Coffee has long been a staple morning ritual for many Americans, but recent surveys and trends show somewhat of a decline in its consumption — particularly among those who used to indulge excessively.
According to a recent Ipsos poll, the percentage of people drinking multiple cups a day has dropped from 22 percent in 2019 to just 12 percent, signaling a shift in coffee consumption habits.
In other words, in a metaphorical room of 100 coffee drinkers in 2019, where 22 would have been reaching for their second cup (or more!) each day; now, that number has dwindled to just 12.
The Alternative Coffee Catalyst
A key driver behind this shift appears to be the pandemic, which ignited a surge in health-conscious eating and drinking habits as consumers pursued natural methods to enhance their immunity, energy and wellbeing.
As awareness of ingredient effects and overall health continues to rise, so does concern for environmental issues, leading more people to choose eco-friendly coffee alternatives.
By choosing shade-grown, organic, or fair-trade coffee, or exploring substitutes like chicory or herbal teas, consumers can effectively prioritize both concerns.
Why This Matters
Today's consumers demand creativity in ingredient selection, expecting brands to introduce them to unique, beneficial options they wouldn't find on their own.
While consumers are willing to do their research, they value brands that proactively explore and offer ingredients that improve their well-being. This trend is a clear call to action for the industry: prioritize ingredient creativity, functionality, and health to meet the evolving demands of discerning consumers.
Lifestyle Statement: Traditional Coffee vs. Alternatives in the Market
Traditional Coffee Drinkers
Daily Indulgence: 63 percent of American adults drink coffee daily.
Global Consumption: Over 2.25 billion cups of coffee consumed worldwide each day.
Lifestyle Statement: "Drinking coffee is an essential part of my day, reflecting my love for tradition and the comfort of routine."
Alternative Coffee Drinker
Market Growth: The market for coffee substitutes is set to hit US $19.8 billion by 2032.
Growth Rate: Exhibiting a steady growth with a 4.2 percent compound annual growth rate (CAGR).
Lifestyle Statement: "Choosing alternative coffee says I value innovation, health, and sustainability in my daily choices."
Why This Matters
Lifestyle shifts are at the heart of this transformation, sparking a notable surge in the alternative and functional coffee market. But here's the broader picture – these lifestyle changes are weaving through the entire food and beverage landscape, reshaping it from the ground up.
Key Motivations Behind the Shift to Coffee Alternatives
Given the extensive reach and dominance of traditional coffee, it’s important to explore consumer motivations behind the increasing interest in alternative choices and the factors that are driving this.
Factors Driving Consumers Towards Non-Traditional Coffee Alternatives
Trouble Sleeping: Caffeine affects the brain, particularly sleep, by making relaxation difficult and potentially worsening sleep quality. Caffeine's interaction with adenosine receptors in the brain blocks its sleep-promoting effects. Essentially, caffeine's effect on these receptors and neurotransmitters interferes with the body's natural sleep mechanisms.
Brain Disruption: Excessive caffeine consumption can disrupt the balance of neurotransmitters in the brain by blocking adenosine receptors, leading to increased levels of dopamine, noradrenaline, and glutamate. This imbalance can then result in various symptoms such as insomnia, anxiety, dehydration, headaches, and restlessness.
Blood Sugar Level Complications: Caffeine can elevate stress hormone levels, including epinephrine, which can disrupt the cells’ ability to process sugar and decrease insulin production in the body.
Gut Impact: The acidity of coffee triggers increased stomach acid production, which has the potential to disrupt the balance of the gut microbiome and cause digestive discomfort like stomach pain, irritable bowel syndrome (IBS), and heartburn.
Anxiety: Some individuals experience heightened anxiety with high caffeine consumption. Research involving around 3600 adult twins indicates a correlation between heavy caffeine use and an increased anxiety risk. Caffeine, by stimulating the nervous system, can exacerbate anxiety-like symptoms, including restlessness and tension. Reducing or eliminating caffeine intake can diminish jitters, lessen heart palpitations, and enhance sleep quality.
Key Benefits of Coffee Substitutes Valued by Consumers
The natural ingredients found in alternative coffee products provide benefits for both those actively seeking solutions and those enjoying them as an added bonus.
Gut Friendly: Chicory is mostly composed of inulin, a prebiotic that fosters the growth of healthy gut bacteria. Along with other advantages, it aids in promoting regular bowel movements and enhancing blood sugar regulation.
Anxiety Ease: For thousands of years, ashwagandha has been utilized to alleviate stress, boost energy, and enhance focus. Recent research indicates its potential as a natural remedy of improving sleep quality.
