Coffee Brands Are Adapting as Consumers Opt to Brew at Home
Though it began with lockdown orders, experts think the trend will continue
Since people aren't able to drink their coffee in-store anymore, they're instead buying the coffee and brewing it themselves at home.
Getty Images/ChefBoyRG
Key insights:
- Coffee brands, like Starbucks, are focusing instead on ecommerce to lead sales and foster a sense of community.
- With so much economic uncertainty ahead, experts expect consumers to save money by avoiding cafes and brewing at home.
People tend to drink coffee where they are, which lately hasn’t been on campus, in the office or meeting friends at local cafes. They’ve been home.
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This story first appeared in the July 27, 2020, issue of Adweek magazine. Click here to subscribe.
