Insight of the Day: Coffee shops need to stand out with customised beverages – and East Asian brands are setting the bar
- InsightTrendsWorld
- Feb 5
- 6 min read
Why It Is Trending Beverage customisation is reshaping the coffee industry as consumers—especially Gen Z—demand personalized, visually appealing drinks that offer both indulgence and value for money. This trend is fueled by the desire for unique experiences that go beyond a standard cup of coffee, incorporating creative flavour pairings, functional ingredients, and artistic presentation.
Overview The article discusses how coffee shops are leveraging beverage customisation to differentiate themselves in an increasingly saturated market. While traditional offerings such as pumpkin spice lattes and cold brew sweet cream cold foam have long been popular in Western markets, East Asian brands are setting new standards with innovative creations like Dalgona coffee, bubble tea-inspired drinks, and unconventional flavour combinations. The piece highlights the global influence of East Asian trends and examines insights from industry experts in the Philippines and China.
Detailed Findings The article presents several key observations:
Global Shift in Consumer Preferences: Consumers now want to tailor their drinks by adding syrups, cold foam, and functional ingredients, transforming a coffee beverage into an immersive experience.
Regional Innovation: East Asia’s coffee market—expected to exceed US $9.5 billion by 2029—is at the forefront of inventive customisation, with offerings that include cheese foam, boba, taro paste, and even onion-infused lattes.
Social Media Influence: Platforms like Instagram and TikTok have accelerated the trend, as visually striking drinks become “Instagrammable” and attract younger consumers.
Expert Insights: Industry leaders, such as Andre Chanco from the Philippines and Felipe Cabrera from China, emphasize that innovation must balance creativity with market familiarity to effectively engage customers.
Key Takeaway Customised beverages are no longer a mere novelty; they are essential for coffee shops to stand out and cater to a modern, experience-driven consumer base. By blending innovative flavour profiles with personalized service, coffee brands can capture the attention of a diverse and trend-conscious audience.
Main Trend Beverage Customisation RenaissanceThis trend encapsulates the shift toward personalized, visually stunning coffee creations that combine traditional elements with innovative, culturally inspired twists. It reflects a broader move toward experiential consumption where the drink becomes both a product and a canvas for creativity.
Consumer Motivation Consumers are driven by a desire to express their individuality through the products they consume. They seek out beverages that not only satisfy their taste buds but also offer a unique, customizable experience—one that is shareable on social media and aligns with their lifestyle of exploration and creativity.
What Is Driving the Trend The trend is propelled by multiple factors:
Evolving Palates: A growing appetite for non-traditional and diverse flavour combinations.
Visual and Experiential Appeal: The importance of aesthetics in the digital age, where a drink’s presentation is as crucial as its taste.
Cultural Influence: The global reach of East Asian food and beverage trends, which introduce novel ingredients and preparation methods.
Convenience and Quality: Younger consumers value ready-to-drink, customisable options that maintain high quality without sacrificing speed or convenience.
Motivation Beyond the Trend Beyond the immediate allure of novelty and visual appeal, consumers are motivated by the broader desire for self-expression, cultural exploration, and a deeper connection with the brands they choose. This trend also reflects an underlying shift toward experiential consumption, where every purchase is an opportunity to engage with a lifestyle narrative that emphasizes innovation, sustainability, and authenticity.
Description of Consumers Referenced in the Article The trend primarily attracts:
Age: Millennials and Gen Z, though it is also appealing to older consumers who appreciate creative and high-quality offerings.
Gender: It is gender-neutral, resonating equally with all consumers.
Income: Typically middle to upper-middle income individuals who are willing to pay a premium for a bespoke, high-quality experience.
Lifestyle: These consumers are digitally savvy, value authenticity, and seek out unique, Instagrammable experiences that reflect a modern, cosmopolitan lifestyle.
Conclusions The article concludes that beverage customisation is a powerful tool for coffee shops seeking to differentiate themselves in competitive markets. East Asian brands demonstrate that innovation—when executed with an understanding of local tastes and global trends—can create signature drinks that capture consumer imagination and loyalty.
Implications for Brands
Innovation and Differentiation: Coffee shops should invest in developing unique, customisable beverages that offer a mix of traditional and innovative flavours.
Cultural Adaptation: Brands can draw inspiration from East Asian trends while tailoring offerings to suit local preferences.
Social Media Engagement: Visually striking and “Instagrammable” drinks can serve as effective marketing tools to attract a younger, digital-first audience.
Implications for Society The rise of customised beverages reflects broader societal trends toward personalization and experiential consumption. This shift promotes cultural exchange by incorporating diverse flavours and presentation styles, ultimately contributing to a more dynamic and interconnected food and beverage landscape.
