For years, coffee in South Africa was largely about one thing: getting through the morning.
A spoonful of instant coffee, hot water and milk was enough. Now the humble cup is getting far more attention. Drinkers want to know where their beans come from, how they were processed and what flavours they should expect.
Across Cape Town, Johannesburg and Durban, coffee shops are becoming places to explore rather than simply places to refuel.
Younger consumers in particular are showing greater interest in specialty coffee, alternative brewing methods and single-origin beans, turning coffee into part of their lifestyle.
Despite pressure on household budgets, coffee consumption remains resilient. Consumers may be more careful about spending, but they are not necessarily giving up quality.
“Despite market pressures, Douwe Egberts had a strong 2025, with increased market share largely driven by our product diversification strategy and focus on authentic coffee formats,” said Mbulelo Mashilo, brand manager at Douwe Egberts.
From instant to intentional
Instant coffee still dominates the South African market, with Ricoffy maintaining a strong following. Andrew Fulton, director at consumer strategy firm Eighty20, said coffee continues to hold an important place in everyday life.
“Coffee is not just a beverage; it signifies a cultural lifestyle choice that continues to thrive even in tough economic climates,” Fulton said.
Eighty20 data shows that ground coffee drinkers consume about 1.8 cups a day compared with 1.7 cups among instant coffee drinkers. Among higher income consumers, average consumption rises above two cups a day.
The shift towards specialty coffee does not mean instant coffee is disappearing. Instead, South Africans are becoming more willing to explore different formats and occasions. A morning cup at home might still be instant while a weekend visit to a specialty coffee shop becomes an opportunity to experiment.
A new generation of coffee drinkers
South Africa has a long relationship with robust coffee flavours. Traditional moerkoffie, made by boiling ground coffee over a fire, remains part of the country's coffee heritage and is often associated with camping and outdoor escapes.
But a younger generation is approaching coffee differently. Starbucks national barista champion Musawenkosi Mosikili said consumers are becoming more curious about what is in their cup.
“Five years ago, for many people, coffee was simply about getting that caffeine fix. Today, consumers are asking more questions: Where does the coffee come from? How is it processed? What flavour notes should I expect? What method is best?”
That curiosity is changing what people order. Flat whites, cortados, pour over coffee, cold brew and iced coffee are gaining attention alongside single origin beans and alternative milk options.
More importantly, consumers are becoming more specific about flavour.
“Someone might say, ‘I want something chocolatey and nutty’ rather than simply asking for a coffee,” Mosikili said.
Is good coffee a luxury?
Specialty coffee can carry a premium price, but Mosikili believes that better coffee does not automatically have to mean expensive coffee.
“It’s becoming more accessible, but there is still a perception that good coffee is a luxury,” he said.
For consumers, education can make the difference. Understanding the origin of a bean, its processing method and the skill involved in roasting and brewing can help explain why some coffees cost more.
Mosikili also challenges one of the most common coffee assumptions: that stronger tasting coffee contains more caffeine.
“Roast level, brewing method, dose and the type of coffee all influence what you’re experiencing,” he said.
His advice is simple: stop drinking coffee on autopilot.
“Take a moment to actually taste it. Pay attention to the aroma, acidity, sweetness, body and finish.”
The next coffee chapter
The growth of specialty coffee is happening alongside a demand for convenience. Statista expects South Africa's coffee market to grow between 2024 and 2028, driven partly by increased consumption at home and demand for premium options that are easy to prepare.
Mashilo expects that trend to continue, particularly through ready to drink coffee, capsules and refill formats.
“Consumers are still under pressure, which is why value-driven options like refill pouches are gaining traction,” he said.
lutho.pasiya@nationalmg.co.za