Coffee business development trends

Shykina Olga
Candidate of Economic Sciences, Associate Professor, Department of Tourism, Hotel and Restaurant Business, Odesa National Economic University, Odesa, Ukraine, E-mail: katzchen.gusyeva@gmail.com, ORCID: https://orcid.org//0000-0001-5294-3367

Dykyi Pavlo
Teacher, Department of Tourism, Hotel and Restaurant Business, Odesa National Economic University, Odesa, Ukraine, E-mail: pavel_d2005@ukr.net, ORCID: https://orcid.org/0009-0008-8929-045X

Cite this article:

Shykina O., Dykyi P. (2024) Coffee business development trends. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Tendencii rozvytku kavovogo biznesu; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 12 (325), pp.124-130.

Abstract

This article presents a comprehensive analysis of current trends shaping the global coffee business. By examining the complex interplay of factors influencing both production and consumption, the study sheds light on the evolving dynamics of coffee supply chains, shifts in consumer preferences, fluctuations in international prices, and the rise of innovative approaches to product promotion. Particular attention is given to how climate variability affects crop yields, quality, and reliability of supply, as well as the role of technological modernization in enhancing efficiency, traceability, and sustainability throughout the value chain. The research also delves into the ongoing diversification of coffee assortments, reflecting the increasing demand for specialty varieties and ethically sourced products. Stricter quality standards, coupled with growing interest in certification schemes and transparency, drive producers and exporters toward continuous improvement. In this context, the formation of international strategic alliances among growers, processors, and distributors emerges as a key mechanism for stabilizing supply, strengthening brand recognition, and addressing the heightened expectations of global markets. Leading coffee-producing nations, together with prominent exporters and importers, shape the international competitive environment and influence the strategic decisions of all actors involved. Building on a solid theoretical framework, the study offers recommendations for domestic enterprises seeking to elevate their competitive position, adapt to rapidly changing global conditions, and incorporate innovative business solutions. Emphasis is placed on fostering resilience in the face of climate pressures, enhancing value addition through advanced processing techniques, and refining marketing strategies to align with evolving consumer values. The findings thereby contribute to a deeper understanding of transformation processes within the coffee industry and provide a conceptual basis for formulating informed, forward-looking management decisions that can guide sustainable growth and long-term profitability in an increasingly interconnected and dynamic marketplace.

Keywords

coffee, coffee business, global trends, competitiveness, innovation.

JEL classification: D120; L100; DOI: https://doi.org/10.32680/2409-9260-2024-12-325-124-130

UD classification: 338.488.2:640.43](477)(045)

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