People love their coffee.
Iced coffee, hot coffee, sweet coffee, pumpkin-flavored coffee – if there are any new flavors of coffee, coffee enthusiasts want to know about them.
Coffee is very cultural. Even people who have no real interest in coffee will spend a few bucks on a latte or other sweet-tasting coffee for the sake of socializing. Colleagues gather together to sip coffee while they pour over work loads, and of course, there’s always that parent who desires at least one cup of joe in the morning before he or she tackles the day.
However, coffee is now more than simply socializing or needing a boost of caffeine as one pours over his work load.
People are beginning to appreciate coffee for what it is: coffee.
People want high quality coffee.
There are three waves of coffee consumption.
- The First Wave began in the 1800s and lasted well into the 1980s. This was a time when people awoke to Maxwell House and Folger’s. There was basically one flavor of coffee, and people were fine with that. At least, they were for a while.
- The Second Wave added a bit of spark to the coffee movement because it was during this time that coffee became more flavored. No longer did consumers have to drink boring, bland coffee. Sure, the coffee did its job: it kept consumers alert because of the caffeine it contained, but making it more flavorful allowed businesses a chance to make it more marketable. Enter Starbucks with their espressos, lattes, and macchiatos. Coffee houses also took advantage of this time in history by marketing coffee as a way for people to gather to socialize.
- The Third Wave is for people who simply love coffee. They may be interested in the drink’s taste, but they are more concerned with its quality.