As the coffee industry enters its fourth wave, the focus is shifting from the elitist image of the third wave's specialty coffee to making high-quality coffee more accessible to the general public. The third wave emphasized quality, traceability, transparency, and novelty, which created an exclusive culture around specialty coffee. However, the rising popularity of ready-to-drink (RTD) coffee and coffee capsules indicates a trend towards convenience and mass-market appeal. The RTD market is projected to be worth $26 billion by 2031, showing a clear push for coffee that's both high quality and easily available. While education and innovation remain vital to maintaining consumer consciousness, the industry is moving towards a more inclusive model that emphasizes convenience and scalability, even as the niche market for "elite" specialty coffee continues to exist.
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