Coffee Consumption Habits Study (2022 — Fourth Wave)

About the study

In the December 2022 feature discussing coffee’s “fourth wave”, data from Pulside’s “Coffee Consumption Habits Study” were used as evidence of coffee’s democratisation and acceptance of its flavours. The feature explores the history of coffee waves, the climate crisis’s threat to coffee farming, emerging coffee categories and problems in specialty coffee marketing.

Key findings

• According to the study, coffee consumption frequency increased by 41.5% over the preceding year.
• The feature also includes a warning, based on ICO data, that by 2050 production will no longer be possible on 70% of current coffee-growing land, alongside assessments that the third wave has created its own culture and that the wait for a fourth wave will be long.

Methodology

The web article did not disclose sample details for this wave (for the 2021 study: 600 people, a reported 95% confidence level and 4% margin of error).