According to the Coffee Association of Canada (CAC), the country has enjoyed the fastest coffee importing growth among leading traditional world markets with over 30 developing countries exporting coffee to Canada.
The impact of the industry in the country is massive – 160,000 jobs, $6.2 billion in total sales.
“Overall, coffee consumption remains quite robust. In fact, it is the number one consumed beverage in the Canadian marketplace. More so than tap water. Canadians love their coffee,” said Robert Carter, President of the Coffee Association of Canada.
“In terms of per capita consumption, Canada is number two or number three on a global standpoint. The consumption of coffee has always been a staple for the Canadian population but continues to rise in popularity.”
Carter said Canadians have grown up in a coffee culture. In the last decade, there’s been a lot of innovation in the industry. There’s more coffee products and drinks expanding beyond the typical brewed coffee.
“The Coffee Association of Canada is a non-profit organization that’s been in existence for over 40 years and the primary goal is to represent our members and the coffee industry at large, the $6 billion coffee industry in the Canadian market,” said Carter.
“So our pillars of focus are on education, awareness and advocacy. And that means understanding consumers’ coffee preferences and purchase behaviour through our proprietary research as well as our GR (government relations) focus in working with the government on any legislation or supply chain or any labeling issues for coffee. And connecting and supporting the industry through understanding issues such as sustainability, diversity and inclusion and making sure that the coffee industry has a stable future in Canada.”
Carter said the fastest growing area in the coffee market in Canada is the cold brews and espresso style beverages.
“This innovation is bringing in younger consumers. Consumers that may not have traditionally been in the coffee category. So it’s really expanding the scope of who is actually consuming coffee,” he said.
“We’re seeing the coffee portfolio expand beyond your traditional coffee houses. Pretty much a number of different environments you can go into from a convenience gas station store to a workplace to hotel environments.
“It’s moving from a commodity based product offering to more of a value add.”
Carter said there is a very robust coffee culture that is emerging, particularly in regions like Alberta where you’re seeing many micro roasters and independent gourmet coffee houses, Indigenous supported and focused businesses, in the market.
“There’s this whole subculture of consumers, particularly with the Gen Z, who are just so motivated by coffee, understanding coffee. In generations past it would be more like alcohol stuff that they might be interested in. Now with the technology on home brewing systems, the transparency on countries of origin, the high quality, this whole culture of cafe or coffee culture has become trendy and mainstream and it’s helping drive the growth through these independent coffee roasters and coffee shops. It’s becoming the cool factor of the coffee industry and consumers are supporting it,” he said.
“They’re looking for these diverse, different offerings. So it’s a really good news story.”
Carter said grocers are also realizing that coffee is moving beyond just a commodity. The days of having just some standard brands in a small section of a grocery aisle is expanding.
“And they’re recognizing that there is a demand for greater diversity and variety so they’re expanding their offerings which consumers are responding to,” said Carter. “The older consumers continue to be part of the category. We don’t see older consumers moving out of the category as we see younger consumers coming into the category.
“So the overall distribution and consumption is now the largest we’ve ever seen in terms of touching multiple age groups and demographics overall.”
Recently CAC announced that Canadian business icon Arlene Dickinson will be the keynote speaker for its annual conference in November in Toronto with the theme Coffee Unites.
“Coffee brings people together over shared moments,” said Dickinson, who is also a dragon on the popular CBC television series Dragons’ Den. “It is a beloved beverage that serves as a powerful catalyst in uniting people worldwide. I look forward to delving into the power of relationships and how strong connections can empower us all.”
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