World Barista Championship

Creativity and growing figures for an age of great challenges

Speaking of thriving offer, this has undoubtedly been the summer of iced coffees, offered in countless new recipes: from coconut to caramel, from fruit to spices, to iced latte and nitro coffee –prepared with liquid nitrogen for a special touch– iced coffees have established themselves as an all-hour drink. Even as an aperitivo.

Such a liveliness also reflects in the data: between home and away-from-home consumption, Statista estimates the world market will close 2024 with a value of $461.30 billion, to surpass the $500 billion mark in 2028 and stand at $521.90 billion by the end of the decade. Europe alone is worth about $47 billion (rising to $65 billion toward the end of the decade), while in Italy, the turnover of the top 50 roasting players is around $7 billion today (more than 55 percent from exports).

However, this is also a time of great challenges: from climate change and global warming, which will require an evolution of cultivars, to tensions over prices and supply chains, to coffee and gourmet cuisine that get together to promote a new creativity. In this scenario, it will be even more important not to miss the meeting place for industry players from around the world.

The WBC is back big style within a consolidating layout

The World Barista Championship, organised by SCA – Specialty Coffee Association and WCE – World Coffee Events, takes centre stage in Milan as it returns to the upcoming SIC.

By focusing on the excellence of coffee and the professional growth of baristas, which translates in signature espresso and milk creations, the WBC combines the opportunity for professionals to demonstrate their expertise and creativity with the enhancement of raw materials and innovative technologies that enable their highest expression.

Complemented by the other dedicated events, this approach is in line with the exhibition’s historical mission to promote innovation, generate business opportunities and share industry culture. Coffee has historically been one of the main strengths since the first editions of HostMilano: due to its importance, the dedicated area presents itself with its own brand identity as SIC – Salone Internazionale del Caffè. At SIC, the entire coffee business meets, from the green bean to the bar counter: selected roasters, importers, producers and industry operators from the five continents, as well as the world’s best brands.

Completing a unique offer in terms of completeness in the international exhibition scene is not only the area dedicated to bars, coffee machines, and vending, but the entire exhibition concept that promotes cross-selling between supply chains thanks to three macro-areas that add value to vertical sectors. To date, more than 900 companies have already registered for Host 2025, about 400 of them (44 percent) international.

The 44^th edition will be held at fieramilano – Rho from 17 to 21October 2025.

Among other companies in the industry, the following have already confirmed their presence to date:

Bazzara, Bianchi Industry, Bunn-O-Matic, BWT, Caffè Carraro, Evoca, Foodness, Franke Kaffeemaschinen, Gruppo Cimbali, Gruppo Gimoka, Gruppo I.M.A., Gruppo Ryoma, Imperator, Kimbo, La Marzocco, Le Piantagioni del Caffè, Musetti, Sandalj, Simonelli Group.

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Sound familiar? It may if you are standing behind a Gen Z or younger millennial consumer in a coffee shop on any given day. New research by conducted by UK-based coffee roaster Lincoln & York finds that nearly 40% of those aged 18 to 34 are drinking more coffee out of home than in previous years and are also more likely to customise their drinks to suit their tastes.

Lincoln & York surveyed more than 1,000 consumers in the UK between the ages of 18 and 65+, and almost a quarter of the respondents said they are drinking more coffee today than they were five years ago — a trend predominantly driven by younger consumers. Approximately 40% of those aged 18-34 report increased out-of-home coffee consumption. In contrast, almost 45% of consumers aged 55+ are drinking less coffee away from home than they were previously.

Lincoln & York’s research further revealed that 75% of consumers in the 18 to 34 group ‘always’ or ‘occasionally’ opt for a flavoured syrup in their coffee. The report published to mark the company’s 30^th anniversary, also finds that consumers still favour traditional sweet flavours, with caramel ranking as the top syrup choice, followed by vanilla and then hazelnut (and then chocolate and cinnamon, respectively).

The research also found that whether through flavour preference or dietary requirements, 37% of those aged 18 to 34 now choose alternative milks, such as oat, almond, soy, or coconut, in their coffee. This preference for alternative milks also extends to iced coffee options with the younger age bracket twice as likely to choose alternative milk in their iced coffee than those aged 55+.

Additionally, according to the report, iced coffee ranks as the third favourite coffee option among younger consumers, ahead of the ever-popular flat white and cappuccino. Conversely, iced coffee is one of the least popular drinks amongst those aged 55+-with less than 3% stating this was their drink of choice away from home. [Among all survey participants, the most popular coffee by type is latte, cappuccino, flat white, filter coffee and black Americano.]

