German coffee market 2020: 20 cups more consumed per capita
Hamburg, April 03, 2021 - Home office and lockdown led to an increase in coffee consumption at home in 2020.
coffee consumption at home. This contrasts with a decline in out-of-home coffee consumption. Overall, the positive growth trend of recent years continued.
The overall coffee market grew by 1.5 percent in 2020. This corresponds to 20
cups of coffee consumed per capita in Germany in 2020.
Coffee consumption at home: increase of 11 percent
In 2020, per capita consumption of coffee rose to 168 liters. This positive development is
development is attributable to coffee consumption at home. In the past year, this recorded an increase
of around 11 percent (+ 37,900 metric tons of roasted coffee). Consumption in the catering trade, at the
and outside the home declined by 23 percent in the same period (- 30,300 metric tons of roasted coffee).
(- 30,300 tons of roasted coffee). However, the losses in the out-of-home coffee market were offset by
more than compensated by the tremendous growth in domestic consumption.
"Coffee has been the favorite beverage in Germany for several years and has remained so in the turbulent
year 2020. Lockdown does not mean that consumers will no longer drink coffee when
coffee shop and canteen are closed. Rather, the places of consumption have changed during this period," says Holger Preib.
changed during this time," says Holger Preibisch, CEO of the German Coffee Association.
Fully automatic machines in every 3rd household / Whole bean up 26 percent / Filter coffee remains No. 1
Those who spent a lot of time at home in 2020 drank more coffee there and often also invested in domestic
coffee preparation: Almost one in three households now owns a fully automatic machine.
Above all, "whole beans," which are primarily used in fully automatic coffee machines for fresh and portioned
preparation at the touch of a button, saw significant growth in 2020. Their sales increased
by 26 percent and currently have a market share of 37 percent.
All other types of coffee for preparation at home were also purchased more in 2020 compared to
- Coffee pods increased by 6 percent.
- Around 4 percent more coffee capsules were sold.
- Sales of classic, ground filter coffee grew by 0.2 percent. With a
market share of 50 percent, it remains by far the strongest segment in the German
roasted coffee market.
- Coffee mix beverages such as "Type Cappuccino" and "X in 1" (mixes with soluble
coffee, milk powder and/or sugar) grew by a good 7 percent.
- Pure soluble coffee also enjoyed growing popularity and achieved growth of
of 5 percent.
Holger Preibisch: "The year 2020 has shown that coffee is a crisis-proof product that is enjoyed with pleasure even in difficult times.
enjoyed with pleasure and in abundance, even in difficult times. At the same time, fragrant lovers and coffee
coffee companies will be delighted when coffee can hopefully soon be drunk again in restaurants, hotels and coffee shops.
can be drunk again."
Notes/sources on figures:
- Unless otherwise noted, data refer to sales in food retail and
online sales (incl. discount stores, hypermarkets, drugstores, local roasters, specialty roasters,
- "Almost one in three households now owns a fully automatic coffee machine". Source: Coffee consumption study by the
German Coffee Association "This is how Germany drinks coffee in 2020."
- The soluble coffee segment (pure soluble coffee, coffee mix drinks and "X in 1" does not count as part of the
roasted coffee market.
- The out-of-home market includes coffee served in bakeries, cafés, restaurants, hotels,
coffee shops/bars, canteens, workplaces and mass catering.
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