The ‘third wave’ coffee movement is fueling growth of the Middle East’s coffee industry, which is expected to climb to $4.4 billion by 2021, according to Euromonitor International.
The new movement has seen a shift in consumer appreciation of coffee as an artisan, specialist and quality experience, rather than a commodity.
As a beverage with multi-cultural appeal, coffee consumption in the region is growing twice as fast as the global average, putting pressure on the foodservice industry to stay relevant to its customers.
Euromonitor
