Decadent Decaf Coffee Company
My Account

How has the demand for decaffeinated coffee fared in the age of Covid?

We’ve all been looking for silver linings this past year and are happy to report that speciality decaf coffee continued its long-term consumption growth trend in an otherwise unpredictable 2020.

For example, the demand for decaffeinated coffee in the USA increased by over 9% versus three years ago and that was for decaf coffee in general. For speciality decaffeinated coffee, like Swiss Water Decaf, the growth war far higher.

Across the US and Europe, speciality decaf consumption represents an estimated 8.7 billion cups annually and decaffeinated coffee represents 15% of cups consumed in the US and 12% of cups consumed in Europe.

Why is this?

Whilst we don’t have data on the exact drivers of this continued growth in 2020 specifically, we do know enough about coffee drinkers’ behaviour to have our theories as follows:

  • The pandemic saw more people at home during the workday, with consumption at home increasing by more than 15% in Europe as well as the U.S.—whereas in recent years it had been essentially flat.
  • This represented a growth opportunity for decaf coffee brands able to sell more decaffeinated coffee online and, even expand in grocery, in response to new habits.
  • During this stressful time, many people were consuming more coffee for ritual and comfort throughout the day, but found that they were getting too wired to drink more caffeinated coffee.
  • So, coffee drinkers were increasingly choosing to drink decaf so that they could enjoy coffee all day - whereas consumption of regular coffee tends to peak in the morning and drop off as the day progresses.
  • Indeed, decaf has played a strong role in the past year as people reached their caffeine limits and also looked for more ways to improve sleep and decrease anxiety.
  • More 2020 trends that are expected to continue include a focus on functional beverages and a desire for fewer caffeine induced jitters that will have consumers exploring new approaches to their daily brew.
  • Experts predict that many of the behaviour shifts we’re seeing during the pandemic are expected to last a long time and particularly those that reduce anxiety and promote mental well-being such as decaffeinated coffee.

Related Posts

What is a caffeine headache and how can you cure or prevent it?
Today, we’re going to ask the question: What is a caffeine headache and how can you cure or prevent it? A caffeine in...
Read More
How does caffeine affect sleep patterns and sleep quality?
Today, we’re going to ask the question: How does caffeine affect sleep patterns and sleep quality? Caffeine’s role in...
Read More
Decaffeinated Coffee: Pros and Cons
When it comes to the world's most popular beverage, there are endless arguments over what the best way is to enjoy co...
Read More
Can I Drink Regular or Decaffeinated Coffee While Fasting?
Can I Drink Regular or Decaffeinated Coffee While Fasting? If you are a coffee lover trying fasting for the first tim...
Read More
Can people with IBS or Irritable Bowel Syndrome drink coffee and if you are on the FODMAP diet, are you able to drink coffee?
Today, we’re going to ask the question: Can people with IBS or Irritable Bowel Syndrome drink coffee and if you are o...
Read More
Can you drink decaffeinated coffee on the Keto Diet?
Today, we’re going to ask the question: Can you drink decaffeinated coffee on the Keto Diet? Before we talk about dec...
Read More
The four ways of decaffeinating coffee
In 1903 the German coffee merchant Ludwig Roselius invented the first ever (successful) decaffeination process, known...
Read More
What are the symptoms of caffeine intolerance and caffeine allergy?
Today, we’re going to ask the question: What are the symptoms of caffeine intolerance and caffeine allergy? First of ...
Read More

Leave a comment