The New Shape of Coffee Demand: Why Quality Is Winning Over Quantity

Coffee consumption continues to grow, but how people choose coffee is changing in ways that matter for green coffee traders. According to the International Coffee Organization, global coffee consumption reached approximately 178 million 60 kg bags in the 2023/2024 season, up from 170 million bags just four years earlier, showing steady long-term growth. What stands out is that much of this growth is driven by consumers trading up, favoring better flavor, clearer origin stories, and more consistent quality rather than simply higher volumes. For buyers and sellers of green coffee, this shift is influencing which origins, grades, and processing styles are gaining attention.

This preference for quality is reflected in price behavior and sourcing strategies. Specialty and differentiated coffees continue to command premiums, even as overall market prices fluctuate. Data from the Specialty Coffee Association shows that specialty coffee now represents over 55 percent of the U.S. coffee market by value, despite accounting for a smaller share of total volume. As a result, importers and roasters are placing more emphasis on traceability, processing consistency, and long term supplier relationships to secure coffees that meet evolving expectations.

For the green coffee trade, this changing demand is reshaping how value is created along the supply chain. Wholesale buyers are increasingly balancing cost management with quality assurance, while producers are investing more in post harvest practices and lot separation to meet market needs. World Coffee Research notes that productivity improvements and quality focused agronomy are becoming central to maintaining competitiveness in a warming climate. As consumer preferences continue to evolve, those who understand where quality and demand intersect will be best positioned in the global green coffee market.