Coffee is a traditional sales stronghold in grocery and while its reign in the beverages aisle isn’t about to change, Canadian consumption and preferences are changing, says Robert Carter, president of the Coffee Association of Canada (CAC). Carter spoke with Grocery Business during a discussion about the association’s upcoming annual conference on November 14, to share some insights on the changing coffee category.
“We’re seeing increasing activity within the micro bean roaster space; I don’t recall ever seeing so many micro roasters domestically emerging on a regular basis within the last five years. There is also lots of growth in the Ready-to-Drink category with products such as nitro brews, iced coffees and other specialty style coffee drinks.”
In June 2024, market penetration of specialty coffee beverages grew to 61 per cent, up 4 per cent over June 2023, according to data from the CAC
Not surprising, the growing interest in specialty coffees and RTD offerings is most prominent among younger demographics, adds Carter, specifically Gen Z and Millennials.
“Part of the growing is coming from younger generations moving away from alcohol drinks and moving to the coffee culture of good conversations over coffee, but in this case many of the coffee products are functional or other type of health enhanced coffees.”
Indeed, the specialty coffee segment, that includes espresso-based beverages, in driving increased consumption. In June 2024, consumption of these beverages increased to 49 per cent, up five per cent versus the same month last year.
The growth in coffee is also driving growth for the Coffee Association’s annual conference, which had to move to a new location to accommodate the larger attendance. The November 14 conference will be held at the Angus Glen Golf Club in Markham, Ont.
Canadian business leader Arlene Dickinson talks coffee and conversations
Well-known business leader Arlene Dickinson is the keynote speaker. As founder and general partner of District Ventures Capital, she is well-versed in the food, beverage, health and wellness sectors.
“Coffee brings people together over shared moments,” says Dickinson. “It is a beloved beverage that serves as a powerful catalyst in uniting people worldwide. I look forward to delving into the power of relationships and how strong connections can empower us all.”
Dickinson and media personality Tony Chapman will have a fireside chat after her presentation.
The Conference is an all-day event that includes an exhibitor marketplace, panels, presentations and of course, coffee. This year’s agenda includes Sylvain Charlebois (The Food Professor); Benjamin Tal (managing director and deputy chief economist, CIBC Capital Markets); a data and insights panel with Circana and Dig Insights; CAC’s Charity of the Year (2024) Grounds for Health, and more.
Coffee awards
For the second year, the CAC will also be recognizing winners in the Coffee Awards program. Inaugural winners in 2023 were: Muna Mohammed, Eight50 Coffee (Innovative Achievement), Balzac’s (Small Chain-Big Impact), and Michael Higgins and Paul Higgins Jr., Mother Parkers Tea & Coffee (Lifetime Achievement). Nominations for the 2024 Awards will be opening in September.
Visit CAC online for conference details, tickets and sponsorship information.
