Specialty coffee is surging. The niche turned mainstream as daily specialty sips beat old-school coffee in the U.S. for the initial time in 2025. Young adults age 25–39 now lead the charge, showing the drink is cool and here to stay.
Yet the market holds untapped markets between small urban cafés and giant stores. These in-between zones include small towns, older shoppers, and people who’ve never tasted a nitro cold brew.
Many buyers still don’t know what makes beans “special.” They don’t see how farmer pay, soil care, or roast level change flavor. Consumer education is lagging. Only one in four Americans can name a coffee origin. Simple labels and barista chats can change that. Freshly roasted beans(that provide superior flavor) can further enhance the specialty coffee experience.
One in four Americans can’t name a coffee origin—let’s fix that.
Stores that explain origin stories and brew tips attract fresh buyers. Growth numbers back this up. Supermarket and convenience store sales of specialty beans are set to climb faster—10.8% CAGR—than the general 9.5% CAGR. Even so, 74% home-brewing remains the dominant preparation style for specialty drinkers, a reminder that education must also target kitchen counters. Ethiopian origin plays a crucial role in understanding the beverage’s rich heritage.
Shops in mid-size cities with cheaper rent can thrive, while online shops let curious samplers try beans from Bolivia or Uganda with full traceability.
Cold drinks drive the craze. Sixty-eight percent of Gen Z choose iced, nitro, or frozen blends. New healthy spins like mushroom or protein enhanced coffee are exploding, with mushroom chats jumping over fourfold online. Medium roast remains the favorite type of roast for 62% of past-day specialty coffee drinkers.
Yet medium roasts, the classic crowd pleaser, rose 35% since 2020.
Sustainability talk is loud. Shoppers want to know farms earn fair wages and protect forests. Brands answer with clear stories tied to every bag.
Still, premium prices test nerves. Buyers need honest chats on why extra dollars support both planet and palate. Smart shops show how a slightly pricier bag still beats daily café runs.
In short, specialty coffee’s next wave hides in the missing middle: places and shoppers still learning, brands just bold enough to teach them.
