Each week, TODAY’s long-running Big Read series delves into the trends and issues that matter. This week, we look at what’s brewing in Singapore’s growing coffee landscape, and what its next frontier could look like. This is a shortened version of the full feature, which can be found
One international chain describes Singapore as an “extremely challenging market” while experts say that coffee businesses would do well to find their unique value proposition and innovate “Before 2016, I actually hated coffee. I just felt it was something bitter that is not worth appreciating.” “It was a S$20 cup, and I’m ashamed to say that I just threw my money at it,” said Mr Chu, adding that the experience was well worth it.
Mr Tay, who did not want to give his full name, told TODAY in Mandarin that he drinks about one to two cups ofStill, Mr Tay — who was enjoying a cup by himself at Ya Kun Kaya Toast on a weekday afternoon — said he would not go out of his way to drink coffee. To cater to the growing market of coffee consumers, international chains and specialty coffee shops have popped up around the island over the years.
“Clearly for upscale chains, Singapore is an obvious choice as there is a mature market of coffee drinkers who are willing to pay high prices for good coffee and ambience.” Mr Sydney Teo, the director of Kopi & Tarts — a local brand serving traditional Nanyang coffee and baked pastries — told TODAY that it hopes to have up to 20 to 25 outlets in Singapore within the next three years.Still, trying to enter or expand — much less, sustain and succeed — in such a competitive and saturated market is no walk in the park for any coffee business, local or foreign.
While getting a caffeine kick was top priority in the past, “third wave” coffee drinkers are discerning consumers who are conscious of the beverage’s supply chain, its social and environmental footprints, and coffee quality — which has elevated coffee’s status to one almost synonymous with the “finer way of life” today.
The Perfect Daily Grind said that third wave coffee is centred on increasing coffee quality, more direct trade, sustainability, and innovative brew methods — and consumers are generally happy to pay more to enjoy it. Ms Elysia Tan, co-founder of Homeground Coffee Roasters, said such specialty coffee capsules could be a hit in Singapore, where it is “very hard to slow down” and people may find it difficult to introduce coffee-brewing to their daily routine, even if they wanted to.Ms Elysia Tan, co-founder of Homeground Coffee Roasters, said specialty coffee capsules could be a hit in Singapore. Ms Tan was second runner-up at the World Brewers Cup 2022.
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