Everyday coffee and the coffee we choose. Why we drink it differently today

    Just a few years ago, choosing coffee was simple. We usually ordered the same thing – without giving it much thought, simply guided by habit. Today, this pattern is clearly changing. More and more often, alongside the ‘same old’ coffee, we are choosing coffee consciously – for its flavour, the presentation, or simply for a change.

    This is not a revolution that happens overnight. It is rather a gradual shift in the way we think about coffee. We still need something simple and familiar, but at the same time we are also increasingly willing to try new things, especially when we have the opportunity.

    This is clearly evident in café menus. Alongside classic options, we can see drinks inspired by desserts, with more complex flavours, often seasonal. Vanilla, caramel and nuts are still present, but increasingly in new, more elaborate forms, such as salted caramel, honeyed vanilla or cream-based variations. This shows that it is not just about the flavour anymore, but also how it is interpreted.

    At the same time, there is a growing openness to less obvious combinations. Flavours that were once considered far removed from coffee are now becoming a natural part of the menu. This is the result of a shift in attitude – consumers no longer view coffee as just a drink, but as a category in which one can experiment.

    Another interesting trend is that the same person may choose completely different coffees throughout the day, depending on the situation. In the morning – something simple and familiar. Later, something that offers more pleasure or is simply different from the usual. This may seem like a small change, but it is actually very significant from the perspective of the market as a whole.

    In practice, this means that coffee is no longer a ‘once-and-for-all’ choice. Rather than having a single favourite drink, consumers are more flexible and have greater curiosity. Consumers increasingly want to try, compare and explore new combinations.

    However, this does not mean that the classics are losing their relevance. On the contrary, they are becoming a benchmark. It is precisely thanks to them that new offerings can be more distinctive and noticeable.

    So today, the question is not whether we choose our everyday coffee or a more ‘special’ one. The most important thing is that we have an increasing number of choices, and we are increasingly willing to make use of them.