Decaf in Focus: Innovations and Consumer Shifts

Decaf coffee, once dismissed as an afterthought, is now emerging as a dynamic trend in the global coffee industry. A growing shift from energy-boosting beverages to health and wellness-focused options is driving this change. According to Mintel , today’s consumers are looking for functional benefits like improved focus or mental clarity, aligning with broader lifestyle trends. Decaf is also benefiting from Gen Z’s mindful approach to alcohol and late-night drinks, with products like sleep-friendly cold brew coffee lattes catering to their preferences.

Decaf’s Global Rise: Trends and Numbers

The numbers speak volumes about decaf’s rising popularity. Bloomberg recently highlighted decaf as one of the hottest trends in the coffee industry, with Weihing Zhang winning the 2024 American Brewers Cup Championship using a decaf coffee from Finca Los Nogales. Decaf is now among the top sellers at Blue Bottle Coffee , where their “Night Light Decaf” ranks in the top five of their online shop. SkyQuest Technology predicts the global decaf coffee market will grow from $19.5 billion in 2022 to $28.86 billion by 2031, with a CAGR of 4.45%.

Regional trends are equally interesting. Europe leads the global decaf market, accounting for about one-third of consumption. In South Korea, decaf sales are surging, with Starbucks reporting a 10% year-over-year increase in 2024 and Paris Baguette seeing a 22% growth in the same period. The U.S. is also experiencing a decaf revival, with the National Coffee Association reporting that two-thirds of American adults now drink decaf coffee - the highest level in 20 years. Interestingly, the primary demographic in the U.S. for decaf remains older coffee drinkers (60+), but Gen Z is beginning to influence the market with their unique preferences, pushing decaf as a health-conscious and nightlife-friendly option.

A Local Perspective: Lessons from Spain

Decaf's popularity is not a recent phenomenon in some regions, as I discovered firsthand during Hostelco 2016 in Barcelona, where I worked on the UCC Coffee Spain booth for a day. One detail that puzzled me initially was the presence of two grinders next to the espresso machine: one for regular coffee and the other for decaf. In the morning, most visitors ordered cortados - Spain's iconic coffee drink - but by early afternoon, the majority began requesting decaf cortados, a trend I found fascinating. It was then that I learned about Spain's strong market share for decaf coffee, a preference deeply ingrained in the local culture. Today, Spain remains one of Europe’s leading markets for decaf.

Post-pandemic, health-conscious consumers have further fueled decaf’s growth. A study by Swiss Water found that 60% of participants increased their decaf consumption after COVID-19 for health reasons. This trend underscores a broader shift toward wellness-focused consumption across all demographics.

James Hoffmann’s Decaf Cupping: A Transformative Experience

Decaf is no longer just a functional choice but a versatile and trendy product. Its role in the specialty coffee world continues to expand, driven by innovations in decaffeination processes that preserve the coffee’s flavor profile. Events like the James Hoffmann Global Decaf Cup Tasting supported by Caravela Coffee ( Sun Huang ) - offering the opportunity to taste the same coffee with different decaffeination processes - are also helping elevate decaf’s reputation among baristas and coffee enthusiasts alike.

I just attended the James Hoffmann Global Decaf Cup Tasting, an event hosted simultaneously by 59 roasters around the world. At Stopover Coffee in Taichung, Taiwan, I joined about 30 coffee professionals and enthusiasts in a session guided by Hoffmann via YouTube Live. We tasted a washed Colombian coffee from Huila, Guadalupe, La Virgen, first in its unprocessed state and then decaffeinated through three different methods: Swiss Water, CO₂, and Ethyl Acetate (EA). This setup allowed for a direct comparison of the decaffeination processes side by side - a very rare yet valuable opportunity for in-depth sensory analysis.

For me, the Ethyl Acetate (EA) process stood out. It produced a coffee with crisp, well-integrated acidity, creamy texture, and pleasant sweetness. I particularly enjoyed the flavors of orange, golden raisins, milk chocolate, and subtle herbal notes, finding the coffee even slightly more vibrant and heavier in body compared to the unprocessed version. This was surprising and eye-opening.

However, it’s important to note that this session focused on just one coffee. Decaffeination processes might affect other coffees differently, and the roasting itself can also play a significant role in the final cup evaluation.

The session lasted over three hours and fostered a lively discussion about decaf’s potential among participants. The educational value was immense, as we explored not just personal preferences but also how decaf resonates with end consumers. This experience emphasized the importance of keeping an open mindset when tasting and evaluating coffee. Decaf coffee has long been underestimated, but this session showed that it can deliver exceptional quality.

TDS Observations and Brewing Evolution

On my TDS Around the World Tour, I observed how decaf is also evolving in its preparation. At Bonanza Coffee Roasters in Berlin, a decaf espresso shot stood out for its impressively high TDS of 13.4%, crafted from a naturally processed Colombian coffee. The barista explained that the recipe was designed for milk-based drinks, making the shot incredibly intense when consumed black. Similarly, at The Flour in Melbourne, a decaffeinated espresso measured a TDS of 10.4%, showcasing another example of a high-strength decaf espresso. The global mean TDS from traditional equipment is 8.9%. These observations raise the question: Are decaf coffees commonly dialed in specifically for milk-based drinks because many decaf consumers prefer them this way in specialty coffee shops?

During my capsule coffee research, I also noted that decaf coffees exhibited different sphericity after grinding. While the sample size was too small, it suggests a potential area for further exploration in decaf grinding. My experience with decaf coffee feels like a full circle. During my time at Kraft Foods (now JDE Peet's ), I was responsible for Kaffee Hag, a decaf brand with roots in Bremen, where I worked for a year. Nearly two decades later, it’s fascinating to see how decaf has evolved from a functional choice to a specialty coffee trend.

Decaf as a Lifestyle: Branding and Strategic Opportunities

Decaf coffee's evolution opens up new avenues for strategic branding and positioning. Brands like Blue Bottle have embraced creative naming with products like "Night Light Decaf," subtly suggesting its suitability for winding down in the evening. Building on this, decaf can be positioned as an evening indulgence - a luxurious, sophisticated coffee alternative for relaxation. This concept aligns well with wellness trends, creating opportunities for collaboration with wellness brands such as sleep-tech innovators or spa retreats. Such partnerships could amplify the message that decaf is not just a functional choice but an integral part of a health-conscious and mindful lifestyle.

What’s your perspective on decaf coffee’s rise? Is it time to rethink its role in the market?