STiR coffee and tea magazine

STiR coffee and tea 35 Growth of the domestic market For many years, Indian coffee was made almost exclusively for export. Domestic con- sumption was largely confined to the southern states. Today, the domestic market is seen as an important segment, with unofficial numbers placing it at 20%. One reason has been increased access to out-of-home consumption of coffee for consumers. In- dia, on average, consumes about 30 cups of coffee per year. In comparison, the global average is about 200 cups. New cafes and roasters are playing the part of educators and guides. While the volume of coffee bought by cafes is still growing, their role in promoting coffee is acknowledged. They have allowed producers to create an identity for their coffee, including them in this journey to promote Indian coffee. The coffee board has responded with a training program for baristas. Another program, 'Know your Kaapi,' introduced last year, invites growers to submit their coffees for cupping with the best coffee fetching honors. For consumers, greater brewing and drinking options have made coffee an at- tractive lifestyle choice. Choices abound. In addition to single estate and single origin coffees, new coffees, whether cold brew, cascara, or coffee kombucha, and non-tradi- tional brewing methods add to its appeal. Younger coffee drinkers are adventurous and willing to experiment and spend on good coffee. Abhinav Mathur of Kaapi Machines and Something's Brewing says, "Two years ago, there were 1-2 coffee brewing clubs in India. Today, the Coffee Club at Nagpur (a Tier 2 city in Maharashtra) has 131 members! Consumers, especially Gen Z, are ex- perimenting, forming communities, and meeting up." Mathur expects greater growth in the next 2-3 years, with more cafes opening, more coffee brands "doing interesting things," and more options for home brewing. However, the domestic market is not yet a replacement for exports. Most Indian coffee drinkers still consume instant coffee or filter coffee, which is blended with chicory and made with milk and sugar, reducing the quantity of coffee per cup. Exports will continue to be the mainstay as long as the volume of coffee consumed and its value remain higher than within India. Coffee Production 2022/23 Total: 168.2 million 60-kilo bags Arabica: +1.8% (94 million bags) Robusta: -2.0% (74.2 million bags) Regions South America: +4.8% (81.3 million bags) Asia & Oceana: -4.7% (49.8 million bags) Central Am+Mexico+Caribbean: +1.7% (19.2 million bags) Africa: -7.2% (17.9 million bags) Total Consumption: 173.1 million bags See full report: icocoffee.org Younger drinkers are adventurous and willing to pay more for higher quality coffee. Photo courtesy Coffee Board of India

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