According to various sources, the coffee generation has a significant impact on the hospitality sector. Their preferences and consumption patterns stimulate the growth of coffee bars and specialized hospitality establishments, where quality, experience and sustainability are central. We investigated further.
Table of contents
Coffee
Coffee is one of the most consumed beverages worldwide and plays a crucial role in both the economy and culture of many countries.
Coffee is the most traded product in the world after oil. The coffee trade connects producers in developing countries with consumers worldwide, which has significant economic implications.
In the field of coffee, Horeca Webzine has published various articles that are relevant to hospitality entrepreneurs, coffee lovers and the coffee generation. Some examples are:
- An interview with coffeeologist Jeanne Gennar, in which she shares her passion for coffee with the coffee generation and talks about her experiences in the coffee world.
- An article about the rise of coffee cocktails in the hospitality industry, with information about recipes and trends for coffee generation.
- An article that discusses the problems faced by coffee farmers, such as climate change and economic factors, and how collaboration offers new opportunities.
These articles provide valuable insights for hospitality entrepreneurs looking to improve their coffee service and stay up to date with the latest trends and challenges in the coffee industry.
Belgoo Beer 
Madagascar Vanille
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Jeanne Gennar, Coffee with a Soul
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Kyzoe Hosting & Design
Belgian Master Butchers
Global coffee production
The largest coffee producing countries are:
- Brazil: With an annual production of approximately 2.993.780 tons, Brazil is the largest coffee producer in the world.
- Vietnam: Produces approximately 1.845.033 tons of coffee annually, ranking second.
- Colombia: With an annual production of approximately 560.340 tons, Colombia is the third largest producer.
The above countries are located in the so-called “coffee belt”, an area around the equator with ideal climatic conditions for coffee cultivation.
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Global coffee consumption
Below is a list of the top 10 countries with the highest coffee consumption per capita.
- Finland: Average 12 kg per person per year.
- Norway: About 9,9 kg per person per year.
- Iceland: About 9 kg per person per year.
- Denmark: About 8,7 kg per person per year.
- The Netherlands: Average 8,4 kg per person per year.
- Sweden: About 8,2 kg per person per year.
- Switzerland: About 7,9 kg per person per year.
- Belgium: About 6,8 kg per person per year.
- Luxembourg: Average 6,5 kg per person per year.
- Canada: About 6,5 kg per person per year.
These figures illustrate the deep anchoring of coffee in the culture of these countries and the rise of the coffee generation.
Coffee generation
The term 'coffee generation' refers to the younger generations, particularly Millennials and Generation Z, who are having a strong influence on the hospitality industry. Their preference for quality coffee and unique coffee experiences has led to a growth in the number of coffee bars and specialized catering establishments.
Thanks to the coffee generation, there is an increase in coffee consumption, especially among younger generations. In the past ten years, approximately 4.000 catering establishments have been added in Belgium, including many coffee bars, terraces and trendy restaurants. It is striking that young people are spending more and more money on these establishments, whereby they are prepared to pay, for example, five euros for a coffee.
This trend reflects a shift in consumption patterns, where coffee is seen not just as a beverage, but also as a social experience and lifestyle element.
The coffee generation values the experience around coffee, such as the ambiance of the coffee shop and the quality of the drinks offered. In addition, there is a growing interest in sustainable and ethically responsible coffee, which contributes to the diversity and range in the coffee culture.
These developments have led to a flourishing coffee culture, in which both traditional and innovative coffee preparations are embraced, and in which coffee plays a central role in the social life of the coffee generation in the first place.
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Coffee trends and catering
The rise of coffee-to-go and the growing popularity of coffee bars are direct consequences of changing consumption patterns.
Over the past decade, the Coffee Generation has doubled its use of coffee-to-go from 22% to 44%. Chains like Starbucks and CoffeeCompany have contributed to this trend, making coffee a more important part of the Coffee Generation’s daily life away from home.
Influence of the convenience generations
According to the FoodShopper Monitor 2024 of the FoodService Institute Netherlands (FSIN), the share of the coffee generation in out-of-home consumption has increased from 50% in 2018 to 73% in 2023.
The coffee generation values convenience, health and experience, which encourages the hospitality industry to respond to their needs.
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Sustainability and origin
The coffee generation is aware of sustainability and the origin of products. They prefer high-quality coffee, preferably organic and fair trade, and are interested in the stories behind the coffee beans.
This has led to an increase in local coffee roasters and a focus on transparency in the coffee chain, much to the delight of the coffee generation.
NOOR & NOOR has decades of experience in setting up and running catering businesses, specialty stores and providing various services, both B2B and B2C.
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NOOR & NOOR works closely with specialized partners for the technical aspects of the assignments, but also with you for accurate and recent content.
The main activities of NOOR & NOOR are Social Media Management. Then building and managing websites and web shops, SEO Content Writing or writing search engine related articles, Virtual Assistance en Link Building via this website.
Increase in out-of-home coffee consumption
Figures show that the number of coffee moments outside the home has increased by 7%, while home use only increased by 1%.
This growth is particularly visible thanks to the coffee generation in the catering industry and at work.
Technological innovations
Technological developments are playing an increasingly important role in the coffee industry. Smart coffee machines with advanced features, such as built-in coffee bean grinders and scales, and wireless control via apps, are becoming more popular. The
These innovations offer consumers the opportunity to personalize and optimize their coffee experience. And the coffee generation is bringing those coffee machines into their homes.
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