As the slow aging trend spreads, interest is growing in ways to reduce caffeine intake. Slow aging is a method of aging healthily by slowing the body's aging rate. This aging management includes the appropriate consumption of 1 to 2 cups of coffee per day. Excessive caffeine intake is said to be detrimental to health. Consequently, decaffeinated coffee and "alternative coffee" are gaining attention worldwide.
Alternative coffee is a beverage that mimics the taste of coffee without using coffee beans. It first emerged years ago in response to decreased coffee bean production due to climate change, but it has recently gained interest as the slow aging trend picks up.
According to the related industry on the 24th, the first specialty alternative coffee café opened in Jongno-gu, Seoul, last October. This café creates coffee flavors like Americano and latte using over 12 natural ingredients without coffee beans. Instead of a conventional espresso machine, a tap is installed in the store. Customers can add various boosters according to their needs. Those wanting caffeine can add a vitamin mix-based "alternative caffeine," while those desiring restful sleep can include a "sleep booster" in their drinks.
Consumers are responding, "I often drink more than 2 to 3 cups of coffee a day, and I'm satisfied because I can enjoy a flavor similar to coffee without caffeine." The price is set at 4,500 won for an Americano, which is slightly less expensive than the Starbucks Americano tall size (4,800 won).
Alternative coffee emerged primarily in response to climate change. U.S. food tech startups such as "Atomo" and "MUD/WTR" are representative examples. Established in Seattle in 2019, Atomo developed "molecular coffee" by extracting coffee compounds from superfoods cultivated on farms and upcycled food products.
It upcycled food waste such as date seeds, chicory root, grape skins, sunflower seed hulls, and watermelon seeds to recreate the structure of coffee molecules. Various types of alternative coffee, including cold brew and grain lattes, have been developed and are currently sold in over 70 coffee shops in the United States.
"MUD/WTR" developed alternative coffee using organic Kakao, masala chai, chaga mushrooms, turmeric, and cinnamon. According to the U.S. market research firm Statista, MUD/WTR was among the fastest-growing American consumer goods corporations based on sales in 2022. It reportedly experienced a 10,430% increase in sales from 2020 to 2022, marking a hundredfold increase over three years. In addition to this, various alternative coffee brands have emerged, such as "RYZE," known for mushroom coffee, "Teeccino," which focuses on herbs, and "Pero," based on barley.
In Korea, alternative coffee began to gain recognition centered around barley coffee. In 2019, the Rural Development Administration developed barley coffee by mixing black barley with coffee beans, but it did not receive significant attention as it was noted to have a stronger barley taste than coffee.
An industry representative noted, "Korea has the highest per capita coffee consumption in the world, so there is a strong preference for traditional coffee," but added that "as interest in health rises, trend-sensitive consumers have begun to take an interest in alternative coffee."
Coffee beans can be problematic due to leftover pesticides during cultivation and harvesting, and caffeine can cause diuretic effects leading to dehydration issues, but alternative coffee is free from these problems.
With coffee bean prices skyrocketing due to climate change, alternative coffee is receiving increased attention. Severe droughts, pests, and typhoons have led to decreased production in major coffee bean-producing countries like Brazil and Vietnam. The price of beans has surpassed $4 per pound, marking the highest level since the great freeze in Brazil in 1977. By 2050, it is estimated that nearly half of the coffee cultivation areas in Central and South American countries, Southeast Asia, and India may disappear.
According to the Korea Trade-Investment Promotion Agency (KOTRA), the alternative coffee market, valued at $2.7 billion (about 3.5 trillion won) as of 2022, is expected to grow to $5.3 billion (about 6.85 trillion won) by 2030. The annual growth rate is projected to reach 8.9%.
However, there is not only a positive perspective on alternative coffee. An industry insider mentioned, "While alternative coffee can address health issues as well as environmental concerns during production, it would take considerable time for alternative coffee to replace the existing massive coffee bean market." Genuine coffee offers a rich aroma that fills a space and satisfies consumer emotions, but currently, alternative coffee struggles to meet consumer satisfaction in this regard.
It remains to be seen whether alternative coffee, which has climbed aboard the slow aging boom, will lead to significant trends that change consumer patterns and reshape the industry structure.