Beverages: Cloud Coffee Craze: Decoding the Latest Viral Iced Coffee Sensation

Why it is the topic trending:

• Social Media Popularity: The article explicitly states that "cloud coffee is a trending drink on social media," particularly on platforms like TikTok. Trends originating on these platforms often gain rapid traction and become widely discussed and recreated.

• Connection to Previous Viral Trends: Cloud coffee is described as blending elements of two previous popular beverages – Dalgona coffee and the coconut water americano. This connection to past successes likely contributes to its current trendiness as it taps into familiar concepts while offering something new.

• Ease of Home Preparation: The article emphasizes that cloud coffee is easy to make at home with readily available ingredients and common kitchen tools, including simpler alternatives for those without espresso machines or milk frothers. This accessibility makes it appealing for widespread adoption.

• Perfect for Warm Weather: The description of cloud coffee as a "creamy, tropical treat that’s perfect for warm weather" aligns it with the current season (June, the start of summer), making it a timely and relevant trend for those seeking refreshing iced coffee options.

• Desire for Variety in Coffee Routines: The article suggests that it's a good option for those "tired of ordering the same iced coffee every day" or who "enjoy diversifying your caffeinated beverage options," indicating a consumer desire for novelty in their daily coffee routine.

Overview:

The article introduces "cloud coffee," a new trending coffee beverage on social media characterized by its layered, cloud-like appearance. It typically consists of espresso, coconut water, and a creamer or milk, often frothed. The article details how to make cloud coffee at home using both specialized equipment and simpler alternatives, and it distinguishes this trend from previous viral coffee drinks like Dalgona coffee and the coconut water americano, from which it draws inspiration. The appeal of cloud coffee lies in its ease of preparation, refreshing tropical flavor profile, and the visual appeal of its layered structure.

Detailed Findings:

• Key Ingredients: Cloud coffee typically includes three main components: espresso, coconut water, and a creamer or milk (of the consumer's choice).

• Cloud-Like Appearance: The drink is characterized by a layered, cloud-like visual effect, often achieved by frothing the espresso and milk mixture and pouring it over iced coconut water.

• Variations in Preparation: While the core ingredients remain consistent, individuals on social media show slight variations in the order of adding ingredients and whether they whisk the espresso and milk.

• Sweeteners are Optional: Some recipes include sweeteners like maple or vanilla syrup, but they are not a required component.

• Resemblance to Dalgona Coffee: Cloud coffee shares similarities with Dalgona coffee in terms of its frothy texture and visual appeal (Dalgona was also sometimes called cloud coffee). However, it differs by using fresh coffee (typically espresso), requiring a smaller frother instead of a powerful mixer, and including coconut water.

• Variation of Coconut Water Americano: Cloud coffee is also a clear variation of the coconut water americano, which simply combines espresso poured over iced coconut water. The addition of milk or creamer and the frothing process distinguish cloud coffee.

• Two Likely Origins of the Name: The name "cloud coffee" likely comes from both the subtle cloud-like texture of the frothed coffee and milk, and the visual effect of the creamer slowly seeping into the iced coconut water.

• Home Preparation Methods: The article outlines two main ways to make cloud coffee at home:

  • Using Espresso Machine and Milk Frother: Pour coconut water over ice, brew espresso, froth espresso with milk (and sweetener if desired) in a separate container, and pour the frothy mixture over the coconut water.

  • Using Moka Pot or Cold Brew Concentrate and Mason Jar: Brew concentrated coffee in a moka pot or use cold brew concentrate, combine it with milk in a mason jar or sealable container, shake until foam forms, and pour over iced coconut water.

Key success factors of product (trend):

• Visual Appeal: The layered, "cloud-like" appearance is highly photogenic and appealing for sharing on social media platforms like TikTok and Instagram.

• Relatively Simple Recipe: The basic recipe requires only a few common ingredients, making it easy for people to try at home.

• Customizable: The option to choose different types of milk or creamers, add sweeteners, and vary the preparation method allows for personalization based on individual preferences.

