January 22, 2026 – Amid rising prices, global consumers are still enjoying their daily coffee. However, a growing variety of options like matcha, mushroom, turmeric lattes, and fruit-flavored coffees is encouraging experimentation with new textures and flavors. Brands are adding value by offering functional, premium, and innovative products that include adaptogens, protein, and vitamins. Innova Market Insights looks at global coffee trends and the innovation in this dynamic category.
Coffee Consumer Habits: Resilience to Rising Global Prices
Despite increasing global coffee prices, coffee consumer habits reflect loyalty because of strong emotional ties and daily habits. For many consumers, coffee is more than just a drink; it’s a daily necessity. Over the last year, the coffee market has evolved with a mix of comfort and fresh ideas. Seasonal favorites like pumpkin spice still excite consumers and add to brand stories, even with rising prices. Meanwhile, new functional coffee options like protein coffee, mushroom-infused drinks, and plant-based lattes are expanding what coffee can be. This change reflects a growing focus on wellness and variety.
Gender-Based Coffee Trends
Most male coffee consumers focus on the technical, experiential, and cultural sides of coffee. They are interested in homebrewing, value, and discussions about specialty drinks. In contrast, most female consumers engage more with daily rituals, health, and creative trends. This includes functional coffees, plant-based lattes, seasonal flavors, and sharing coffee moments on social media.
Beyond the Cup: Cafés as a Social “Third Space” Conducive to Productivity
Meeting over coffee provides a setting where people can relax, work, and connect. Cafés are excellent spots for both personal and professional interactions. They are often viewed as a “third space” beyond home and office. This space gives remote workers a comfortable atmosphere to enjoy their coffee while focusing on productivity. From small roasteries to large chains, coffee shops are adding local styles and flavors. This blend of global trends with local touches helps create a café culture that connects to the world and resonates with the community. Additionally, 59% of consumers worldwide prefer casual ways to socialize, underscoring the important role a café plays in the community and coffee consumer habits.
Added-Value by Redefining Taste, Health, and Experience
The global coffee market is influenced by changing preferences and new ideas. Brands are concentrating on products that improve the coffee experience. They offer a range of formats, flavors, and types. Additionally, growth is strong across all formats, including bags, pods, filters, ground coffee, instant coffee, and mixes, showing increasing demand. There is a trend toward specialty products, such as functional blends, concentrates, ready-to-drink coffee options, and cold brews to meet different needs. Furthermore, demand for sustainable, organic, and ethically sourced coffee is growing, reflecting a shift towards mindful consumption.
The Evolution of Functional Coffee: From Proffee to Mushroom Brews
Proffee, protein-infused coffee, is growing in popularity, blending fitness with coffee culture. Mushroom, collagen, and prebiotic/probiotic functional coffees also attract attention, each focusing on different wellness areas. Although adaptogenic and cannabidiol (CBD) coffees have a smaller market, they have dedicated and engaged consumers. Mushroom coffee offers a smarter caffeine option, encouraging focus, calm energy, and mood balance with ingredients like lion’s mane and reishi.
From Routine to Premium: The Introduction of Bold & Luxurious Flavors
There is a growing trend in the global coffee market where consumers are looking for new flavor experiences. Brands are responding by mixing exciting flavors with coffee. This transforms a routine drink into a special treat.
Keurig’s Cinnabon Classic Cinnamon Roll Coffee captures the rich flavor and inviting aroma of freshly baked cinnamon rolls. It has notes of cinnamon, brown sugar, and frosting. Similarly, Keurig’s Gloria Jean’s Butter Toffee Coffee provides a smooth, creamy experience filled with rich caramel and toffee undertones. These unique flavors highlight the trend among consumers seeking adventurous coffee experiences that make everyday coffee feel like a premium indulgence.
Viral Coffee Culture: Tik Tok Flavors and Global Taste Sensations
Around the world, new flavors are changing coffee culture and gaining traction on social media. In New York City and beyond, tahini coffee is popular for its nutty, savory taste. It is often paired with honey or date syrup. Pistachio lattes and iced pistachio-chocolate drinks are becoming more popular on Instagram and TikTok for their creamy, nutty flavor and attractive look. Filipino-inspired flavors like ube, pandan, and calamansi are increasingly found in iced lattes and cold brews. These flavors are celebrated for their vibrant colors and cultural meaning. Meanwhile, banana coffee, which comes from South Korea, has become a worldwide favorite. Its natural sweetness, creamy texture, and nostalgic link to Korean banana milk appeal to many.
Coffee Choices Divided: Swap or Stay?
Nearly 29% of consumers globally say they would switch from their regular coffee to alternatives if their preferred choice was unavailable. In contrast, 21% would not switch at all. This shows that while some consumers are open to trying new drinks, most remain loyal to coffee. The willingness to explore new options might also show an increasing interest in drinks like matcha, functional beverages, or cold brews that provide similar energy or sensory enjoyment.
A Healthy Alternative: Will Matcha Replace Your Daily Coffee?
More consumers are trying coffee alternatives like chicory, grain blends, and matcha. Matcha is popular for its variety and health benefits. It provides caffeine for energy, along with antioxidants and L-theanine, which promotes calmness. Matcha can also support weight loss and liver health. Its bright green color and unique preparation make it appealing and relaxing, and it is often enjoyed in social settings. However, its higher price makes it less accessible as a coffee alternative for daily consumption.
What’s Next in Gen Z Coffee Trends?
Coffee trends are broad in the global coffee market, including blending local and global flavors, health innovations, and personalization. Brands are creating drinks that mix different cultures, such as matcha lattes and Latin-inspired spiced coffees. Seasonal flavors maintain interest among coffee consumers, while clean-label products with real ingredients like cocoa and vanilla are becoming more popular. Functional coffees with adaptogens, proteins, and vitamins are on the rise, along with coffee alternatives like matcha, mushroom, and turmeric lattes to address evolving coffee consumer habits. Smart brewing, customizable blends, and versatile formats like ready-to-drink coffee enhance the consumption experience, making coffee more personal and engaging. With all these trends at play, there are many areas where coffee brands can innovate to succeed in the global coffee market and reach new audiences.
This article is based on Innova’s Trending in Coffee – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.