About Coffee
From the 23rd St station to the Baruch campus, I can see business people in suits and ties clutching their briefcases in one hand and holding a coffee they got from their favorite coffee shop on the street corner in the other hand, walking quickly but calmly to the workplace; I can see college students who already order their drinks and wait at the pickup section checking the time on their phones and observing the status of the drinks attentively, calculating silently how many more minutes it will take for their drinks to be ready, all the while ensuring that they won’t be late for their next class. Assuming that the 7 and 6 trains run on schedule, I will stroll and take twenty minutes to gaze into a coffee shop. Perhaps I will catch a glimpse of a young girl immersed in reading with a hot latte resting on the table in front of her.
Indeed, coffee is an inseparable part of daily life, from the first sip in the morning to contemplation at night. Besides being a source of comfort, it also offers multiple health benefits. According to the article “Top 3 Reasons Why People Drink Coffee” in Premium Waters, drinking coffee reduces the risk of type 2 diabetes and lessens depression. Additionally, coffee culture fosters social interaction, providing a platform for people to meet over a cup of coffee. In the United States, coffee is a multi-billion dollar industry, with almost three-fourths of Americans drinking it every day. However, do people today drink the same coffee as in the past? It’s not hard to see that the trend of coffee changes over time, and each person has their preferences. In general, individuals develop unique tastes for different origins, roast styles, and temperatures.
According to “Coffee Imports by Country” analyzed by the founder of World’s Top Exports (WTEx) Daniel Workman, the United States is the largest importer of coffee in the world, with a staggering 19.2% of the global coffee imports being directed to the country. In addition, we can notice that unlike Brazil, which can produce coffee and create a surplus, the US is fully dependent on imports to satisfy its coffee consumption. As Workman demonstrated in the section “Coffee Imports into the United States by Source Country,” the main sources of coffee consumed in the United States are Colombia and Brazil, which are also the top two suppliers of coffee to the US in 2021, with both countries experiencing an increase in exports by 21.6% to $1.4 billion and 17.2% to $1.3 billion respectively compared to 2020.
These two countries are the main producers of the Arabica variety of coffee, which is one of the two most common varieties along with Robusta. Although coffee beans are mostly planted in tropical and subtropical areas, they could be widely different in flavor and quality. Based on the blog “Arabica Beans vs Robusta Beans”. What’s the Difference?” in Perk Coffee Singapore, Wong explained that Arabica beans are generally considered superior in taste to Robusta due to their smoother and sweeter taste, with notes of chocolate and sugar. Some Arabica coffee may also have hints of fruits or berries. On the other hand, Robusta tends to have a stronger, harsher, and more bitter taste, with grainy or rubbery undertones. The higher market demand for coffee in the US has been a major contributor to the increased imports from these countries. However, there is another objective reason for this increase in supply: the “capacity to export,” summarized by Ayushi Khurana, who worked as a market intelligence research assistant in Tridge, a leading online trade platform that helps match global food agriculture buyers and sellers, Khurana explicates that “the higher volume of coffee imports from these countries was primarily a function of higher output.” This increased output is due to favorable climatic conditions and increased investments in coffee production in these countries (Tridge).
Unfortunately, affected by unfavorable agro-climatic conditions” and “rising Arabica prices,” Brazil’s coffee production (mainly in Arabica) declined in output from June 2021 to 2022. The market response was swifter than anticipated, stimulating demand for Robusta coffee: exports of Robusta soared by 7.1% to USD 64.19 million in the first quarter of 2022, increasing 7.1% in volume and 36% in value compared to 2021. The United States Department of Agriculture (USDA) speculated that some roasters might mix some lower-priced Robusta with Arabica to balance the cost and remain competitive in pricing. This was published in the USDA’s report “Coffee: World Markets and Trade” in June 2022. In the same report six months later, Arabica produced in Brazil decreased by 4.1% to 33,000 thousand 60-kg bags in the 2022-2023 period.
In summary, from 2021 to 2022, the increasing demand and supply for Arabica varieties in the U.S. coffee market resulted in a higher import of Arabica coffee. However, in the past year, the coffee market has experienced significant changes: the global production of Arabica coffee decreased while Robusta increased. Consequently, the export amount of Arabica coffee has had little growth while Robusta imports have notably increased. The weather conditions reduced Arabica production, resulting in higher prices, which caused the rise in Robusta consumption. The import from European countries that produce mainly Arabica coffee, such as Switzerland and Italy, has grown rapidly. Therefore, people may not sense the transformations behind this, but we cannot deny that the internal changes have happened inadvertently.
