Consumer Preferences Boost Coffee and Tea Popularity Through New Flavors

Recent market data highlights a shift in consumer preferences towards flavored coffee and tea, leading to increased consumption of these beverages. According to Spate and the National Coffee Association, coffee's popularity rose by 18.8% from June 2025 to May 2026. The increase was most significant on Instagram, at 30.4%. Tea also saw a rise, with an 8.3% increase in the same period, and a notable 14.6% on Instagram.

These changes in consumption patterns are linked to a growing interest in flavor innovation. The National Coffee Association's report from September 15 indicated that 66% of American adults drank coffee the previous day, preferring specialty over traditional coffee. The data showed a new high of 48% of adults consuming specialty coffee daily.

The trend towards specialty coffee is exemplified by the popularity of espresso-based beverages such as lattes and cappuccinos. Spate's analysis found that latte coffee saw a rise in popularity, with a significant uptick in searches for cookie butter, banana bread, and lavender lattes. A particularly fast-growing trend is cereal milk latte, which increased by 658.8% year-over-year.

Furthermore, iced shaken espresso, cortado, and Vietnamese coffee are also experiencing popularity growth. Vietnamese coffee, in particular, offers bold, robust flavors, diverging from novelty flavors.

In the tea sector, matcha is leading the charge with increased popularity. Spate reported a 57.8% rise in matcha's popularity, with specific flavors like mango matcha latte growing by 114.4%. Ready-to-drink matcha products, like those from La Colombe, are responding to growing consumer demand.

This shift towards flavor-forward beverages is reshaping the market, creating new occasions and opportunities for consumer engagement beyond traditional functional benefits.