In the 2021 reboot of the animated series “Rugrats,” single mom Betty DeVille owns and runs the coffeehouse Betty’s Beans, which serves as a go-to spot for characters. The show even includes a scene where “Jen. Z” orders a coffee drink, takes a selfie with it and then leaves without the beverage. Although the scene is a quip at the influence of social media and coffee culture, research shows that coffee still remains a staple for American consumers, but the category has shown its ability to adapt as habits have changed.
In an August 2023 insights from NielsenIQ titled “The Future of Coffee: 5 Coffee Trends to Watch,” the market research firm identified the following key trends shaping the coffee market: