Overall, as shoppers prioritize experience over price, consumption of gourmet and specialty coffee beverages is on the rise. Out of the $48 billion U.S. retail coffee market, about 55% of spend will go toward specialty coffee next year, the Specialty Coffee Assoc. of America found. Even for brands that have not traditionally operated in the specialty space, opening up a luxury line could pay off in 2017.
As longstanding as its popularity may be, the coffee industry is in the midst of a rapid change.