Our 4 coffee trends predictions: Were we right?

The coffee marketplace is a crowded place, and that means brands must constantly find ways to stand out from the competition. Last year, we made predictions about how we see coffee brands optimizing their strategy to appeal to changing consumer demand.

So, what were our four predictions, and did they ring true for our audience 12 months later? Read on to find out the results.

Prediction #1: An increased focus on sustainability

The exponential rise in coffee consumption and demand for at-home café experiences means the opportunity for coffee brands is huge. With consumers now caring more and more about how their purchases impact the environment, coffee brands are looking to demonstrate their sustainability credentials on-pack. And it’s paying off. A 2018 Nielsen report of common consumer goods including coffee, found that products with sustainability claims generally outperformed the growth range of total products in their respective categories. ⁽¹⁾

This isn’t surprising – ultimately, people feel better when they buy from brands that are doing environmental good, and most shoppers rely on the packaging itself to understand its sustainable qualities. Almost half (46%) of our audience agreed they see coffee brands using packaging to build trust with consumers and showcase their efforts to reduce the environmental impact of sourcing, roasting and packaging coffee.

_Related read: _Metal-free coffee packaging that’s better for the planet

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Prediction #2: Consumers want to see healthier options on the shelf

Attracting new breeds of consumer is no easy task, but one way of growing market share is to offer variations on classic coffee products.

Consumers are increasingly savvy when it comes to their health and nutritional needs — and are changing their shopping habits as a result, seeking foods and beverages that naturally provide a boost to their health.

According to Mintel ⁽²⁾, a quarter of British coffee drinkers say they drink coffee before a workout to boost their exercise performance. And 46% believe drinking coffee has health benefits.

As a response, brands are advertising functional formulations enhanced with all-natural flavors, protein and vitamins. 44% of our audience report now seeing coffee brands making claims on packaging about the product’s health benefits.

TrueStart Performance Coffee, for example, is said to improve focus, increase physical endurance and reduce the rate of perceived exertion. Jo Coffee Energy Coffee contains guarana extract, taurine and vitamin B complex, while PODiSTA Be Your Own Barista Double Shot Coffee capsules boost freshly ground coffee beans with natural guarana extract.

Prediction #3: Unique packaging design, a growing trend for capturing consumers’ attention

Without altering the original product, many brands are relying on their packaging to communicate to consumers the quality and value of the coffee. We predicted that brands would focus more on differentiating themselves through unique design to stand out from the crowd and catch consumers’ attention on the supermarket shelf. A third (33%) of our audience thinks that coffee brands are increasingly using unique design as differentiator – from commissioning artwork from local artists, to going for simpler or, on the contrary, bolder color schemes, the possibilities to make a strong statement through design are endless.

British manufacturer Dualit recently revealed new packaging that uses a graphical narrative to capture the feeling of how the blend makes the coffee drinker feel and, in the case of single-origin, where it is from. And independent coffee maker Rhetoric Coffee screen-prints artwork created by local artists directly onto the packaging.

_Related read: _6 ways to differentiate with coffee packaging design

Prediction #4: Coffee drinkers want the coffee journey told on-pack

The 2018 Mintel Global Food & Drink Trends report states that widespread mistrust has increased the need for food and drink manufacturers to be forthcoming about their ingredients, production processes, and supply chains.

For coffee drinkers, this manifests itself in an increasing interest in where coffee comes from and the efforts taken to ensure sustainable sourcing practices. Roasters like Sweet Bloom have gone as far as to name roasts after individual farmers, while many have made efforts to ensure that farm locations, growing altitude, plant variety and flavor notes are all clearly indicated on the packaging itself.

Last year, Amcor predicted that consumer interest in the origin of coffee would only increase further. 38% of our audience confirmed this trend rings true for them and that brands are using interactive on-pack features for greater transparency.

Big coffee companies are also proving this prediction right. As part of its commitment to empower farmers and connect customers to the journey of their favorite coffee, earlier this year Starbucks previewed a coffee traceability feature for its mobile app. Eventually customers will be able to use the Starbucks mobile app to trace the journey of Starbucks packaged coffees.

Our MaXQ smart packaging technology proves effective in providing brands with a range of technological tools to gather strategic insight, operate loyalty programs and build relationships with consumers through personalized, targeted, two-way conversations. A quick scan of

the MaXQ bag immediately connects the consumer to a wealth of information about the coffee’s origin, its producers and processing, and its journey to the retailer.

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Looking toward the future

As we look toward the end of 2019, I’m excited to see how coffee brands make the most of these opportunities to appeal to the modern coffee consumer. From sustainability credentials on-pack to unique design to traceability technology that grows consumer engagement, reaching new consumers requires a truly innovative approach.

To discuss more sustainable coffee packaging options that create true brand differentiation, contact us and a member of our team will be in touch.

_**Make the switch to more sustainable bio-based coffee packaging. **_Amcor’s bio-based PE offers the same recycling, technical, and sealing properties as fossil-based PE, whilst helping you reduce your pack’s carbon footprint with the switch to a renewable source.

Watch our video to learn how a well-known Swedish coffee roaster phased out fossil plastics in their packaging

⁽¹⁾ Source: Nielsen Answers on Demand (Health and Wellness Characteristics) and Nielsen Product Insider, powered by Label Insights.

⁽²⁾ Source: https://www.mintel.com/press-centre/food-and-drink/10-british-coffee-facts-celebrating-international-coffee-day