Increasingly popular specialty coffee drinks could give your menu a jolt
By Sara Perez Webber
Have you tapped into the brewing demand for specialty coffee?
If not, the robust revenue stream may be just the jolt your menu needs. As of 2024, 45% of American adults reported consuming specialty coffee in the past day—an 80% increase since 2011, according to a report from the National Coffee Association. In fact, for the first time, specialty coffee consumption surpassed that of traditional coffee.
Lattes, espressos and cappuccinos are among the most popular specialty coffee drinks, each preferred by 16% of consumers. And most like it hot—85% of consumers choose hot over iced specialty coffee beverages.
Not only are consumers drinking more specialty coffee, but they are increasingly conscious of coffee’s origin and environmental impact. “In 2025, resilience will be key as we navigate the impacts of climate change, rising costs and evolving consumer demands,” says Yannis Apostolopoulos, CEO of the Specialty Coffee Association.
Produced by the Specialty Coffee Association, the Specialty Coffee Expo—which took place in Houston at the George R. Brown Convention Center from April 25–27, 2025—provides operators with the information they need to increase sales of these increasingly popular drinks. The largest B2B specialty coffee trade show in North America, it’s expected to attract more than 17,000 attendees from 85 countries as well as 637 exhibiting companies—a 6% increase from the 2024 event.
“Expo 2025 will showcase innovative solutions, from advanced brewing technologies to sustainable products, and foster meaningful connections across the coffee value chain,” said Apostolopoulos before the event.
Caterers and other foodservice business operators who attended the Specialty Coffee Expo were able to:
• Discover new products, including coffee equipment, brewing methods and technology, and sustainable packaging solutions.
• Learn about trending coffee drinks, such as cold brew, nitro coffee and plant-based alternatives, as well as gain insights into pairing coffee with food.
• Connect with coffee roasters, farmers, distributors and other foodservice professionals.
• Enhance coffee knowledge and training in brewing techniques, latte art and coffee sustainability.
• Stay informed about consumer trends, sustainability practices and market opportunities.
The Specialty Coffee Association also produces the World of Coffee Dubai and World of Coffee Jakarta, both of which had sold-out trade show floors this year. World of Coffee Geneva 2025 will take place in Geneva, Switzerland, from June 26-28, 2025.
The Specialty Coffee Expo will be renamed World of Coffee for the April 2026 show, taking place in San Diego. Says Apostolopoulos: “Renaming Expo to World of Coffee brings North America’s premier coffee trade show into the globally recognized World of Coffee brand, reinforcing our commitment to international growth, collaboration and innovation in the coffee industry.”
For more information, visit sca.coffee.
