- More coffee was being prepared at home.
- The industry was overbuilt by about 20% over demand and would contract to match that demand.
- Healthy and sustainable options and actions count.
The August 2009 issue of Specialty Coffee Retailer, a trade magazine for the coffee/tea industry just published 2010 trends. It noted that breakfast teas, non-caffeine (rooibos) teas and the healthy reputation of green teas continued to resonate with consumers, and that this segment was expected to grow. George Jage, President of World Tea Expo and our friend, was quoted, "Globally, tea is the second most-consumed beverage next to water, but only 7th in the United States." Among the other coffee trends: