World Coffee News, October 10th
Coffee World News: Consumption Drops, Tariffs Persist, and Sustainability Shifts
The global coffee landscape is in flux. From declining consumption in Brazil—the world’s coffee powerhouse—to continued import challenges and a shift in how sustainability is prioritized, the market is facing pressure from multiple sides. This week’s Coffee World News looks at how these trends are shaping the future of coffee consumption, trade, and ethics.
Consumption of Brazilian Coffee in Decline, Suggests Study
A recent survey of 4,000 Brazilian coffee drinkers has revealed a surprising trend: coffee consumption in Brazil—the world’s second-largest coffee market after the United States—is in decline.
According to the study, 24% of respondents reported drinking less coffee in 2025, a sharp increase from the usual single-digit declines seen in previous years. The main reasons cited were rising food prices and ongoing supply issues, which have made daily coffee consumption less affordable for many households.
This trend is particularly striking given Brazil’s deep-rooted coffee culture. Coffee is a part of daily life across all demographics, with small, strong cups of cafezinho served throughout the day. But as inflation continues to squeeze household budgets, even staple items like coffee are being consumed more sparingly.
Brazil is not just a coffee producer—it’s also a massive consumer, accounting for nearly 15% of global coffee consumption. A domestic slowdown could have ripple effects across the global supply chain, particularly if local demand weakens enough to affect internal pricing or export priorities.
Industry experts warn that this decline could also signal changing consumer habits, with younger generations in Brazil opting for other beverages such as tea, energy drinks, or ready-to-drink cold brews. If the trend continues, it may challenge long-held assumptions about the strength and stability of coffee demand in producing countries.
Tariffs Continue to Affect Coffee Imports
Meanwhile, on the global trade front, tariffs continue to disrupt the flow of coffee between Brazil and the United States. New data shows that coffee imports fell by nearly half in August, followed by an additional 29% decline in September.
For two of the world’s largest coffee economies, these numbers highlight the economic strain tariffs have introduced into an already delicate relationship. Brazil’s Council of Coffee Exporters (Cecafé) has warned that unless tariffs are eased, exports could continue to fall further in the coming months.
Despite these setbacks, recent reports suggest that diplomatic relations between the two nations have improved slightly, raising hopes that a resolution could be on the horizon. Still, even with more amicable negotiations, the practical challenges of adjusting trade terms, shipping logistics, and pricing structures will take time.
Other coffee-importing countries have increased their demand for Brazilian beans in response to the tariffs, helping to offset some of the losses. However, analysts say that no combination of markets can replace U.S. demand, which remains a cornerstone of Brazil’s export economy.
For U.S. roasters, reduced Brazilian imports are already being felt. Many are turning to alternative origins — such as Colombia, Peru, or Vietnam — to fill the gap. But those shifts come with their own risks, as availability, flavor profiles, and pricing differ widely. The result is an increasingly fragmented supply chain that puts pressure on consistency, quality, and cost.
Sustainability Less Important in Volatile Times
While trade and consumption patterns fluctuate, another subtle but important change is happening within the specialty coffee sector: a shift in priorities around sustainability.
For years, sustainability — and its companion values of transparency and traceability — have been at the heart of specialty coffee. Roasters and importers paid higher prices for ethically sourced beans to ensure fair wages for producers and environmentally responsible farming practices. Coffee shops, too, paid premiums for compostable packaging, recyclable materials, and plant-based milks to align with consumer expectations.
But now, amid record-high raw bean prices, many in the industry are quietly rethinking their approach. Margins are tightening, and businesses are being forced to make difficult choices between values and viability.
Rather than dropping sustainability altogether, many roasters are adopting more personal, relationship-based sourcing strategies. By building direct partnerships with producers—rather than relying solely on certifications or third-party audits—they hope to maintain ethical standards while managing costs more effectively.
This shift reflects a broader trend: in volatile times, pragmatism often replaces idealism. Roasters still care deeply about sustainability, but the ways they express and implement it are changing. The focus is now less on labels and more on relationships — on trust, long-term contracts, and mutual understanding between buyer and farmer.
For consumers, this could mean fewer overtly “eco-labeled” coffees on the shelf, but also more genuine transparency behind the scenes, as direct trade models take center stage.
Final Thoughts
From declining consumption in Brazil to tariff-driven disruptions and changing sustainability priorities, the coffee industry is being reshaped by both economic and social pressures.
Brazil’s slowdown in domestic coffee drinking underscores the vulnerability of even the strongest markets when faced with inflation and uncertainty. Ongoing trade tensions continue to strain supply chains and push prices upward, forcing businesses to adapt. And within the specialty sector, sustainability is evolving from a public-facing promise to a more personal and pragmatic practice — one defined by direct relationships rather than certifications.
Yet despite these challenges, the resilience of the coffee community remains clear. Farmers are innovating, roasters are adapting, and consumers continue to seek out coffees that connect them to both people and places. The cup may cost more, but the passion behind it endures.
Photo by Pixabay: https://www.pexels.com/photo/coffee-on-saucer-beside-the-notebook-414551/
