Demand for coffee is growing, contrary to high prices
At the beginning of the year, the demand for coffee has grown by 11% year by the year. The consumption of this drink per capita in Russia is still more than three times behind other countries. Buyers do not even frighten off prices, caused by the rise in the cost of un-seasoned coffee on world exchanges due to drought in Brazil and Vietnam.
In January – Mart, the number of hot coffee purchases throughout Russia increased by 11% year by the year, calculated the operator of the fiscal data of the OFD Platform. Coffee houses also noted the growth of demand for hot coffee, they say in the Chocolate Group of Companies (the Chocolate Network, Coffee House). In January – April, hot coffee sales at Dublby grew by 43% year, in Cofix – by 11%. The One Price Coffee specified that in January -February the sales stagnated or even decreased, but in March – April, demand began to grow.
The founder of One Price Coffee, Sergei Rumyantsev, believes that the coffee market continues to develop due to the fact that coffee culture in Russia is far from other countries. In Russia, coffee consumption does not exceed 1.5 kg per year per capita, while in many countries of Europe and America the indicator reaches 5-7 kg, he said.
Consumers do not even frighten off prices – the average check for the purchase of hot coffee in January -March grew by 12%, until 197 rubles, analysts of the “PD platform ”noted. According to the T-Pay service, the average check grew by 15%, to 301 rubles. The drink is getting more expensive due to foreign exchange oscillations and the increasing purchase cost of coffee, they say in the Chocolate Civil Code.
Prices for Brazilian Arabica reached record values: purchases of this type with delivery in May will cost 30%more expensive, says the commercial director of the Cofix network Yana Alkhutova. For more than a year, the exchange prices for green (unheated) coffee are growing due to a decrease in the harvest in Brazil and Vietnam (see “Kommersant” from September 26). At the beginning of the year, the exchange prices for Arabica rose to $ 4 per pounds versus $ 2–2.4 in 2024, notes the director of marketing « Dublby » Semyon Butrimov.
The share of coffee in the cost of the finished drink is not dominant, and even the rise in the price of the purchase of coffee does not directly proportionally affect the cost, says Sergey Rumyantsev. For the preparation of one cup, it is necessary for 17-18 g of coffee, which costs about 25-30 rubles. At the rate of 1.5–1.7 rubles. For 1 g of Brazilian Arabica grains, he clarifies. In addition, due to large volumes, the networks have a purchase shoulder, which allows you to level prices for several months, added to the Chocolate House.
At the same time, retail sales of coffee – ground, grain, capsule and soluble – in general fall. In January-April of April, this indicator throughout Russia decreased by 3%of the year, but due to the growth of the average check by 13%, to 830 rubles, the revenue of specialized stores increased by 10%, calculated in the “OFD platform”. The most noticeable decrease occurred in the offline segment, which accounts for the main share of sales, analysts clarify. According to the “OFD platform”, in April, the number of points implementing coffee decreased by 9% year by the year, mainly due to non -set stores.
Large retailers, on the contrary, were able to increase coffee sales. In Metro this year, grain coffee sales increased by 37% year by year, soluble – by 21%. In the “Crossroads” and “Ribbon”, the sales of coffee in grains, in capsules and ground also grew. The tape explains the growth of demand by the desire of consumers to save on the purchase of coffee in the way. Many consumers already have homemade coffee machines and coffee makers: in 2024, the number of coffee machine purchases increased by 30% by the year, says Dmitry Batyushenkov, CEO of the OFD platform. Only in Vastiville noted a slight decrease in coffee sales.