Brain Aid: Lion’s mane mushrooms contain compounds that promote the growth of brain cells and protect them from damage that could be caused by Alzheimer’s disease. Research also indicates potential for alleviating mild anxiety and depression symptoms.
A Hero Ingredient Pit Stop: Chicory Craze
Chicory root is among the best-known alternatives, boasting a history of being roasted, ground, and blended with coffee or enjoyed on its own for centuries - standing out as a hero ingredient among coffee alternatives.
Fun fact: Originating in the Netherlands and later gaining popularity in the United States and France, chicory gained significant attention when Napoleon sought to replace all coffee imports with chicory to enhance self-sufficiency. Today, France, Belgium, and the Netherlands lead as top producers, with Europe contributing over 95 percent of the global production.
Alternative Coffee Brands (and their ingredients) People Love
With increasing considerations for the environment and health, alternative coffee products are experiencing a rise in popularity.
Gluten-Free Hero
The Brand: Teeccino is growing with their demand, with more than 24 gluten-free, caffeine-free, and acid free flavors.
The Ingredients: Made of a blend of seeds, fruits, nuts, and organic herbs like chicory, carob, and barley that gets roasted and ground like coffee. Recently, Teeccino’s portfolio has expanded to include the Mushroom Adaptogen line, which harnesses the wellness power of fungi and natural adaptogens like chaga, ashwagandha root, and reishi to help the body cope with stressors and give an endurance boost.
Insta-Famous Alternative
The Brand: MUD\WTR, an Insta-famous coffee substitute, contains just 1/7th the caffeine of regular coffee. The company claims that regardless of the form it's consumed in, MUD\WTR can promote mental clarity, boost immunity, and enhance alertness.
The Ingredients: MUD/WTR is a brew of organic ingredients like masala chai, spices, sea salt, and several types of fungus. Their most recent addition is a plant-based creamer made with coconut milk and MCT powder.
Momtrepreneur
The Brand: When a Tennessee mom/entrepreneur couldn’t find a satisfying coffee alternative for her percolator, she took matters into her own hands and created one herself. The result? NUJO, a blend that offers a rich, full-bodied mouthfeel without causing stomach discomfort due to the inclusion of MCT coconut oil that is known for its natural energy boost and enhanced mental focus.
The Ingredients: This artisanal-roasted root brew features organic quinoa, chicory root, orange peel, cloves, allspice, and superfood MCT coconut oil. A portion of its proceeds support National Angels, a nonprofit dedicated to providing assistance to the foster care community.
Gut Hero
The Brand: For those seeking a caffeine-free alternative, brewing Anthony’s Goods solo in a coffee maker is a perfect choice.
The Ingredients: Their chicory boasts high levels of inulin, a compound known to support healthy gut bacteria and aid in blood sugar management.
Mushroom Pioneers
The Brand: Four Sigmatic infuses their single-origin arabica grounds with lion’s mane and chaga mushrooms to create a unique blend that promises to balance caffeine intake and prevent mid-day crashes, all while retaining the classic taste and aroma of coffee.
The Ingredients: Lion’s mane is believed to enhance cognitive functions such as memory, focus, and concentration, making it a popular nootropic ingredient. Additionally, their “Think” line includes rhodiola root to help combat stress.
Bean-less Coffee
The Brand: Atomo coffee is a handcrafted brew that breaks tradition by eliminating coffee beans entirely. They meticulously select farm-grown superfoods and upcycled ingredients to replicate the rich flavors and experience of traditional coffee while minimizing the environmental impact.
The Ingredients: Their unique blend is carefully crafted to include the same 28 compounds found in coffee beans, minus the ecological footprint. Their ingredients include: date seeds, ramon seeds, sunflower seed extract, fructose, pea protein, millet, lemon, guava, defatted fenugreek seeds, caffeine, and baking soda.
Coffee’s Environmental Toll
Coffee, the world’s second most tradable commodity with a $10 billion industry, carries a heavy environmental burden.
Perspective: For every cup of coffee consumed, nearly one square inch of rainforest is lost.
Chemical Buildup in Soils: Mass coffee production leads to accumulation of chemicals in the soil.
Loss of Forest Shade: Essential for maintaining diverse ecosystems, often lost in coffee farming.
Chemical Runoff: Pollutes rivers, harming both land and aquatic life.
Soil Erosion and Degradation: Further environmental damage, disrupting rainforest ecosystems.
Monocrop Practices: Drive deforestation and water pollution, common in global coffee production.
Why This Matters
As consumer awareness of environmental issues continues to grow, there’s an increasing demand for sustainable and ethically produced coffee. This shift in consumer preferences has led to a greater emphasis on environmentally friendly cultivation methods and fair labor practices throughout the coffee supply chain.
Sourcing your Coffee Alternative Ingredients
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