After we recognize where our coffee is from, we can learn about roast–a process that brings out the fragrance and flavor of the raw green coffee bean. In the article “4 Types of Coffee Roasts” in Coffee Affection, Kate MacDonnell who described herself as a coffee enthusiast and writer who enjoys writing for coffee websites and sampling every kind of coffee known to man outlines the four major types of coffee roast: light roast, medium roast, medium-dark roast, and dark roast. Each roast level imparts unique characteristics to the coffee, including distinct aromas, appearances, and flavors. Broadly speaking, light roasts often exhibit a pleasing citrus or lemony tone, while medium roasts are well-rounded and balanced with acidity and body that typically fall within the middle range. Medium-dark roasts tend to have less acidity and a richer flavor profile, and dark roasts are known for their sweet flavors and full-bodied profile with a buttery finish. The “Coffee Consumption Trends in the United States” in Statista reveals that medium roast was the preference of around half of Americans and nearly one-third for dark roast, making medium roast the most popular choice for the average American coffee drinker in 2022.
Many people assume that the strong and bold flavor of darker roasts implies a higher caffeine content, as they believe that the bitter taste represents a high caffeine level. This misconception arises from the fact that a longer roast creates a smoky flavor from the bean, along with caffeine. However, the duration and temperature of the roast don’t necessarily indicate a higher level of caffeine but mainly affect the flavor. In the scientific journal article “The Effect of Brewing Process Parameters on Antioxidant Activity and Caffeine Content in Infusions of Roasted and Unroasted Arabica Coffee Beans Originated from Different Countries,” the authors (also researchers) Gabriela Różańska and Ewelina Hallmann describe a series of experiments conducted at the Department of Human Nutrition and Hygiene at Poznan University of Life Sciences in Poland. The aim of the experiments is to investigate the impact of various brewing process parameters on the antioxidant activity and caffeine content of coffee infusions made from roasted and unroasted Arabica coffee beans. In section 2.3, Caffeine Content in Coffee Infusion, the authors conclude that “higher caffeine concentration is usually found in roasted coffee infusions than in brews of green coffee beans.” This finding proves that caffeine levels increase after roasting. Moreover, Górecki and Hallmann observe a significant decrease in caffeine levels after long-term roasting of the beans. In other words, lighter roasts that undergo less roasting time generally have a higher caffeine concentration than darker roasts.
Coffee consumption habits in America are evolving in temperature as well. While hot coffee has traditionally been the preferred choice for many, the rising popularity of cold coffee is changing the landscape of the coffee industry. In August of 2022, Starbucks reported that 75% of its drink sales from April to June were cold beverages. This trend is not only limited to the warmer months; cold drinks have accounted for at least 60% of Starbucks’ beverage sales in every quarter since April of 2021, even during the winter months. A reporter for The New York Times Styles desk, Gina Cherelus published an article titled “Does Anyone Drink Hot Coffee Anymore?” a month later, which suggested that Gen Z’s preference for iced drinks was driving the trend. The article also highlighted some reasons for choosing cold beverages, such as their refreshing taste, association with productivity, and fun factor. For example, Ms. Maute, a 23-year-old YouTuber who often shares her iced coffee orders said: “It’s usually too hot to drink at first, then it’s drinkable for only a short period before turning lukewarm, at which point the taste is ruined.” However, hot coffee still has its loyal followers, including Ms. Fornes, who describes it as “a warm hug,” and even Ms. Maute, who sometimes craves hot coffee, especially at festivals. Overall, the shift towards cold coffee drinks is changing the coffee industry’s landscape, with Starbucks and other coffee shops introducing more options for cold beverages to cater to this growing trend.
Another trend that is impossible to ignore in the coffee market is the rise of coffee shops. More and more people are choosing to purchase coffee from coffee shops rather than making it themselves. This trend is evident in the growth of coffee shop chains such as Starbucks, a ubiquitous brand that has successfully captured the attention and loyalty of millions of customers worldwide. Starbucks opened its first store in Seattle’s Pike Place Market in 1971 and as of April 10, 2023, store amount increased to 15,966 in the United States (ScrapeHero). Despite its relatively higher prices compared to competitors, what makes consumers willing to pay for Starbucks? As a student at Baruch with many coffee shops nearby, I consistently go to Starbucks. One thing I like most about Starbucks is the option to customize my drink. The various customization options pique my curiosity and I always feel satisfied when I make the drink as my own “barista.” When I was in China, I saw Starbucks as a study area where my friends and I always studied with a latte and a piece of cake. At that time, a grande latte in China cost about thirty yuan when the minimum wage in my hometown, Fujian, was only seventeen yuan. My mom said I fell into the trap of Starbucks’ marketing. Similarly in the U.S., where the cost per drink is comparatively affordable in relation to the minimum hourly wage, some people argue that Starbucks became famous only because of its advanced advertising, which plays a psychological trick. But is this really true?
