Coffee events have long reflected wider industry trends. But in 2025, an unprecedented year for specialty coffee with record C prices, this has never been more apparent.
At trade shows like World of Coffee Geneva, Specialty Coffee Expo Houston, London Coffee Festival, MICE, and Producer & Roaster Forum, for example, there have been noticeable shifts. Non-coffee products, such as matcha and plant-based milks, are proliferating, while premium home equipment is becoming a more prominent fixture.
Producers are increasingly starting to export their coffee, reshaping trade dynamics. Roasters, meanwhile, are shifting to smaller, regional-format events to manage tighter marketing budgets.
These pivots signal a market in flux, reflecting changing consumer preferences and a new era of pricing, and they’re likely to continue in the years ahead.
Henry Wilson, the founder of Perfect Daily Grind, PDG Media, and Producer & Roaster Forum, shares his insight.
You may also like our article on why high prices have shifted roasters’ priorities.
Non-coffee products take centre stage
One of the key changes at coffee events this year has been the trend towards non-coffee beverages and products.
At the 2025 London Coffee Festival (LCF), for example, matcha, plant milks, functional drink powders, tonic, tea & chai, drinking chocolate, and even nut butters had a significantly larger presence than at previous editions.
Functional coffee, in particular, is proliferating. Enhanced with additional ingredients, these products claim to offer extra benefits, such as improved focus, energy, or immune support.
Adaptogenic mushrooms like lion’s mane, reishi, and chaga are increasingly found in RTD lattes. Ingredients like MCT and collagen are other popular additions, enjoyed by Gen Z for their purported health benefits.
Industry events, once used exclusively as platforms for celebrating high-quality coffee, have now diversified their focus. This reflects broader market trends as business operators seek to incorporate new drinks and ingredients into their menus to meet evolving consumer demand.
“It seems like cafés are becoming the main target audience at events, rather than roasters,” says Henry. “There has been a definite shift towards coffee-adjacent brands at trade shows and festivals in the last five or so years.”
The reason for this is straightforward. While coffee prices have remained high and volatile, café owners and operators have increasingly sought out more menu options to diversify their revenue streams and differentiate themselves from coffee-focused businesses.
Recent data supports this pivot. According to Westrock Coffee Company’s latest report, nearly one-third of US coffee drinkers want beverages that deliver targeted health benefits, such as functional ingredients like adaptogens for cognitive enhancement or probiotics for improved gut health.
As consumers increasingly prioritise their well-being, roasters and other brands have responded to shifts in purchasing behaviour. In recent years, protein-enriched lattes and adaptogen-infused cold brews have become increasingly prevalent at both events and in the broader coffee industry.
“A growing focus on wellness from Gen Z means we’re seeing functional ingredients, extracts, and more in the coffee sector,” Henry says. “Functional coffee is a cost-effective energy boost with the added advantage of health benefits.”
Matcha’s dominance can’t be ignored
By far, one of the most prominent products at coffee trade shows is now matcha. This year’s LCF featured several matcha brands, from artisanal importers to stylish, slick RTD companies, reflecting the wider diversification of the market.
Originating from Japan and dating back to the 12th century, matcha has become a global phenomenon in recent years. Brands like Blank Street and Chamberlain Coffee are increasingly focusing on matcha-based drinks to drive sales, offering signature drinks like Cookies & Cream and Blueberry Matchas. According to the Wall Street Journal, matcha now accounts for up to 50% of Blank Street’s US sales.
“For a business that initially made its mark with high-quality coffee, this is a huge pivot,” Henry says. “But the demand is still huge. Matcha is particularly popular with younger consumers, and much like espresso, it can be used as the base of a range of drinks – and consumed however you like it.”
From small specialty coffee shops to bigger chains, it seems almost all are serving matcha drinks, and it’s paying off for them. Following the launch of its Peaches & Cream Matcha and Matcha Lemonade lines, the UK’s Black Sheep Coffee saw its sales of lemonade and matcha-based beverages jump by an impressive 315%.
“We’re seeing a major shift towards photogenic, non-coffee drinks,” Henry says. “As Gen Z increasingly lead trends in the coffee industry, we’ll continue to see matcha proliferate at events and beyond.”
Other drinks are also poised for further growth at trade shows and in the overall industry. Hojicha (a roasted green tea characterised by its toasty, caramel-like flavours), ube, taro, and pandan lattes are likely the next contenders, tapping into demand for aesthetic, wellness, and experiential beverages.