Originated from Darwinian evolutionary theory, the phrase “survival of the fittest” describes the mechanism of natural selection. The biological concept of “fitness” is defined as reproductive success. In Darwinian terms, the phrase is best understood as: “Survival of the form that will leave the most copies of itself in successive generations.” Whereas coffee drinks are experiencing a surge in popularity, experts are attributing its “fitness” to new exciting flavors and formulations.
According to Arnhem, Netherlands-based Innova Market Insights, global sales of coffee made up 64% of sales value for hot drinks in 2020, and new product launches for coffee drinks had a 17.1% compound annual growth rate from 2015-2019.