The National Coffee Association reports that more Americans than ever are consuming coffee regularly. With endless variations in beans, countries of origin, roasts, and brews — not to mention coffee drinks made with flavored syrups and trending ingredients — there’s something for everyone in this vast, global market.
According to the Spring 2024 National Coffee Data Trends report, about two-thirds of adults had consumed coffee in the previous 24 hours. That’s an increase of 37% since 2004. Through 2030, a CAGR of 5.4% is projected for the global coffee market, when it may reach over $320 billion annually.
Within this growing market, brands seize on any opportunity to explore new niches. While flavored and infused coffees are nothing new, herb-infused offerings hit the sweet spot between flavor and function. This fusion of pleasure and wellness appeals to consumers interested in prioritizing a healthy diet without necessarily sacrificing indulgence. How can brands embrace this trend?
Herb-Infused Coffees
There’s no standard way to create an herb-infused coffee; infusions can occur at different stages of coffee production. For example, coffee beans may be roasted with herbs. Alternatively, already-roasted beans could be coated with flavored oils.
Another option is to add herbal syrups to beverages after brewing, which adds a concentrated flavor boost while preserving the original taste of coffee beans. Finally, coffee retailers can infuse herbs directly into brewed coffee, allowing consumers to customize drinks with their favorite flavors.
Herbal infusions that could enhance coffee’s complex flavor profile include rosemary, lemongrass, lavender, mint, ginger, and ashwagandha. Ideal pairings depend on the type of coffee and roast. Some flavors follow regional tastes. For example, chicory coffee is a long-time local favorite in New Orleans.
Functional Benefits of Herbal Coffee
Health-focused consumers may be drawn to herbal coffee for its functional benefits — for example, a coffee lover who is watching their caffeine intake may choose a coffee and herbal tea blend so that they can enjoy their favorite drink with half the caffeine.
Other consumers are looking to include the known health benefits of herbal teas in their daily routines. A long-time coffee drinker may not be willing to give up their daily cuppa Joe to get these benefits, but they may be eager to try infusions.
Some herbal tea trends align with a growing consumer interest in functional foods that contribute to overall health and wellness: Mint is associated with improved digestion and anti-inflammatory properties. Rosemary is known for antioxidants, immune-boosting properties, and memory support, and ashwagandha has been linked to stress reduction.
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Brands Leading the Way
Plenty of major coffee chains offer herbal teas, but not many of them have tea-infused coffees on the menu. Currently, brew-at-home brands like Joe 2.0 are leading the way, selling premium organic coffees enhanced with natural herbs and adaptogens like ashwagandha, lion’s mane, and L-theanine.
Some consumers have gone global — the traditional Yemeni coffee produced by Qamaria Yemeni Coffee Co. features single-origin coffee beans, qishr (spiced coffee husks), cardamom, cinnamon, and cloves.
For consumers who love the flavor of coffee but prefer to stick to herbal infusions, brands like Teecino and Mountain Rose Herbs offer herbal coffee alternatives for brewing at home.
Teecino’s blends feature roasted ramón seeds, chicory root, and other herbs, botanicals, and flavoring to produce a caffeine-free, coffee-like beverage. Oregon-based Mountain Rose Herbs offers a coffee alternative with maca powder and roasted chicory, carob, and dandelion root.
Related: Brewed with Love: Valentine's Day Coffee Flavors to Sweeten the Season
Is Herb-Infused Coffee the Next Big Thing?
Estimated at roughly $7 billion, the flavored coffee niche is a relatively small slice of the global coffee market — but like coffee in general, it is expected to see growth in coming years, reaching an estimated $9 billion by 2029 (a 4.0% CAGR).
With more consumers shifting their focus to functional foods and beverages, herb-infused coffees that offer crossover appeal with the wellness market are certainly worth researching.
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