By Mimi Whelan, consultant, William Murray
The coffee and café sector continues to be a hotbed of innovation – and this year’s Caffè Culture trade show proved just that. A key event for coffee professionals, the 2025 edition gave us a flavourful glimpse of where the industry is heading.
Here are six trends that brands and operators should be paying attention to:
Soft serve gets sophisticated
Soft serve is shaking off its nostalgic image and making waves in specialty spaces. Both Jersey Dairy and Rave Coffee leaned into the trend, with Rave stealing attention through an innovative Espresso Soft Serve. It’s a nod to coffee culture with a playful twist – perfect for experience-led hospitality brands.
There’s also growing appetite in restaurant settings, with Flat Iron offering a soft serve treat. Expect more operators to follow suit, especially as consumers crave experiential, Instagrammable takeaways.
Cold is gold
While hot coffee will always be a staple, the cold revolution is well underway. Almost every stand had ice-cold offerings on display: think RTD coffee cans, iced lattes, milkshakes, frappés, and iced matcha drinks.
Brands are responding to consumer demand for on-the-go refreshment that doesn’t compromise on taste, or caffeine. With colder drinks also pairing well with alternative milks and functional ingredients, this is a space that’s ripe for expansion.
Flavour exploration: seasonal & beyond
Flavour is where creativity is flourishing. Seasonal classics such as pumpkin spice and gingerbread were joined by more adventurous notes such as beetroot, masala, lavender, and turmeric. These flavours not only add depth and distinction, they speak to the increasing desire for wellness-forward menus.
For food and drink brands, this opens up opportunities for limited-edition launches, seasonal campaigns, and sensory storytelling.
Functional & wellness-driven blends
Health and functionality are baked into product development. From cognitive support to gut health, functional drinks were front and centre. Mushroom coffee blends (notably Lion’s Mane) were a big talking point, with both coffee and tea brands dialling up their nutritional credentials.
This shift signals consumer demand for more than a caffeine kick; people are seeking products that support daily wellness. Brands should consider how adaptogens, nootropics, and holistic ingredients can be communicated in an accessible, benefits-led way.
Alt-dairy dominance
Oat, almond, and plant-based milks remain the default across most sample offerings, especially in cold and matcha drinks. There’s also growing creativity in flavoured plant milks, showing how innovation is pushing beyond function into flavour experience.
With sustainability and dietary preferences driving adoption, the alt-dairy category is the norm, not the niche.
Matcha & chai – the long game
Matcha and chai have officially cemented their place in café culture. Whether in hot lattes or iced blends, these flavour powerhouses were everywhere. From Dalla Corte’s Moya Mango Matcha Latte to Sweet Revolution’s Japanese Matcha, the versatility of these drinks, paired with functional benefits, keeps them front of mind for consumers.
The focus on iced matcha in particular, shows its crossover appeal in warm and cold months alike. Expect continued innovation here, especially at the intersection of wellness, convenience, and indulgence.
Caffè Culture showed that consumers are increasingly looking for experiential products, functional benefits, plant-based and sustainable choices, innovative flavours and formats, and cold drinks that deliver on taste and convenience.
For brands and operators, the challenge – and the opportunity – lies in combining trend-forward ingredients with clear storytelling, seasonal relevance, and sensory appeal.
