The inflationary crisis and price increases have put a “brake” on Greek coffee consumption outside the home. According to a survey carried out by Kappa Research on behalf of the Hellenic Coffee Association, more than half of coffee consumers (54%) state that they have limited their outgoings due to the general climate of price appreciation in the market, while 45% of them state that they have not limited exits, despite the general climate of increases.

As far as price formation is concerned, those who consume coffee (including 95% of respondents) believe that its price has recently increased.

Specifically, the total percentage of those who answer that the price has increased is 93% and is divided into 75% of those who answer that it has certainly increased and 18% of those who answer that it has probably increased.

A finding that emerges from the research and is of particular interest, is that approximately 7 out of 10 respondents answer negatively to the question of whether there should be an Excise Tax on coffee. In particular, 80% state that there should not be a special tax, with 66% of them saying “definitely not” and 14% stating that “probably not”, as they consider that this specific measure increases the price of product that is their daily habit. Commenting on this specific finding, the president of the Hellenic Coffee Union, Yannos Benopoulos, speaking to APE-MPE, notes that “not only does there exist a Special Consumption Tax on coffee, but it has been a constant request of the Hellenic Coffee Union in recent years to abolish it”. According to him, “this specific tax measure burdens the operating costs of businesses as well as the price of the coffee that the consumer buys with an amount that exceeds 140 million euros per year”.

The profile of the Greek coffee consumer

From the extensive research, the main element that emerges is the inseparable relationship of the Greek consumer with coffee, according to what Mr. Benopoulos points out to APE-MBE.

Drinking coffee is a strong modern Greek tradition, as 95% of Greeks buy coffee. Indicative is the fact that about 8 out of 10 respondents drink coffee daily (84%), while most of those who do not drink (66%), make sure to stock their household with coffee. 50% of respondents will consume more than one coffee per day (usually 2 or 3).

For 75% of those questioned, the coffee habit is stable and is not replaced by the consumption of another beverage such as tea or chamomile. This habit, especially outside the home, was not affected even by the changes and restrictions that the pandemic brought to the daily lives of consumers. It is characteristic that 53% of respondents have never thought of giving up coffee. However, 17% would do so for health reasons, 14% for financial reasons and 13% because coffee causes them insomnia.

On top of that, for 38% of those who drink coffee, limiting its consumption at home, at work or outside the home, either for financial reasons or for other reasons, would automatically mean limiting their social interactions.

According to Mr. Benopoulos, according to Mr. Benopoulos, ground coffee accounts for 78% of sales, while 18% corresponds to capsule sales, which however show a growth trend in recent years. Greek dominates sales in supermarkets, while espresso is consumed first by far in the catering sector.

It is noted that the quantitative research carried out by Kappa Research for the Hellenic Coffee Association was carried out on a sample of 1,003 people in the 13 regions of the country between January 17 and 24. It was attended by men and women aged 17 and over. The data was collected by 61% (611 people) using the method of telephone interviews and by 39% (392 people) based on an electronic questionnaire through the specially configured online panel of Kappa Research.