Greeks cut coffee consumption outside the home due to rising prices

Drinking coffee is a strong modern Greek tradition, as 95% of Greeks buy it.

According to a study conducted by Kappa Research on behalf of the Greek Coffee Association, some interesting facts about the attitude of Greek society towards the culture of drinking coffee are being revealed.

Inflation seems to have put a significant brake on coffee consumption outside the home. It turns out that 8 out of 10 drink coffee every day. But while Greek coffee dominates supermarket sales, espresso is consumed primarily in the food service industry.

In particular, according to the study, more than half of coffee consumers (54%) say they have limited their spending due to a general increase in prices in the market, and 45% “not yet.” With regard to pricing, coffee consumers (including 95% of those surveyed) believe that the price of coffee has increased significantly in recent years. The overall percentage of those who answer that the price has increased is 93%. A finding of particular interest in the study is that approximately 7 out of 10 respondents say no to the question of whether an excise tax should be introduced on coffee.

In particular, 80% say that there should be no special tax, while 66% of them say “definitely not”, and 14% say “probably not”, as they believe that this measure increases the price of a product that is “daily habit”.

Commenting on this conclusion, Greek Coffee Union President Yiannos Benopoulos, in an interview with APE-MPE, notes that “not only is there a special tax on coffee consumption, but there is also a constant request from the Hellenic Coffee Union to abolish it.” According to him, “This tax measure places a burden on the costs of businesses, as well as on the final price of coffee. This is a drink that the consumer buys in excess of 140 million euros per year.”

Indicative is the fact that about 8 out of 10 respondents drink coffee daily (84%), and the majority of non-drinkers (66%) always stock coffee “for home”. 50% of respondents will consume more than one cup of coffee per day (usually 2 or 3). In 75% of respondents, the habit of coffee is stable and is not replaced by the consumption of another drink, such as tea (black or herbal).

The habit of constantly pumping coffee, especially outside the home, has not been affected even by the changes and restrictions that the pandemic has brought to the daily lives of consumers. It is characteristic that 53% of respondents have never thought about giving up coffee. However, 17% would do so for health reasons, 14% for financial reasons, and 13% because coffee makes them sleepless.

In addition, for 38% of those who drink coffee, limiting their consumption at home, at work or outside the home, for financial or other reasons, would automatically mean limiting their social contacts.

According to Mr. Benopoulos, ground coffee accounts for 78% of sales and 18% for capsules, which, however, shows an upward trend in recent years. Greek coffee dominates sales in supermarkets, while espresso is consumed primarily in the catering industry.

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