• Leverages Existing Food Trends: It builds upon the popularity of iced coffee, coconut water, and the visual appeal of layered drinks, tapping into existing consumer interests.

• Warm Weather Suitability: The refreshing and tropical notes of coconut water make it particularly appealing for consumption during warmer months.

Key Takeaway:

Cloud coffee is the latest social media-driven coffee trend, offering a creamy and tropical iced coffee variation that is easy to prepare at home. It draws inspiration from past viral coffee trends while incorporating unique elements like coconut water and a frothy texture, making it an appealing and customizable option for coffee enthusiasts looking to diversify their daily routine, especially during the summer.

Main trend:

The main trend is the Continued Evolution and Social Media-Driven Popularity of Home Coffee Creations, where consumers discover, share, and recreate innovative coffee beverages at home, often influenced by viral trends.

Description of the trend (please name it):

Viral Home Barista Creations: This trend describes the rapid spread and adoption of unique coffee beverage recipes and preparation methods among home baristas, largely fueled by social media platforms. These trends often involve simple techniques, readily available ingredients, and visually appealing results, encouraging widespread participation and recreation.

What is consumer motivation:

• Desire for Novelty and Excitement: Consumers seek out new and interesting ways to enjoy their coffee, breaking away from routine preparations.

• Home-Based Experimentation: There's a growing interest in experimenting with home baristing techniques and creating cafe-style drinks in the comfort of their own homes.

• Influence of Social Media Trends: The desire to participate in online trends and share visually appealing creations with their social networks is a significant motivator.

• Cost Savings Compared to Cafe Purchases: Making coffee at home is generally more cost-effective than buying from coffee shops, making DIY trends appealing.

• Customization and Control Over Ingredients: Preparing coffee at home allows consumers to control the quality and type of ingredients used, catering to dietary preferences or taste.

• Sense of Accomplishment and Creativity: Successfully recreating a trending drink can provide a sense of accomplishment and allow for personal creativity through variations and additions.

What is driving trend:

• Ubiquity of Social Media Platforms: Platforms like TikTok and Instagram provide a powerful engine for the rapid dissemination of food and beverage trends.

• Accessibility of Coffee Brewing Equipment: The increasing affordability and availability of home espresso machines, milk frothers, and other coffee brewing tools make it easier for consumers to participate in these trends.

• Growth of Home Barista Culture: There's a growing community of coffee enthusiasts who enjoy experimenting with different brewing methods and recipes at home.

• Desire for Cafe-Quality Drinks at Home: Consumers seek to replicate the taste and visual appeal of coffee shop beverages without leaving their homes.

• Emphasis on DIY and Home-Based Activities: Trends like "cloud coffee" align with a broader cultural interest in do-it-yourself projects and home-based activities.

What is motivation beyond the trend:

• Caffeine Consumption and Energy Boost: The primary motivation for many coffee drinkers remains the caffeine content and the energy boost it provides.

• Taste and Enjoyment: Beyond the functional aspect, consumers enjoy the taste and aroma of coffee.

• Ritual and Routine: For many, the act of preparing and drinking coffee is a comforting and familiar daily ritual.

Description of consumers article is referring to:

The article implicitly refers to consumers who:

• Are Coffee Drinkers: This is the foundational characteristic, as the trend revolves around a coffee-based beverage.

• Use Social Media Platforms: Primarily TikTok and Instagram, where the "cloud coffee" trend originated and is being shared. This likely skews towards a younger demographic but could also include older users active on these platforms.

• May Be Home Baristas or Aspiring Home Baristas: The article discusses making the drink at home, suggesting the target audience includes those who enjoy preparing their own coffee or are interested in starting.

• Seek Variety and Novelty in their Coffee Routine: The article explicitly mentions those tired of the same iced coffee.

• May Be Influenced by Visual Appeal: The emphasis on the "cloud-like" layered appearance suggests that visual aesthetics are important to this consumer segment.

