April 24, 2025 – In Asia Pacific, coffee is an icon for an instant energy boost. It is preferred by consumers for its different flavors and textures. Innova’s 360 research into coffee trends reveals that the expanding variety in coffee is driving innovation and sales. Additionally, it also highlights the different origins and craftsmanship that are growing in the market and displays future opportunities that may develop in the future.
Coffee Product Launch Trends
There has been a 12% CAGR growth in coffee launches over the past three years across the region. In Asia Pacific, Japan leads the market for coffee launches, followed by India, Malaysia, South Korea, and Indonesia.
1 in 4 consumers in Asia Pacific have increased their consumption of hot coffee due to greater variety and novelty available in the market. Bean type, brew styles, origin, roast profile, packaging, flavors, and health aspects are key features of coffee’s diversity in the region. Meanwhile, robusta, arabica, mocha, Americano, and espresso product bases are expanding in the market. Additionally, whole bean, ground, instant, drip coffee bags, pods, and liquid extracts are driving new product launches.
Top Coffee Brands and Companies
In Asia Pacific, Nestlé is top company for product launches. It is followed by Nestlé Nespresso, Jacobs Douwe Egberts, UCC Ueshima Coffee, and Ajinomoto AGF. These well-known companies make substantial contributions to the competitive landscape. Coffee trends research shows that these top 5 companies account for 26% of coffee subcategory launches in the region over the past year.
57% of consumers in the region consider the product quality as the top attribute in coffee beverage brands. It reflects Innova’s top trend of 2025, ‘Ingredients and Beyond,’ revealing that as demand for added value in coffee grows, elevating quality beyond ingredients through expertise and innovation becomes essential for brands and companies. Brands are tapping into this trend and launching products like Starbucks Dark Roast Soluble Coffee with Finely Ground Roasted Coffee, highlighting high-quality Arabica coffee beans. Similarly, Sod Coffee Medium Roast Organic Drip Bag Coffee showcases high-quality coffee beans.
Coffee trends research shows a 42% growth in single-origin coffee launches in Asia Pacific. Several brands are displaying single-origin coffee on packaging to showcase authenticity, high-quality selections, and craftsmanship. Additionally, they are using various processing methods like honey processing, freeze-drying, and ground bean wrapping techniques catering to consumers seeking quality and variety.
Claims and Positionings Trends
Halal, indulgent and premium, vegetarian, traditional, and no additives or preservatives are the top 5 positionings for coffee launches in Asia Pacific. Brands are enhancing coffee’s credibility through simple and clean formulations, such as free from additives or preservatives, and organic and natural ingredients.
More than half of consumers in Asia Pacific are extremely aware of the impact of climate change, making sustainable sourcing as important clean label aspects in the region. Brands are responding by prioritizing sustainable sourcing and aligning with ethical purchasing trends. This reflects another Innova’s top trend of 2025, ‘Climate Adoption,’ highlighting that coffee brands and consumers must balance personal values with sustainable choices, ensuring ethical sourcing, eco-friendly packaging, and clean labels to prevent environmental issues.
Traditional and Seasonal Indulgence Trends
In Asia Pacific, 4 in 5 consumers prefer food that reflect their culture and diversity as important values in their diets. Brands are responding to this preference, by focusing on authentic regional coffee selections and handcrafted options. They are also launching festive varieties for Christmas, Halloween, and other seasonal or limited edition flavors to enhance appeal. These diverse offerings keep coffee exciting, catering to evolving consumer preferences with traditional and seasonal indulgence.
Coffee Flavors and Ingredients Trends
Coffee trends show that hazelnut is the top flavor in product launches. Italian flavor is growing in the Asia Pacific coffee market.
New product launches are tapping into health-driven trends by incorporating botanical ingredients like ashwagandha and reishi mushrooms. Additionally, formulations targeting gut and immune health, along with low/no/reduced sugar options to attract calorie-conscious consumers, make these products more appealing and functional.
What’s Next in Coffee Trends?
The coffee market in the Asia Pacific is evolving as consumers increasingly seek health-conscious choices and options that align with environmental concerns. Coffee diversity is expanding with beans sourced from diverse regions, premium single-origin options, and high-quality selections. Brands can boost convenience by focusing on pre-packed coffee with cups to enhance on-the-go ease, offering a hassle-free solution for busy consumers seeking quick and portable enjoyment.
In Asia Pacific, consumers are looking for variety and diverse flavors in coffee. Brands can introduce fusion beverages combining tea and coffee that offer a unique balance of flavor and caffeine, appealing to adventurous consumers seeking new taste experiences. They can also incorporate flavors like cake, brownie, and pudding to satisfy consumer cravings for rich, café-style experiences in every cup.
As consumer demand for variety and quality grows, brands are likely to have opportunities to innovate limited-edition offerings with adventurous flavor profiles.
This article is based on Innova’s Overview in Coffee in Asia Pacific report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