The article “What is special about Starbucks coffee?” in The Commons Cafe explores the unique characteristics and qualities that have made Starbucks today. Linda, the author who describes herself as a coffee addict, said that “Starbucks has built a loyal following by providing a great product and customer experience.” Starbucks creates a “cultural environment” in which customers feel welcomed and valued in these “third-place cultural spaces.” This made Starbucks stand out but not enough for success, the critical determinant of Starbucks’ success is still its coffee. Starbucks uses only the highest quality beans, expert roasting and grinding, well-trained baristas, and a distinctive brewing process that involves high pressure and cold water to ensure its coffee’s high quality. Ultimately, the success of Starbucks lies in its ability to offer a consistent and high-quality coffee experience that customers are willing to pay for. Additionally, Starbucks has created a welcoming and comfortable atmosphere in its stores, encouraging customers to stay and enjoy their coffee on-site. The trend towards buying coffee from coffee shops like Starbucks will continue as customers seek out convenient, pleasant, and premium coffee experiences.
The world of coffee is constantly evolving, and people’s preferences are changing at the same time. Although the majority of Americans still favor medium roast Arabic coffee and hot drinks, new trends are emerging in the form of Robusta coffee and cold drinks. Starbucks, a leading player in the coffee industry, has shown that people are not only purchasing the coffee itself but also the overall experience that accompanies it. As a universal cultural phenomenon, coffee promotes the trend of life constantly. Many people see coffee as more than just a drink; it’s a way of life. Although it hasn’t been scientifically proven that one’s personality can be determined by their coffee preference, some people make connections between their to-go coffee and their personality traits. It’s interesting to note that clinical psychologist Dr. Ramani Durvasula found that those who prefer a simple black coffee may value simplicity, while those who opt for a frothy cappuccino may be more detail-oriented and creative (Durvasula qtd. in Ferguson).
As the coffee industry continues to adapt to changing preferences and trends, it will be intriguing to see what innovations and experiences will be offered to meet the evolving tastes of coffee lovers worldwide. Life affects coffee, and coffee affects life. Regardless of the future trend, it’s essential to remain open-minded and always follow what we enjoy. For some, trying new items is exciting, while for others, comfort comes from getting what they love. As seventeen-year-old Alicia D Clarke expressed in her poem “Thoughts from within a Mug :)”, “Coffee is a blank canvas. The drinker is the artist.” Even though the coffee is similar in general, we, the drinkers, can bestow it with our thoughts. It’s up to us to make our coffee experience unique and personal. The coffee industry will continue to evolve, but our love for coffee will remain constant.
Works Cited
Clarke, Alicia D. “Thoughts from within a Mug 🙂 .” Hello Poetry, https://hellopoetry.com/poem/222846/thoughts-from-within-a-mug/.
Jocelyn, Vayola, and Lodovica Biagi. “Coffee Market in the U.S.” Statista, https://www.statista.com/study/12878/us-coffee-market-statista-dossier/?locale=en.
Khurana, Ayushi. “The Changing Dynamics of the U.S.’s Coffee Imports: A Shift from Arabica to Robusta.” Tridge, 17 Jan. 2023, https://www.tridge.com/stories/the-changing-dynamics-of-the-uss-coffee-imports-a-shift-from-arabica-to-robusta.
Linda. “What Is Special about Starbucks Coffee.” The Commons Cafe, https://www.thecommonscafe.com/what-is-special-about-starbucks-coffee/.
MacDonnell, Kate. “4 Types of Coffee Roasts (Explained with Images).” Coffee Affection, 18 Apr. 2023, https://coffeeaffection.com/types-of-coffee-roasts/.
M. Ridder, “United States: Coffee Consumption Frequency 2022.” Statista, 22 Aug. 2022, https://www.statista.com/statistics/1327743/coffee-consumption-frequency-in-the-us/.
Muzykiewicz-Szymańska, Anna, et al. “The Effect of Brewing Process Parameters on Antioxidant Activity and Caffeine Content in Infusions of Roasted and Unroasted Arabica Coffee Beans Originated from Different Countries.” Molecules, vol. 26, no. 12, June 2021, p. 3681. Crossref, https://doi.org/10.3390/molecules26123681.
“Number of Starbucks Locations in the USA in 2023.” ScrapeHero, 10 Apr. 2023, https://www.scrapehero.com/location-reports/Starbucks-USA/#:~:text=There%20are%2015%2C966%20Starbucks%20stores,as%20of%20April%2010%2C%202023.
Premium Waters Insider. “Top 3 Reasons Why People Drink Coffee.” Premium Waters, 4 Jan. 2022, https://premiumwaters.com/blog/reasons-why-people-drink-coffee/.
USDA. “Coffee: World Markets and Trade.” USDA Foreign Agricultural Service, 12 Apr. 2023, https://www.fas.usda.gov/data/coffee-world-markets-and-trade.
Wong, Joel. “Arabica Beans vs Robusta Beans. What’s the Difference?” Perk Coffee Singapore, 28 June 2018, https://perkcoffee.co/sg/arabica-beans-vs-robusta-beans-whats-difference/.
Workman, Daniel. “Coffee Imports by Country.” World’s Top Exports, https://www.worldstopexports.com/coffee-imports-by-country/#:~:text=By%20value%2C%20the%20listed%2015%20countries%20shipped%2094.1%25%20of%20coffee,and%20Guatemala%20(up%2036.0%25).