• Are Likely Interested in Warm-Weather Refreshments: Given the timing of the article (June) and the description of the drink, the target audience is likely looking for iced coffee options suitable for summer.

Conclusions:

Cloud coffee represents the latest iteration in the ongoing trend of social media-driven home coffee creations. Its appeal lies in its simplicity, visual attractiveness, and the incorporation of familiar elements from previous viral coffee trends. By blending espresso, coconut water, and creamer, it offers a refreshing and customizable tropical twist on iced coffee, perfectly timed for the summer months and accessible to a wide range of home baristas with varying levels of equipment.

Implications for brands:

• Monitor Social Media for Emerging Trends: Beverage brands should actively monitor social media platforms to identify emerging trends and understand what consumers are creating and sharing.

• Consider Simple and Visually Appealing Recipes: When developing new products or marketing campaigns, brands might benefit from focusing on recipes that are easy to recreate at home and have strong visual appeal for social sharing.

• Highlight Versatility of Core Ingredients: The success of cloud coffee demonstrates the potential for combining common ingredients in novel ways. Brands can highlight the versatility of their core products by suggesting trending recipes.

• Engage with Online Coffee Communities: Brands can connect with home baristas and coffee enthusiasts on social media by sharing recipes, participating in trends, and encouraging user-generated content.

Implication for society:

• Democratization of Coffee Culture: Social media trends like cloud coffee empower individuals to experiment with coffee making at home, democratizing access to and participation in coffee culture.

• Increased Awareness of Different Coffee Preparations: These trends expose a wider audience to various coffee preparation methods and flavor combinations.

• Potential for Community Building Online: The sharing and recreation of viral recipes can foster a sense of community among online users with shared interests.

Implications for consumers:

• Access to a Wider Range of Coffee Beverage Ideas: Social media serves as a vast resource for discovering new and interesting ways to prepare coffee.

• Opportunity for Creative Expression: Recreating and adapting viral coffee trends allows consumers to express their creativity and personalize their beverages.

• Potential for Cost Savings: Making trendy coffee drinks at home can be a more affordable alternative to purchasing them from coffee shops.

Implication for Future:

• Continued Influence of Social Media on Beverage Trends: Social media platforms will likely remain a dominant force in shaping future beverage trends and consumer preferences.

• Expect More Hybrid and Fusion Coffee Creations: The trend of combining elements from different popular drinks or incorporating unexpected ingredients is likely to continue.

• Emphasis on Ease of Home Preparation: Future viral beverage trends will likely prioritize recipes that are relatively simple and don't require specialized or expensive equipment.

Consumer Trend (name, detailed description):

DIY Beverage Innovation: Consumers are increasingly taking on the role of beverage innovators in their own homes, driven by curiosity, access to information via social media, and the desire to create personalized drinks that align with their tastes and preferences. This trend sees individuals experimenting with ingredients, techniques, and recipes, often inspired by online trends and challenges.

Consumer Sub Trend (name, detailed description):

Remixing Viral Food and Drink Trends: This sub-trend involves taking existing popular food or drink trends and putting a personal spin on them, combining elements from different trends, or adapting them to create something new. Cloud coffee, by blending Dalgona coffee and coconut water americano, exemplifies this remixing behavior.

Big Social Trend (name, detailed description):

The Creator Economy and User-Generated Content: Social media platforms have fueled the growth of the creator economy, where individuals share their own content, including recipes and DIY projects, which can then rapidly gain popularity and influence the behavior of others. Trends like cloud coffee are a direct result of this phenomenon.

Worldwide Social Trend (name, detailed description):

Global Food and Beverage Culture Exchange: Social media transcends geographical boundaries, allowing for the rapid exchange and adoption of food and beverage trends across the globe. What starts as a local trend can quickly become a worldwide phenomenon, as seen with Dalgona coffee and now potentially cloud coffee.

Social Drive (name, detailed description):

The Desire for Self-Expression and Belonging: Participating in social media trends, including recreating and sharing viral recipes, allows individuals to express their creativity and connect with others who share similar interests, fostering a sense of belonging within online communities.

