Coffee at home – the trend that will finally take over in 2024?

“As time goes by, our homes are transforming into personal coffee bars, where every cup is a celebration of the art of personal taste. Coffee at home is not just a trend, it’s a lifestyle that brews comfort and quality with every steaming brew.”

Welcome to the coffee revolution at home

Swedish kitchens are bubbling with enthusiasm as the coffee-at-home trend washes over the nation like a much-needed caffeine wave. But wait, is this a fad or are we heading for a caffeinated utopia in 2024? The pandemic’s unforeseen stay-at-home work, coupled with high inflation and massive commodity price increases, has left its mark on our daily lives and our wallets. The result? We Swedes have become baristas in our own homes. One cup at a time, kitchens are being transformed into cozy coffee corners, and as coffee prices rise, the home brewer is taking an increasingly central role in our lives.

From coffee breaks to kitchen brewers

Forget the old “fika-fiket”. Now it’s time for kitchen brewers! The changing landscape of work has created a coffee paradise in our own kitchen. With roughly 30% of remote workers having invested in a new coffee machine since the time of the pandemic, it’s no surprise that we’re seeing an uptick. According to the National Coffee Association, data shows that 84% of coffee enthusiasts now choose to enjoy their daily dose of java in the comfort of their home, a steady increase compared to just a few years ago. And yes, these figures are spilling over into the Swedish market too, where home coffee-making has become as popular as tacos on a Friday.

Investing in a barista experience

The Swedish love of coffee has reached a stage where a simple coffee maker is no longer enough. The fascination with recreating the café experience has led many to go all in. Espresso machines, coffee grinders and specialty coffee equipment take pride of place on the counter. The luxury milk frothers are not only a way to impress your neighbors, they also reflect our growing interest in taking coffee craftsmanship to a whole new level.

The new luxury: exclusive coffee in the living room

With the trend term “cafe core” predicted to be big in 2024 according to Pinterest, we can expect living rooms to become the new local cafes. Pinterest searches like “coffee bar styling” and “coffee station decor” have exploded by 1120% and 145% respectively between 2021 and 2023. There is no doubt that Swedes are designing their own little coffee oases. From specialty beans that feel as exotic as a vacation to Bali, to personalized café design that gives the feel of a private barista – we demand quality and style, at home!

Details that make the difference

A quality brewer here, a bottle of homemade hazelnut syrup there, and the market for coffee accessories is booming more than canola fields in May. Consumers are looking for complementary brewing tools and appliances. Brands like Fellow have taken this craving to heart, attracting $30 million in funding last year for their high-quality coffee beverages.

The technology behind the perfect coffee

Let’s not underestimate the role of technology in our home-brewed adventures. Companies like Keurig and Nespresso have found their way into our kitchens and hearts. When it comes to perfecting that homemade cup of coffee, we don’t settle for second best – home coffee makers today come with everything from programmable brew times to personalized flavor profile settings.

When Generation Z takes over the coffee scene

The young and excited Gen Z generation arrives on the coffee scene with smartphones in hand and TikTok in sight. Their influence is undeniable – with a desire to make an impact and a sense of trendiness, they are creating new movements in coffee culture. With 49% of Gen Z accessing their coffee knowledge via TikTok, we can be sure that their coffee decisions are well filtered and hashtagged.

At the time of writing, the hashtag #coffee has over 71.4 billion views on TikTok and #coffeestationidea over 62.4 million. Influencers share their tricks and tools – not only for the enjoyment, but also to show how easy it is to make your favorite Pixar movie-inspired latte at home, instead of hustling at Espresso House.

Goodbye café chains, hello home-brewed convenience

It’s beginning to look like the big coffee shop chains will have to watch out, as the convenience of brewing coffee at home becomes apparent across the country. Starbucks swallowed a bitter pill in the fall of 2023 when it lost over 10% of its market capitalization, a loss that amounts to an extreme $12 billion. Could this be a sign that we are choosing the sofa and the home brew over the local café?

By rejecting the expensive coffee chains, there may actually be enough money saved for something bigger; maybe even a house in the long run. When we gigglingly make our own frosted frappuccinos at home, we can laugh all the way to the bank! Every penny saved on a coffee shop visit is another penny in the till to reach our financial goals – and maybe even to put a silver lining on the coffee mug.

The future of coffee at home – what’s around the corner?

Speculating about the future can be as risky as predicting the Swedish summer, but one thing is certain in the world of coffee: innovation is always around the corner. And with the home coffee industry bubbling with excitement, we can expect everything from AI-based brewers to climate-smart coffee pod systems. The potential is huge, and soon even the last skeptic may be turning on his espresso machine and muttering “the best coffee is the one brewed at home.”

FAQ – Coffee at home – the trend that will finally take over in 2024?

Is the reason for the home coffee trend solely the pandemic?

No, although the pandemic was a catalyst, it’s a combination of factors that have influenced the at-home coffee trend, including increased coffee prices and an increased interest in quality experiences at home. In addition, technological developments in coffee machines and specialized equipment have played a major role in making home brewing more accessible and enjoyable.

How much growth have we seen in home espresso since the start of the pandemic?

Espresso consumption at home has increased by a significant 30% since the pandemic started. This shows a strong shift from coffee in cafés to a more intimate and personalized coffee experience at home.

What are the most popular searches related to home coffee on Pinterest?

The most popular searches on Pinterest related to home coffee are “coffee bar styling” and “coffee station decor”, which have seen an increase of 1120% and 145% respectively between 2021 and 2023. This indicates a growing interest in coffee tablecloths and the creation of personalized coffee stations at home.

Is there an economic advantage to home brewing compared to buying coffee out?

Yes, by brewing coffee at home instead of buying it in cafés, consumers can save money that can eventually be used for other larger investments, such as putting some of the savings towards a home. Making your own coffee drinks such as frosted frappuccinos at home can be both an enjoyable and cost-effective experience.

What can we expect from the home coffee industry in the future?

In the future, we can expect continued innovation in the home coffee industry, such as AI-based brewers and climate-smart coffee pod systems. With the demand for specialized and premium home coffee-related products and experiences, the potential is huge, and it is likely that we will see more advanced and convenient coffee brewing at home.

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