Coffee Trend 2025 – Coffee concentrate on the rise.

The year 2025 holds exciting developments in store for the world of coffee and coffee making, with coffee concentrates being one of them. It seems that people increasingly want convenience without compromising on quality. Coffee concentrate offers exactly that. In this article we explain what coffee concentrate is and present you some examples on the market.

No normal coffee, the outdoor coffee in a tube, celebrated its premiere in 2023 and has been available both online and in selected Swiss retail outlets such as Bächli, 2nd Peak and Transa since mid-2024. The coffee has caused quite a stir, particularly due to its unconventional packaging, which is more reminiscent of toothpaste or paint tubes. This design falls under what is known as ‘chaos packaging’, a term first coined by Michael Miraflor in April 2024. Interestingly, however, this packaging was not a deliberate marketing move, but arose from practical considerations: The tube is ideal for outdoor activities - lightweight, flexible and easy to handle.

Another highlight: no normal coffee is not only drinkable, but also edible. This discovery was made by chance during a tasting session by the inventors Philippe and Alexander, when they tried the coffee straight from the tube. The lightly sweetened coffee concentrate quickly conquered social media - whether as a spread, as a flavour enhancer in porridge or as a snack on a banana. The latter in particular enjoys great popularity among outdoor fans. The bold ones also eat coffee straight from the tube!

As a brand that sells coffee in a tube that's made for the outdoors, we were really curious about what's to expect in the year of 2025. For that we made some research and looked at what experts like the austrian coffee brand J. Hornig are predicting for the coming year of 2025.

Most of the articles on industry trends for coffee in 2025, as well as experts in the field, have identified one specific trend: coffee concentrate. We would like to briefly explain what coffee concentrate is and why it is expected for its popularity to increase.

Coffee concentrate stands for strong coffee made from roasted and ground beans. A special extraction method captures the flavours of the beans and returns them to the end product. As a result, coffee concentrate offers a high dose of caffeine in small quantities and impresses with its intense flavour - significantly stronger than conventional instant coffee.

A key advantage of the concentrate is that it is quick to prepare. Similar to ready-made meals, it can be infused with hot water or milk in a matter of seconds and provides an instant, tasty energy boost. This makes it particularly attractive for people who are pressed for time but don't want to compromise on taste and effect (Hornig 2024; Teplik 2024).

With an increasingly mobile lifestyle, demand for practical and efficient coffee solutions will continue to grow in 2025 (Müller 2024). Coffee concentrates meet this need perfectly and do not represent a return to classic instant coffee (Kalny 2024). Rather, it reflects the desire for uncomplicated, tasty yet modern coffee variants. Consumers today thus expect high-quality coffee and convenience on demand (Scanomat 2024).

No normal coffee, the outdoor coffee in a tube, combines the need for quick enjoyment, quality and versatility - whether as a hot drink, spread or snack during sportive activities.

No normal coffee respects the traditional coffee ritual, but offers a modern approach. Simple preparation is particularly important for outdoor adventures, whether on a mountain peak, on a bike tour or during a trail run. This is where the tube coffee scores: easy to transport, quick to use and full of flavour. Instead of relying on complicated equipment, it offers a practical solution that supports any activity without compromising on enjoyment.

Get yours now for your next outdoor adventure!