Learnings for brands to use in 2025:

• Identify Influential Home Baristas: Partner with popular social media creators who focus on coffee and home beverage making to promote your products and inspire new uses.

• Provide Recipe Inspiration: Share simple and appealing recipes that incorporate your products and align with emerging trends like cloud coffee.

• Encourage User-Generated Content: Run contests or campaigns that encourage consumers to create and share their own innovative beverage recipes using your brand's ingredients.

• Adapt to Trending Flavors and Formats: Be flexible and consider introducing products or limited-edition offerings that align with popular DIY beverage trends.

Strategy Recommendations for brands to follow in 2025:

• Launch Social Media Challenges: Create engaging challenges related to using your products in trending beverage recipes to encourage participation and generate buzz.

• Collaborate with Social Media Platforms: Partner with platforms like TikTok and Instagram to highlight user-generated content featuring your brand and emerging beverage trends.

• Develop Recipe Libraries: Create easily accessible online libraries of innovative recipes that consumers can try at home using your products.

• Offer Product Bundles for Trending Drinks: Consider offering product bundles that include the key ingredients needed to recreate popular viral beverages.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it:

The prevailing trend of viral home barista creations indicates that brands and companies in 2025 should actively engage with social media and empower consumers to become their own beverage innovators by providing recipe inspiration, fostering user-generated content, and adapting their offerings to align with the latest DIY coffee crazes to enhance brand visibility and drive product adoption.

Final Note:

• Core Trend: Viral Home Barista Creations: The rapid spread and adoption of unique coffee beverage recipes among home baristas, driven by social media.

• Core Strategy: Social Media Engagement and User Empowerment: Brands should actively participate in social media trends and encourage consumers to create and share their own innovative beverage recipes using their products.

• Core Industry Trend: The Blurring of Consumer and Creator Roles: Consumers are increasingly becoming active creators and sharers of food and beverage content, influencing trends and brand perceptions.

• Core Consumer Motivation: The Desire for Novelty, Self-Expression, and Participation in Online Communities: Consumers are motivated to try and share trending recipes for the sake of novelty, creative expression, and connecting with others online.

Final Conclusion:

Cloud coffee's swift rise in popularity underscores the significant influence of social media on consumer behavior and the power of user-generated content in shaping beverage trends. For brands, understanding and actively participating in these viral phenomena, by empowering consumers to experiment and share their creations, presents a valuable opportunity to connect with their audience, drive product adoption, and stay relevant in the ever-evolving landscape of home beverage culture.

Core Trend Detailed:

Viral Home Barista Creations describes the phenomenon of coffee lovers using social media platforms, particularly visually-driven ones like TikTok and Instagram, to discover, share, and replicate innovative and often visually striking coffee beverage recipes within their own homes. This trend is characterized by its rapid spread, high level of user engagement, and reliance on accessible ingredients and relatively simple preparation techniques. It signifies a shift in coffee culture where consumers are not just passive recipients of coffee shop offerings but active participants in creating and shaping new beverage trends from the comfort of their kitchens. The trend is fueled by a desire for creativity, cost-effectiveness, and the social validation gained from sharing their creations online.

Key Characteristics of the Core trend:

• Social Media Driven: Popularity and spread are heavily reliant on platforms like TikTok, Instagram, YouTube, and Pinterest.

• Emphasis on Visual Appeal: Drinks that look aesthetically pleasing and photograph well tend to gain more traction.

• Ease of Replication: Recipes often involve readily available ingredients and simple preparation methods that don't require professional barista skills or expensive equipment.

• Community and Sharing: Users actively share their own creations, variations, and tips, fostering a sense of online community around specific coffee trends.

• Novelty and Experimentation: The trend encourages experimentation with different flavors, ingredients, and techniques, leading to a constant evolution of new coffee concoctions.

• Accessibility and Inclusivity: Home-based creation lowers the barrier to entry for trying new and trendy coffee drinks compared to purchasing them from cafes.

