The Internet Is Searching for Coffee Now More Than At Any Other Point In History—Why?

Chris Panicker

Chances are, you started your morning routine with a cup of Joe (or two)—and you're not alone. Nearly three in four Americans consume coffee daily, as per a 2024 survey conducted by Drive Research. In fact, coffee is one of the most widely consumed beverages in the world, according to the National Institute of Health. And the demand for coffee-related intel on the Internet—the best brands, if it's healthy or not, if those instant sachets are actually good—is as strong as your triple-shot latte. Google Trends, a trend-reporting system from the search engine Behemoth, reveals that the term “coffee” is being searched more now than at any other point in history.

Today, the virtual caffeine quest is more fervent than ever–but what lies beneath the surface of this digital caffeination? What exactly are we seeking, and what does our collective curiosity reveal? GQ dives in to find out.

Why are we so obsessed with coffee lately?

You can point to the strong cultural significance, the social norm of meeting friends over coffee, or the desperate need to refuel during your nine-to-five—we've all been there. You can even point to the age-old mantra that we're simply creatures of habit, and daily consumption is just part of our routines.

According to James Hoffmann—a former World Barista Champion, co-founder of East London's Square Mile Coffee Roasters, and author of The World Atlas of Coffee and How To Make The Best Coffee At Home—there are two key drivers behind the growing internet craze: the gradual rise in specialty coffee and the COVID-19 pandemic.

Hoffmann notes that the specialty movement has been brewing since the early 2000s, gaining global momentum around 2010 and beyond. The global specialty coffee market is projected to reach $152.69 billion by 2030. At the heart of this phenomenon lies a growing appreciation for quality and craftsmanship—a far cry from previous generations when whatever the local supermarket had on hand would do. These beans undergo rigorous quality control measures (specialty coffee is defined by scoring 80 or higher on the scale by a licensed Q grader or certified taster) and are often roasted in small batches to accentuate unique flavors and characteristics.

The rise of specialty coffee is also fueled by an increasing awareness of sustainability and ethical sourcing practices within the industry. "The number of cafes serving great, interesting coffee spiked an interest in demand," says Hoffmann.

Then came the COVID-19 pandemic. "There had been plenty of coffee content beforehand, but it was very confined to how the industry wanted to talk about coffee or present coffee, so it was a lot of quite dry brewing technique guides," says Hoffmann. "People engaging with coffee differently has led them to be more open to learning more about it, or to take the chance on clicking a thumbnail that they might have ignored to learn something about a new topic."

Morgan Eckroth, a U.S. Barista Champion and World Barista runner-up, known to her 6.3 million-plus social media followers as @morgandrinkscoffee, also points to the pandemic as a catalyst for surging interest. The connoisseur has cultivated quite a following for her soothing specialty drink how-tos, from miso caramel cold brew to fanciful cocktail-inspired concoctions.

"While many people drink coffee on a daily basis, at the beginning of the pandemic, they were also forced to learn how to make it in order to maintain the habit," she says. Cue the TikTok reels of artfully crafted lattes and recommendations for the best coffee makers. "This led to a long-lasting wave of interest from new brewers and coffee consumers."

For Eckroth, coffee has developed significantly as a hobby in the past five to ten years. "As a consumer, folks have access to so much specialized gear and knowledge that was previously harder to come by outside of working in the coffee industry," she says. “The point of entry for brewing really good coffee at home has been significantly lowered, and thus, general interest has increased.”

Even those unwilling to make their coffee into art have upped their expectations. If you take a look, even at the instant coffee market, which many connoisseurs used to snub their noses at, there's been an undeniable boom in the number of craft brands—Blue Bottle, Partners, La Colombe—releasing instant options in new formats like sachets and espressos. If we want to scratch the caffeine itch, we can, and whatever we reach for—instant, drip, pour over—can be as high quality as we're willing to pay for. "There's been an explosion of choice in every aspect of coffee, from coffee roasting companies to coffee grinders, and that can be overwhelming," says Hoffmann. "The internet is where people go to find help."

A boost from coffee influencers and celeb-backed brands

Today, a swift search for "#coffee" on TikTok reveals a staggering 75.5 billion views and 9.6 million posts—and the numbers continue to climb. From seasonal drink how-tos to mesmerizing latte art videos, Starbucks drink hacks, coffee memes (a top coffee-related search on Google Trends), and beyond, social media has become a goldmine of coffee-centric content.

