The annual turnover of the Greek coffee market is 4 billion euros

For Greeks, coffee is a habit that has become a cult: more than eight out of ten citizens drink coffee daily, and one in two more than once a day, according to a nationwide survey conducted on behalf of the Hellenic Union Coffee (EEK), and even those who do not drinks (66%), they definitely buy coffee to take home.

The daily coffee drinking habit of Greeks has not been affected by the changes and restrictions that the pandemic has brought to the daily lives of consumers, nor by the rise in prices in the previous period. Many simply switched to cheaper brands (manufacturers) and began to buy in supermarkets at a discount. And all this in order not to limit the consumption of coffee.

In general, the value of the coffee market in Greece in retail prices is estimated at 4 billion euros, of which more than 3.5 billion euros is for consumption in cafeterias and takeaways, and about 300-350 million euros is sales turnover in supermarkets. That is, the cost of coffee at home corresponds to approximately 11% of the corresponding costs in coffee shops.

56% of Greeks drink coffee at home, 25% at work, and 18% of consumers drink coffee outside the home or at work, shop or buy a take-away cup.

As for the type of coffee, Greek coffee remains in the first place in preferences, although it has been losing fans in recent years, followed by instant coffee, espresso, while products in capsule form for home already account for 10% of purchases in supermarkets, and, Finally, filtered coffee.

Also, studies by the University of Economics in Athens show that every second consumer has an espresso machine with capsules at home, freno espresso is in the first place in preferences for consumption outside the home, and almost three out of ten (27%) cook frappe at home.

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