Market and Cultural Signals Supporting the Trend:

• High Engagement with #Coffee and Related Hashtags: The massive usage of coffee-related hashtags on social media platforms indicates a large and active online community of coffee enthusiasts.

• Popularity of "How-To" and DIY Content: The abundance of tutorials and do-it-yourself videos and posts related to food and beverages demonstrates a consumer interest in learning how to create things at home.

• Growth of Influencer Culture: Food and beverage influencers play a significant role in popularizing new trends and inspiring their followers to try them.

• Increasing Availability of Home Coffee Brewing Equipment: The accessibility and affordability of home espresso machines, frothers, and other tools empower consumers to experiment with more complex coffee preparations.

• Cultural Emphasis on Personalization and Customization: Consumers increasingly seek products and experiences that they can personalize to their own tastes and preferences, extending to their coffee choices.

How the Trend Is Changing Consumer Behavior:

• Increased Home Brewing Activity: More consumers are experimenting with making a wider variety of coffee drinks at home rather than solely relying on traditional methods or cafe visits.

• Greater Awareness of Coffee Preparation Techniques: Consumers are becoming more knowledgeable about different brewing methods and techniques through online tutorials and shared recipes.

• Influence on Purchasing Decisions: Viral coffee trends can drive demand for specific ingredients or equipment that are needed to recreate the drinks at home.

• Shift in Social Status Associated with Coffee: Successfully recreating a trendy drink and sharing it online can become a form of social currency and self-expression.

• Development of Home Barista Skills: Engaging with these trends encourages consumers to develop their coffee-making skills and experiment with new techniques.

Implications Across the Ecosystem:

• For Brands and CPGs:

  • Opportunity to reach consumers directly through social media and inspire new uses for their products.

  • Potential for increased sales of specific ingredients or equipment that become popular due to a viral trend.

  • Need to monitor online conversations and trends to identify emerging consumer preferences and potential product innovations.

• For Retailers:

  • Increased demand for certain ingredients and coffee-making tools when a new trend emerges.

  • Opportunity to create in-store displays or promotions around popular viral coffee recipes.

• For Consumers:

  • Access to a wealth of creative and innovative coffee drink ideas.

  • Empowerment to experiment and personalize their own coffee experiences at home.

  • Potential cost savings compared to frequent cafe purchases.

Strategic Forecast:

• The Viral Home Barista Creations trend will likely continue to thrive as social media platforms remain central to consumer culture and information sharing.

• Expect to see a constant stream of new and innovative coffee beverage trends emerging online, often building upon or remixing previous popular creations.

• The trend may expand to include more complex recipes and techniques as home baristas become more skilled and adventurous.

• Brands that actively engage with this trend and empower their consumers will likely see increased brand loyalty and product adoption.

Areas of innovation (based on discovered trend):

• Home Coffee Brewing Kits with Trend-Specific Ingredients: Brands could create curated kits containing all the necessary ingredients and instructions for recreating popular viral coffee drinks.

• Social Media Filter and AR Experiences for Beverage Creation: Developing interactive filters or augmented reality experiences that guide users through the steps of making trending coffee drinks or allow them to virtually experiment with different ingredients and presentations.

• Smart Home Coffee Appliances with Built-in Recipe Functionality: Coffee makers or milk frothers that have pre-programmed settings or suggested recipes for popular social media coffee trends.

• Online Communities and Platforms for Home Baristas: Brands could create dedicated online forums or platforms where users can share their own coffee creations, discover new trends, and connect with other coffee enthusiasts.

Final Thought (summary):

The vibrant trend of Viral Home Barista Creations highlights the power of social media in shaping coffee culture and empowering consumers to become active participants in beverage innovation. Driven by a desire for creativity, cost-effectiveness, and social connection, this trend encourages experimentation and sharing, creating a dynamic and ever-evolving landscape of homemade coffee creations that brands should actively engage with to stay relevant and inspire their audiences.

Source: https://www.foodandwine.com/cloud-coffee-11746934