Lincoln & York’s research also found several significant changes in coffee preferences over its three decades in the industry.

When the business first started roasting coffee back in 1994, a dark roasted blend of Arabica and Robusta beans was the core offering. Today, changing consumer tastes mean the business sees a much bigger demand for 100% Arabica blends, and for medium-lighter roasts, which allow the individual flavours of the coffee to stand out.

Over the past decade specifically, Lincoln & York has also seen a major uptake in demand for speciality coffee. Almost half of those surveyed in the independent research have said they would ‘always’ or ‘occasionally’ pay more to try a special blend or single origin coffee, demonstrating this demand for new and increasingly higher quality coffee options in recent years.

“During our 30 years in the industry, we’ve experienced the rise of UK coffee culture and have played a key role as menus have evolved from white or black coffee to the ultra-customisable and even experimental coffee offerings we see today,” said Ian Bryson, managing director at Lincoln & York, adding, “with younger consumers more likely to customise their drink or opt for speciality coffee, this trend is set to continue.”

To meet these evolving needs, Bryson noted that “operators need to embrace customisation and signpost the options they have available for consumers to make their drink their own. Customisation also presents an opportunity for operators to demonstrate their expertise, for example by recommending a blend or roast profile to best suit a certain milk alternative.

From how often consumers go out for coffee to the drinks they are choosing and how they are choosing to drink them, it’s evident from the research that coffee drinking habits in the UK are evolving. Per Lincoln & York’s report, “younger consumers are going out more, and opting for iced coffees, alternative milks and flavoured syrups. Whereas older consumers are choosing to stay in and are opting for hot, milky coffees. These trends may indicate the future direction for the UK coffee market, with a growing emphasis on diversity and customisation in coffee offerings.”

Download Lincoln & York’s full consumer coffee trends report here.

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GCI is an independent organisation representing coffee shop and food-to-go segments around the world. Together, members share a united industry voice and benefit from deep insight, thought leadership, strategic guidance and critical business intelligence.

Supported by World Coffee Portal’s 23-years’ industry expertise, GCI provides a platform for organisations to shape the future of the global hospitality industry and forge stronger business outcomes.

GCI’s mission

GCI’s mission is to provide an independent voice for every corner of the global coffee industry in shaping a sustainable and profitable future. Businesses will share best practice, inform key policy and generate new business opportunities across key areas including:
• Vision leadership
• Skills & career development
• Climate change & sustainability
• Technology advances
• Supply chain & logistics
• Consumer and societal trends affecting the coffee industry
• Fair, equal & best business practice
• Business risks
• Long-term Covid-19 impact

Adrian Cook, UK & Ireland chief operating officer, Costa Coffee said: “As we emerge stronger from the Covid-19 pandemic, we remain focused on adapting to new consumer trends, habits and expectations. Across our industry we see many growth opportunities and potential headwinds that require clear thinking and insight to help us continue to delight our consumers. As such, we’re excited to join the GCI, which will provide us with a wealth of insight and experience that we can use to serve even more cups of great coffee, to more people, more often.”

Commenting on the GCI’s mission to ensure businesses can thrive in a new era of hospitality excellence, Jeffrey Young, CEO and founder, Allegra Group said: “After nearly 25 years working in the coffee sector, I am proud to announce the launch of The Global Coffee Institute, in association with World Coffee Portal and some of the most progressive brands from our sector.

“In times of profound change and vast opportunity, never has it been so important for our industry to have access to independent, authoritative research and analysis, along with the sharing of industry knowledge for the benefit of our entire industry.”

Kamal Bengougam, group director of business development and marketing, Eversys, commented, “I was incredibly excited to hear about Jeffrey’s vision to create a united platform for the global
coffee and hospitality industry. Today, I am delighted the Global Coffee Institute has realised this vision and even more delighted that Eversys is an integral part of this bold new initiative.”

About GCI membership

GCI members benefit from World Coffee Portal’s global reach and international network of industry contacts. Members include key suppliers, major industry brands and leading coffee operators from around the world.

Supported by the 5THWAVE magazine and podcast media platforms, these organisations gain visibility and access to an influential industry network, and state-of-the-art business intelligence, to stay in tune and support the industry’s growth.

Leading brands can join the GCI at Foundation, Platinum or Standard membership. All members will receive support on how to maximise their opportunities and get the most out of their membership through our dedicated client services team.

For more information about how the Global Coffee Institute can benefit your business, contact:

Ruth Thompson, commercial director at rthompson@allegra.co.uk, or Hannah Heath, marketing manager at hheath@allegra.co.uk.

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