2021 Media Kit

Coffee drinkers concerned about sustainability


Coffee consumers around the globe are more becoming conscious of sustainability. Research from Mintel's Global New Products Database (GNPD) reveals nearly half (48%) of all new coffee product launches in 2020 carried an ethical or environmental claim. This trend is almost double the number from almost a decade ago (2012) when just one in four (25%) coffee launches were sustainable.
Mintel said coffee pods/capsules – which account for a quarter of (24%) of global coffee innovation – are the category’s most controversial format because of the amount of landfill waste they create. Data showed only two in five pods (39%) globally carry a recyclable claim. Meanwhile, only one in ten pods/capsules available in the market currently uses a biodegradable claim (11%) and a compostable claim (10%).
Sustainability will be the defining issue for the coffee industry over the next 20 years, said Jonny Forsyth, associate director, Mintel Food & Drink.
“Consumers are becoming more aware of carbon emissions and coffee is one of the worst offenders. The more activist-minded younger generation will show less tolerance for waste, especially pods that are recyclable but rarely recycled, with launches of ‘greener’ pods expected to grow fast,” he added.
"COVID-19 has made consumers more sensitive to inequalities, and most farmers are poorly paid despite coffee's huge profits and use of fair-trade claims," Forsyth explained.
He said coffee brands would need to help farmers navigate global warming to avoid losing supply and livelihoods. They will also need to be more hands-on and put their sustainable values and actions at the heart of their brand message. (Image from Unsplash)

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