Implications for Consumers Consumers benefit from a wider array of choices that cater to their individual tastes and lifestyles. Customisation offers them the ability to experiment with flavour and presentation, creating a more engaging and personalized drinking experience that aligns with their identity and values.
Implications for the Future Looking forward, the trend toward beverage customisation is likely to deepen, driven by ongoing innovations in flavor development and digital marketing. Coffee shops that stay agile and responsive to consumer preferences will continue to lead in market share, while the integration of local cultural elements will help global brands remain relevant in diverse markets.
Consumer Trend Trend Name: Experiential Beverage CultureDetailed Description: Consumers are increasingly seeking out beverage experiences that are personalized, visually appealing, and culturally enriched. This trend is defined by a desire to not just drink coffee, but to engage with it as an art form that reflects individual identity and global culinary influences.
Consumer Sub Trend Trend Name: Social Media-Driven CustomisationDetailed Description: A sub-trend where consumers prioritize drinks that are tailor-made for sharing on social platforms. These beverages combine innovative ingredients and striking visual presentation, enabling consumers to express their personal style and connect with digital communities.
Big Social Trend Trend Name: Digital Age PersonalisationDetailed Description: In an era dominated by social media and digital expression, personalisation has become a central consumer value. This trend spans various industries, driving brands to offer customizable products that reflect individual preferences and lifestyles.
Worldwide Social TrendTrend Name: Global Fusion of FlavoursDetailed Description: With globalization and the easy exchange of cultural ideas, consumers around the world are embracing a fusion of traditional and modern tastes. This trend has led to the cross-pollination of culinary practices, evident in the rising popularity of East Asian-inspired custom beverages in Western markets.
Social Drive Trend Name: Authentic Experience SeekingDetailed Description: Consumers are increasingly motivated by the desire for authenticity in every aspect of their lives, including their food and drink choices. They seek experiences that feel genuine, culturally rich, and reflective of their personal values, driving demand for highly customised and innovative beverages.
Learnings for Brands in 2025Brands should recognize that beverage customisation is not merely a fleeting trend but a fundamental shift in consumer behavior. Embracing this trend requires continuous innovation, cultural sensitivity, and a commitment to delivering high-quality, personalized experiences that resonate across digital and physical channels.
Strategy Recommendations for Brands in 2025
Develop Signature Customisation Options: Create a menu of bespoke beverages that can be adapted to suit various tastes and preferences while maintaining a core brand identity.
Leverage Digital Platforms: Utilize social media and influencer partnerships to showcase the creativity and uniqueness of your offerings, encouraging user-generated content.
Balance Innovation with Tradition: Introduce novel flavour combinations that remain accessible by incorporating familiar ingredients to bridge the gap between innovation and consumer comfort.
Invest in R&D: Continuously experiment with new ingredients and preparation methods to stay ahead of emerging trends and consumer demands.
Engage Local Markets: Adapt global trends to fit local consumer tastes, ensuring that customisation options are both innovative and culturally relevant.
Final Sentence (Key Concept)Beverage customisation is transforming coffee into an immersive, personalized experience—driven by innovation, cultural fusion, and the digital age’s demand for authenticity—paving the way for coffee shops to stand out in a competitive global market.
What Brands & Companies Should Do in 2025To capitalize on this trend, brands should invest in innovative product development, embrace digital storytelling, and forge strategic partnerships with local influencers and culinary experts. By integrating both global trends and local preferences, companies can create customised beverages that not only capture consumer interest but also drive long-term loyalty and market differentiation.
Final Note
Core Trend: Beverage Customisation Renaissance
Detailed Description: A transformative movement in the coffee industry where personalised and culturally inspired drinks create immersive experiences that redefine traditional beverage consumption.
Core Strategy: Integrated Creative Innovation
Detailed Description: Combining inventive flavour pairings, visual appeal, and local cultural influences to craft bespoke beverages that resonate with modern consumers and enhance brand identity.
Core Industry Trend: Experiential and Digital Age Offerings
Detailed Description: The convergence of digital media, social influence, and experiential consumption drives the creation of products that are both innovative and deeply personal, setting new standards for customer engagement.
Core Consumer Motivation: Authentic Personal Expression
Detailed Description: Consumers are driven by a desire for authenticity and individuality in their food and beverage choices, seeking products that allow them to express their unique identities while engaging with global culinary trends.
Final Conclusion Customised beverages represent a pivotal evolution in the coffee industry, merging innovative flavours and cultural influences with the demands of a digitally connected, experience-driven consumer base. Coffee shops that harness this trend by balancing creative innovation with local familiarity will not only stand out in today’s competitive market but will also pave the way for a more personalized and engaging future in beverage consumption.
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