Coffee Knowledge Hub

Re:co Symposium - Fragmenting Desires

Understanding Today’s Specialty Coffee Consumers

As more consumers come to the coffee-laden table, our collective preferences haven’t just shifted; they’ve fragmented.

Lecture Overview

As more consumers come to the coffee-laden table, our collective preferences haven’t just shifted; they’ve fragmented. The “emerging market” isn’t limited to tea-drinking cultures—new markets are also emerging in coffee-producing regions as well as with new consumers groups in more traditional, established markets. In this session, we’ll explore a variety of these emerging markets to learn how new consumers navigate the intersection of global specialty trends and more local expressions of specialty coffee culture. What range of experiences are being valued in each market? What can more established markets learn about consumer fragmentation and diversification from these new market successes?

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