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The article analyses the scale and causes of shifts in the regional structure of a major industry market, i. e. the world coffee market. Among the factors that determined high dynamics of the global demand for coffee over the specified period, the growth of well-being of the world population is considered, which is especially fast in developing countries, significantly outpacing the "traditional" markets of developed countries in terms of the coffee consumption growth. Other factors considered are innovations in coffee production technologies, the continuing growth of the urbanization of the population, shifts in the structure of the types of labor activity of the population towards larger share of mental labor, whose representatives are characterized by increased rates of coffee consumption, the growing demand for more expensive and high-quality products, and the strengthening "status" role of coffee consumption. The regional structure of coffee consumption, which is formed under the influence of these factors, is considered. In line with the evolution of demand, there are significant shifts in the supply sphere; it is shown that the regional supply structure has experienced the most significant transformation in the green coffee commodity segment: the main coffee-producing regions of the world have changed their places - the share of Asia has sharply increased and the share of Africa has decreased. It is shown that Asia has also significantly increased its role in the other two main product segments, i.e. roasted and instant coffee. In general, the demonstrated "Asian" shift in the coffee market could evidence the essence of the current economic and geographical transition.