Gone are the days when, to enjoy a creamy cappuccino, you had to pick out an outfit, straighten your morning hair, convince a friend to come with you, and then go to the neighborhood coffee shop and wait for the barista to make it for you.
Of course, you can still do that if you want – but it seems that fewer and fewer of us are doing it.
Cafes started our love of coffee, but at some point we loved our daily cup of joe so much that we now brought it right into our homes. How and why did this happen? How has coffee evolved from something enjoyed exclusively on the go to a ritual so personal that no barista can quite replicate it? Let’s try to get to the bottom of the reasons for this change – and perhaps learn to appreciate our usual home brewing routines even more in the process.
Control and comfort instead of café convenience
Coffee drinkers’ growing preference for a home-brewed cup of coffee is not an isolated case; it is statistical. In the US, for example, coffee consumption at home is said to have increased from 79% to 85% between 2017 and 2021. A similar trend is being seen in Europe, and it doesn’t look like it’s slowing down any time soon.
What’s behind the statistics? It is predictable the pandemic. With access to our favorite cafés suddenly restricted, the only option for the brewing ritual was to go home. We have developed new routines around our daily cup of coffee; we bought coffee machines, milk frothers and grinders; We had a lot of time to experiment and finally discovered that with a little practice, homemade cappuccino can be just as good as the one served in trendy cafes! There’s no rush, no queues, no extra charge for almond milk… No wonder some of us have already lost our taste for the café experience now that coffee shops have reopened.
The growing demand for home brewing equipment has led to a growing supply of reliable, affordable and easy-to-use equipment. Equipped with intelligent coffee machines, practical barista tools, electric milk frothers and high-precision grinders, we are now able to easily tailor homemade coffee specialties exactly to our taste. The quiet domestic ritual of making ourselves a cup of coffee is much more individual, since no one but us is behind the wheel – or rather, in front of the portafilter. To put it simply: Since brewing at home is much easier to master, there is simply no reason not to do it!
From social spaces to social media
The pandemic not only brought us back to our homes but also took us to social media platforms. Clubs, pubs, restaurants and cafes have been replaced by Instagram, TikTok and YouTube. As our ability to physically connect with each other has been limited, social media has become a veritable social hub, a way to share our lives with others and see what they’re up to. So instead of chatting over a cup of coffee, we now sent pictures of our home-brewed creations back and forth.
Coffee has retained its social aspect, but the way we socialize has changed. Nowadays, the appearance of coffee is just as important as its taste. Sure, you can take a photo of Starbucks’ latest creation… But how much cooler is it to decorate your Instagram wall with a picture of your own carefully curated coffee corner at home or a caramel latte that you’re proud to say you made yourself? Whether it’s Dalgona coffee, matcha latte or espresso tonic, home brewing is the latest trend, transforming our kitchens into personalized coffee spaces designed to be shared, seen and admired online.
Brewing yourself: coffee as a craft
Not only has the way we share our coffee experiences changed – the way we prepare them is now different too. While previous generations viewed coffee primarily as a finished product sold in cafes, today’s young people view it more as a DIY project. This is part of a broader “do-it-yourself” trend: Gen Z and Millennials have grown weary of mass-produced, standardized items and now value the customized, authentic, and opportunity to acquire a new skill that do-it-yourself companies offer.
Today, our daily cup of coffee is more than just a caffeinated beverage, it is a way to express ourselves. How we brew and consume it is part of our identity – and that identity is far more unique and original when it’s not in the hands of a barista. The decision to make coffee at home has become a statement, a sign of someone who is not content with the bare minimum and is instead looking for unique experiences that are only possible in the comfort of a familiar kitchen. From elegant Chemex rituals to countertop milk frothers for silky-smooth milk froth, the way we make our coffee is now more part of who we are than ever.
Cheers to home brews!
Whether it’s a chatty cup of coffee at a corner cafe or an elaborate brewing ritual at home, it’s clear that coffee isn’t going anywhere. By moving into our kitchens, it has even further solidified its role in our daily lives. Now we just have to get started and enjoy it: after all, it’s rare to find such good roommates!
