Coffee lost the spotlight – and that is great news

This talk explores the new relationship between a generation of consumers and coffee. We will examine the silent return of the third place, cafés as spaces for connection, pause, and identity, and contrast it with an equally powerful trend: coffee stepping back from the spotlight, becoming an ingredient rather than an experience in itself. From matcha lattes to functional drinks and menus where food takes the lead, younger consumers are redefining what coffee means to them. Together, we will map where these two movements intersect, what they tell us about current consumer behavior, and what they imply for the future of coffee culture in Spain.