold brew coffee is just one product within the RTD sector; consumers can now choose from lattes, coffee energy drinks and a variety of flavors. The coffee RTD sector grew by 32% in 2022 compared to 2021, confirming the new interest in these products. Younger generations like Gen Z are helping drive this growth, open to trying new products and looking for convenience.
If you’re looking to compete in this growing category, here are some ways you reach RTD consumers with your packaging.
Expert tip: When adapting your coffee packaging for RTD consumers, level up your label or shrink sleeve.
Explorer highlights some elements with a shiny foil finish to convey luxury and create a feeling of inspiration.
For ready-to-drink coffees, your label is the primary way to communicate with consumers. Consider features like the following to help you stand out:
- Premium materials: Make sure your label stands up to transport, refrigeration and, for multi-serve RTD coffees, repeated use with premium pressure sensitive labels or shrink sleeves.
- Embellishments and laminates: Add textures to your label to create a multisensory experience and reinforce your brand. Ultra-soft touch, leather, holographic, grit and linen laminates are all now available for coffee manufacturers, and are a memorable way to reach RTD consumers.
- Sustainability features: Use labels that are recyclable or made from post-consumer recycled content to appeal to sustainably-minded consumers.
Coffee Trend 3. Consumers want to know about your values and the story of their coffee.
Coffee consumers have long desired transparency around sourcing. The Fair Trade Certification body began largely with the coffee industry, emerging from concern about coffee farmers. Coffee brands that follow fair trade practices continue to be a priority for consumers. They’re also increasingly concerned about the environmental impact and sustainability of their coffee, looking for coffee products grown with regenerative farming practices and coffee brands that walk the talk.
If you have organic, fair trade or sustainable products, that give back in some way or have social commitments, make sure those are displayed loud and proud on your packaging. Leverage every element of your packaging to tell that story, from visual and tactile design to messaging. Include the story of the product, such as where it was sourced, and offer specific proof points that show your follow-through on your commitment.
QR codes can also provide more detailed information about sourcing. Additionally, you can leverage sustainable packaging options to illustrate that you value sustainability from sourcing to packaging. For today’s consumers, the follow-through is much more important than the claim.
Adapt to industry changes and grow your coffee business with Belmark.
If you’re looking for packaging that fits your consumers, brand and budget, Belmark can help. We understand the unique challenges and opportunities within the coffee industry and can deliver custom coffee packaging with those in mind. Whether you are a craft coffee manufacturer looking to reflect the premium nature of your products or an established brand seeking to diversify with RTD options, we can meet your needs.
Contact Belmark today to learn more about how our packaging solutions can help you stay competitive and relevant in the evolving coffee market.