"Food and how-to content have always been a staple of the internet, and I think coffee has firmly been added to those categories," says Eckroth. "It also aligns with the growth and interest in specialty coffee in the real world, with the increase of independent roasters and cafes opening globally."

The coffee market generates about $11.4 billion in the U.S. alone and is projected to grow annually by 3.01% between 2024 and 2028. That's a whole lot of caffeine and cash flow—a testament to the popularity and profitability of the beverage.

Even celebrities have jumped on the coffee train, launching their own brands and generating considerable buzz online. Mega-influencer Emma Chamberlain, with her 15.4 million-strong followers, announced the launch of Chamberlain Coffee in 2020, captivating a dedicated audience of Gen Z'ers. Meanwhile, Miami Heat star Jimmy Butler made headlines when he began crafting and selling his own brews to fellow players (reportedly for $20 a cup) during the pandemic-induced NBA bubble and ultimately launched Big Face Coffee.

Hollywood has also seen its fair share of Joe-targeted ventures, with notable launches including Hugh Jackman's Laughing Man Coffee, Leonardo DiCaprio's Lyon in partnership with La Colombe, Machine Gun Kelly's 27 Club Coffee, and Jadakiss' Kiss Café. Most recently, in January, Robert Downey Jr. joined the fray with his new coffee line, Happy, reportedly giving coffee quite the endorsement when he said: "I credit coffee, in part, for my sanity."

Google, find the best coffee shops near me

Perhaps the aforementioned interest in specialty coffee and growing cafes has paved the way for another top Google search: "coffee shops near me." About eight percent of drinkers in the U.S. are purchasing coffee from a shop daily, while 26.9 percent report buying it a few times a week, according to a recent Statista survey.

It is no surprise that behemoth chains, such as Starbucks, also undeniably influence consumption and seem to dominate the search bar. With over 38,000 stores worldwide and a net revenue of $20.46 billion in 2023, Starbucks remains a cornerstone of consumption, fueled even further by social media hype (and stellar marketing). There's still a lust for grabbing a cup on the go or cozying up to a latte in a local cafe.

Google search also reveals an interest in coffee health—and recent studies have added to the buzz

Amidst all the buzz and daily consumption, it's only natural to question the health implications. Google's frequently asked questions include: "Is coffee good for you?"; "Is coffee bad for you?"; "Which coffee is best for health?"; “What does coffee do to the body?”; and on and on and on.

A number of studies have been conducted in the last 20 to 30 years that have been widely covered in mainstream media outlets and social media platforms. "These reports have significantly heightened the public's curiosity and fascination about coffee," says Frank Hu, professor and chair of the Department of Nutrition at Harvard T.H. Chan School of Public Health.

In fact, the 2015-2020 Dietary Guidelines for Americans began to recommend moderate coffee consumption (three to five cups per day) due to its health benefits. "It was the first time the government's official dietary guidelines recommended coffee consumption in the context of a healthy diet," says Hu. "This might have contributed to a significant shift in the public's perception of coffee."

Hu notes that there is consistent evidence that coffee consumption is linked to reduced risk of type 2 diabetes, cardiovascular disease, liver disease, some forms of cancer, and neurological diseases such as dementia and Parkinson's Disease. However, for some individuals, too much caffeine can lead to anxiety and nervousness and interfere with sleep. Also, adding sugar, cream, or other additives can increase caloric and sugar intake, which can offset coffee's health benefits, he says.

"As people become more health conscious, there is a growing demand for healthier options in food and beverages, including coffee," says Hu. "The fascination with and interest in coffee will likely grow with further research uncovering its healthy components such as antioxidants and polyphenols."

TLDR: Here's why we're Googling

From the rise of specialty coffee to lasting interest in coffee at home ignited by the COVID-19 pandemic, the landscape has undergone significant transformation in recent years. The emergence of celebrity-backed brands and the proliferation of influencers on social media platforms like TikTok has further fueled the fascination.

As the bev continues to dominate online discourse, it's clear that it's become a cultural phenomenon in its own right. The growing interest in coffee health also shows a broader societal shift towards wellness and conscious consumption. With ongoing research uncovering the potential health benefits of coffee, coupled with its enduring popularity, the future of coffee culture looks bright and caffeinated.

"Most people have pretty low expectations for how good coffee can be, or they used to anyway," says Hoffmann. "I think once you taste how diverse coffee can be, once you experience brewing coffee really well and feel the satisfaction of preparation coupled with this kind of revelation of interestingness—it turns into a hobby very quickly." And a hobby that billions can get behind.

Originally Appeared on GQ