MILAN – The trade fair Anuga Hot Beverages under the roof of Anuga offers unique business opportunities especially from the synergies of the different business areas tea, coffee and cocoa.
Taking place in Cologne, from October 4 to 8, 2025, Anuga Hot Beverages offers a comprehensive programme consisting of presentations, tastings and networking events, which cover the entire spectrum of the hot beverage industry and set forward-looking impulses.
Worldwide consumers are frequently turning to hot beverages when they want to treat themselves. Here, natural ingredients are a decisive factor for their purchasing decisions.
“Organic” is the most frequently used health statement, whilst “plant-based” is experiencing the fastest growth.
The trend is clearly going in the direction of traditional coffee with a larger variety of special beans and roasts. At the same time, the tea market is also experiencing a renaissance and the cocoa sector is also showing exciting developments with premium cocoas and innovative mixtures.
About the development on the hot beverage market*:
The innovation activity on the global hot beverage market has reached a climax since 2019 with an average annual growth rate (CAGR) of 3%. Asia recorded 30% of the new launches, followed by Western Europe with 28%. Africa and the Middle East grew the fastest with 16% and 7% respectively. China, India and Japan are showing the strongest growth in Asia with a CAGR of 18%, 10% and 4% respectively.
Product categories and consumer trends*:
– Top category for hot beverages: Tea is currently dominating the new launches on the hot beverage market with a share of 46%, followed closely by coffee with 45%. However, coffee shows a more dynamic growth of 4% compared to 1% for tea, which indicates that coffee could soon take over the leading position. Malt and other hot beverages are recording significant growth of 7%.
– Consumer influence: 28% of the consumers worldwide are turning to hot beverages like coffee, tea and hot chocolate when they want to treat themselves. Particularly in Asia, the countries China, India and Japan are also displaying the strongest growth with annual growth rates of 18%, 10% and 4% respectively. Africa and the Middle East are also markets that are experiencing strong growth with growth rates of 16% and 7% respectively.
– Popular health and selection claims: Natural ingredients and organic products play a decisive role in the purchasing decisions of the consumers. In the case of coffee the most frequent claim is “from real ingredients/natural” (25%), for tea it is also “from real ingredients/natural” (28%). “Organic” is the most frequently used health claim for new launches (16%), whilst “plant-based” is the fastest growing claim with an annual growth rate of 48%.
*Source: Anuga knowledge partner, Innova Market Insights
