Coffee and tea consumption is evolving as consumers reassess everyday rituals
Coffee and tea continue to play an essential role in daily routines for many consumers, but expectations around these beverages are shifting. As consumers re-evaluate their lifestyles, they are placing greater emphasis on quality, wellbeing, and value. This is reshaping what they look for in hot drinks and creating new opportunities for brands to innovate in a category long driven by habit.
Consumers seek comfort, energy, and routine stability
Coffee and tea remain deeply rooted in everyday life offering moments of calm and comfort. This is particularly valuable at a time when many are experiencing fatigue, stress, and financial pressure. These beverages serve as a small reliable ritual to help consumers with their daily routines. Emotional wellbeing is also influencing these moments, with 72% of consumers saying moments of indulgence for self-care are important. This reinforces why hot drink habits remain stable despite wider cutbacks on non-essentials.
Premiumization is rising
Consumers are becoming more conscious of what they purchase, this influences their hot drink choices. Quality is a priority for many, especially as people look for value in the small indulgences they use to enhance their day. FMCG Gurus’ insights show factors such as 100% natural production and environmentally friendly production methods strongly signal premium quality. This shows even as consumers control their spending, they still look for products that communicate authenticity and elevated taste.
Health and functionality are influencing new habits
Consumers are increasingly trying to make better-for-you choices throughout the day, and this extends to coffee and tea. 40% of global consumers say they take a proactive approach to health. This shows solutions that fit easily into daily routines will be popular. This supports demand for functional ingredients, botanicals particularly, in this area. 41% of global consumers say botanicals would encourage them to increase their consumption of beverages. The strongest associations with this form of ingredients is energy, digestion, and skin health. Tea and coffee offer great platforms for this.
Flavor remains non-negotiable
Even as consumers seek better-for-you options, taste continues to be a priority in decision-making. 72% of global consumers say flavor is important when choosing food and drink, reinforcing that functionality cannot come at the expense of enjoyment. At the same time, 74% are unsure or unhappy accepting less tasty products even if they offer health benefits, highlighting the challenge brands face. Alongside this, interest in flavor innovation is also rising, with 58% saying tea could improve on flavor variety and 51% saying the same for coffee. Consumers expect beverages that deliver both wellness support and great taste.
The influence of rising living costs
Financial pressures are driving consumers to rethink where they spend. 60% of global consumers are concerned about rising living costs, and this has led many to reduce café visits, rely more heavily on promotions, or shift daily rituals into the home. As a result, at-home café moments are becoming more meaningful, often linked to mood support, self-care, and social connection. For instance, 19% plan to improve mood health by spending more time with friends and family, reinforcing the emotional value of shared beverage occasions.
Looking ahead
As preferences evolve, the coffee and tea market will continue to diversify. Brands that deliver comfort, elevated quality, functional benefits, and credible value will be well positioned for growth. Whether through premium blends, botanicals, flavor innovation, or at-home café formats, the opportunity lies in helping consumers enhance the moments they rely on most. Coffee and tea remain essential in routines, what’s changing is the expectations surrounding them.
Discover how shifting coffee and tea rituals are redefining consumer expectations and reshaping the hot drinks market with FMCG Gurus’ Trend Report – Tea & Coffee: Functional, Flavor, and At-Home Occasions – 2025. For more details, contact us at info@fmcggurus.com.