This is also popular with German consumers. The coffee giant Tchibo, market leader and pacesetter for the industry in this country, raised its prices in the summer of this year - for the first time in four years, during which prices had repeatedly fallen. Depending on the variety and country of origin, Tchibo screwed up its prices in June by 50 cents to one euro per pound, which in percentage terms meant a considerable jump. One pound of the popular "Feine Milde" filter coffee was now available for an impressive 5.69 euros, according to Tchibo. Other providers did the same for the industry size from Hamburg.
It is hard to imagine that this would mean that Germans would let themselves be taken away from their coffee. Even the restrictions of the Corona crisis, during which the catering trade had to be closed for a long time, did not let coffee consumption in this country decline. On the contrary: According to the German Coffee Association, consumption rose by 11 percent on balance in 2020. According to the association, customers were able to drink less coffee in restaurants and cafes. On the other hand, consumption increased in your own four walls.
Climate change drives coffee prices
Market participants such as Tchibo or the supermarket chains Rewe and Edeka did not want to comment on their expectations with regard to further price developments. However, there are some indications that coffee lovers will have to be prepared for further increases in prices in the future. "Coffee has become more expensive recently, but basically it is still too cheap," says Steffen Schwarz, head of the Coffee Consulate training and research center in Mannheim and an experienced connoisseur of the profession. He is certain: "Coffee prices will continue to rise dramatically."
Schwarz cites the above-mentioned consequences of climate change as the main reason. In India, one of the ten largest supplier countries, he says, harvest losses of 30 to 70 percent have been regularly reported for several years due to changed weather conditions. The freak weather that was recently observed in Brazil also fits into this context.
On the other hand, according to Schwarz, the global demand for coffee is increasing continuously. In emerging countries in particular, coffee consumption increases with prosperity. The USA is often named in statistics as the largest consumer of coffee in the world. In fact, the secret number one has long been Brazil, so Schwarz. "The Brazilians are the largest coffee producer and have long been drinking half of what they produce themselves," he says.
For the expert there is therefore only one logical consequence: The coffee price will continue to rise. However, Schwarz also emphasizes that the price has been far too low for years anyway. The majority of coffee farmers in countries such as Brazil, Vietnam, Colombia or India could not cover their costs even with the price level that has now been reached again. "That only works because many family members lend a hand without wages, and because many of these companies are not even able to set up a correct cost calculation."
If the farmers only got 30 cents more per kilo of coffee, that would solve many problems, says Schwarz. But the world market has not yet given this 30 cents plus - not even after the price increase in recent months.
« Back to index