World Monitor Magazine, Economy WM_April 2019 web version (2) | Page 44

Life style
Coffee habits
and trends
in different
megapolises
of the
world
Buying ordinary takeaway coffee in the morning, many of us do
not even suspect that we are becoming part of the so-called
third coffee wave. What are these waves like? The story is long:
the first wave started back in the 1920s, when cheap instant
coffee appeared in abundance; the second – in the 1960s,
coffee turned into a drink for pleasure; and the third wave,
which began in the 1990s, is a drink for what has become
known as coffee snobs. It was the third wave that gave us the
specialty coffee.
Coffee trends are global as well as local – each
metropolis has its own. One of the main global trends, which
is becoming more widespread and warming the heart of the
millennials, is the concept of "know where the bean is from."
Certificates have become important, confirming the fair origin
of coffee beans, in which nature was not offended, and the
farmer was not injured, and the child was not expelled to work
in the fields. And this trend is supported not only by small coffee
houses, but also by major manufacturers. For example, the
Finnish company Pauligzayavila commits that from this year
100% of the beans it purchases comes from such proven and
responsible suppliers, and this, by the way, is 1% of the total
world volume. Stickers declaring product fairtrade, organic and
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world monitor
the like are not the highest priority anymore when choosing
coffee on the shelf: the buyer doesn’t care now about watering
the coffee trees and how the farmer lives, who and how coffee
is harvested. So, in the near future, coffee houses will attract
not only rare varieties of beans, but also its honest origins.
Another global trend: coffee lovers no longer
perceive the process of making their favorite beverage as
an extremely difficult technological challenge. In many ways,
this was facilitated by the spread of capsule machines whose
probability of error is minimized. But in everyone’s kitchens,