Originally published: Inside Franchise Business magazine, 01 April 2026
By Kate Richards, Senior Account Director
Taste the future
Long black, latte, flat white and cappuccino remain the reliable standards in Aussie cafes. However, Asian flavours are inspiring a current coffee trend, says Pureprofile senior client development director Kate Richards, who points to the growing presence of exotic and visually appealing drinks.
“It’s turning into beverage theatre,” Kate said in an interview with SBS in January.
“TikTok mentions of crema lattes soared from 6.01 million in January last year to 9.82 million in August 2025, up by 63 per cent,” she told SBS.
The trend reflects a broader cultural shift, she points out.
“Trends like instagram-worthy lattes are exploding in popularity right now. For example, last year, TikTok views of pistachio matcha lattes more than doubled in eight months.”
Adventurous consumers are embracing innovative, hybrid coffees – think grapefruit or roasted soybean powder – and Melbourne is at the heart of this trend, Kate reveals.
Kate Richards
Kate Richards is a Senior Account Director (Data & Insights) with over five years at Pureprofile, where she is dedicated to delivering exceptional service and building long-term client partnerships.
With a diverse sales career spanning multiple industries, Kate brings strategic expertise, adaptability, and a solutions-driven approach to achieving outstanding results.
