The pantheon of internationally desired goods amidst the coronavirus pandemic might soon be expanded to incorporate a new product – coffee. After the high demand for toilet paper has nearly wiped out the global stockpiles of the now precious commodity, and the price of sanitisers has skyrocketed, coffee might be on its way of becoming the next big thing on the agenda of essential goods for surviving self-isolation.
Over the last several days, social discontent with the Brazilian President Jair Bolsonaro has increased after his call for life in the country to return to normal as it was before the outbreak of the coronavirus. Public unrest in Brazil could very likely prompt the government to ramp up its efforts in curbing the spread of the pathogen.
If Brazil, which is the biggest producer and exporter of coffee in the world, goes on a national lockdown, global supply is very likely to suffer over the next few weeks. The demand for coffee, in contrast, can be expected to grow as more and more people are stuck in their homes. During a quarantine, everybody is his or her own barista, and even though people would not need caffeine in the mornings to get up and go to the office, the delicious drink makes passing time during the quarantine more tolerable.
So what happens when supply is expected to drop while demand is only going to continue rising globally over the next few weeks? Every first-year econ student is going to tell you that the price of the product is going to rise in order to reflect on the new equilibrium in the market. People are likely to start stockpiling coffee, but they are not going to do so only because they expect higher prices.
Just like toilet paper, coffee is not essential for survival. However, it is a keystone symbol of normality. Coffee represents regular life; it is the backbone of the daily routine for many individuals of different cultures all over the world. In that sense, coffee becomes vital in a time of social distancing as it reminds us of the time when national emergencies did not distort our lives, and we were not forced to confine ourselves within our own homes.
At times of great panic on Wall Street, investors typically scramble for the good old-fashioned safe havens like gold, which entail relative safety when uncertainty is abundant. However, traders would do well to look for protection in a new type of safe-haven asset, one which comes in bags full of big, black beans. The novel coronavirus crisis is unlike any other before it, so it only makes sense to look for diversification in novel havens.