Germany Coffee Market Report 2022
Coffee buyers are prioritising ethics as a purchase driver, making it crucial for brands to highlight their ethical and environmental credentials on pack. Heidi Lanschützer, Category Director - Food…

Germany Coffee Market Report 2022

£ 2,195 (Excl.Tax)


The Germany Coffee Market Report 2022 identifies consumers’ attitudes towards coffee consumption, vegan coffee options, and the impact of COVID-19 on the Coffee Market Germany. This report covers the Coffee Germany market size, market forecast, market segmentation and industry trends for the Coffee Market in Germany.

Current Market Landscape

Our Coffee Report Germany shows that retail volume sales of coffee have been steadily increasing since 2018 with a spike in 2020 as sales of coffee benefited from ongoing nationwide lockdowns and restrictions as this created many more at-home coffee drinking occasions. Coffee has additionally benefitted from consumers looking for ways to boost their energy levels at a time when they have been feeling particularly anxious.

Moreover, consumers are shopping in ways that more closely align with their ethical values, with ethical features encouraging an astounding number of coffee drinkers to pay more for their coffee. Blockchain technology and scannable QR codes will become increasingly popular in the coffee market in Germany providing transparency about sourcing to shoppers.

Coffee Market Share in Germany and Key Industry Trends

The Germany Coffee Market Report predicts that the ongoing social distancing measures mean coffee continues to be drunk more in-home than out-of-home and retail sales are, as a consequence, boosted by this pattern of consumption.

Coffee’s role as an energy booster puts it in competition with energy drinks, many of which make a point of saying how many shots/cups of coffee/espresso their products are equivalent to in order to catch coffee drinkers’ attention and will potentially disrupt the Germany coffee market.

  • 85% of coffee drinkers aged 16-24 are encouraged to pay more for their coffee with ethical features.
  • 34% of Germans drank energy drinks in the last three months.
  • 12% of German coffee drinkers drink coffee in the early evening (6pm to 9pm).
  • 32% of German coffee drinkers/buyers aged 16-34 say grinding coffee beans at the supermarket is appealing.

Future Trends in the Coffee Market in Germany

As restrictions ease, our Coffee Report Germany predicts that some coffee consumption will move back out-of-home as this becomes part of people’s habits once more. More flexible working conditions, e.g. more working from home, will continue to support sales through retail. Additionally, coffees previously bought on the daily commute will also shift to the home.

Younger Germans are increasingly finding vegan/plant-based eating more appealing. This is an opportunity for coffee mixes to gain coffee market share in Germany. One example is Nescafé almond-, oat- and coconut-based lattes, which launched under different sub-brands and formats in select markets in 2021 and feature non-dairy milk.

Read on to discover more details or take a look at all of our German Drinks Market Research.

Quickly Understand

  • The impact of COVID-19 on coffee consumption and the retail market.
  • Consumption of coffee by type and frequency and where coffee is bought.
  • Consumer behaviours and attitudes related to coffee, including willingness to experiment and how to encourage product trial.
  • Features that consumers would pay more for in a coffee product, especially ethical factors.
  • Key trends in recent launch activity and opportunities going forward.

Covered in this Report

Products: Ground/roasted coffee, instant/micro-ground or coffee mixes (granules, pulverised, powders), coffee pods, ready-to-drink coffee with added ingredients such as milk powder, sugar, and sweeteners, and more.

Brands: Aldi, dm, Kaufland, Lidl, REWE, Tegut, Lavazza, Nestlé (Nescafé), Tchibo, Jacobs Douwe Egberts B.V., Krüger, Alois Dallmayr, Melitta, J.J.Darboven GmbH & Co. KG, and more.

Expert Analysis from a Specialist in the Field

This report, written by Heidi Lanschützer, category director of the Food & Drink and BPC sector, delivers in-depth commentary and analysis to highlight current trends in the Coffee Market Germany, and adds expert context to the numbers.

Coffee buyers are prioritising ethics as a purchase driver, making it crucial for brands to highlight their ethical and environmental credentials on pack.

Heidi Lanschützer
Heidi Lanschützer
Food & Drink and BPC Director

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • The impact of COVID-19 on coffee
    • Market context
    • Graph 1: types of coffee drunk in the last month, 2021
    • Graph 2: International Coffee Organization indicator price, as of November, 2011-21
    • Graph 3: consumers who are put off drinking RTD coffee by its sugar content, by age, 2021
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 4: company retail value and volume market shares of coffee, 2020
  2. market drivers

    • Graph 5: key economic data, in real terms, 2019-23
    • Graph 6: International Coffee Organization indicator price, as of November, 2011-21
    • Graph 7: consumption of tea and hot chocolate 2-3 times a month or more, 2021
    • Graph 8: current and projected share of age groups among population, 2020-30

    • Consumption of coffee by type and frequency
    • Graph 9: types of coffee drunk in the last month, 2019 and 2021
    • Graph 10: household ownership of coffee machines/systems, 2021
    • Graph 11: consumption of ground coffee/coffee pods by age, 2021
    • Graph 12: consumption of instant coffee, coffee mixes and RTD coffee by age, 2021
    • Graph 13: frequency of drinking coffee, by type, 2021
    • Graph 14: type of coffee drunk in the last month, 2019 and 2021
    • Purchase channels for coffee
    • Graph 15: in-store vs online purchase of coffee, 2021
    • Graph 16: coffee purchase by outlet in the last three months, 2021
    • Behaviours towards coffee
    • Graph 17: behaviours towards coffee, 2021
    • Willingness to pay more for coffee with certain features
    • Graph 18: coffee features that consumers would be willing to pay more for, 2021
    • Graph 19: consumers who would pay more for a coffee product with select ethical claims, 16-24s vs all adults, 2021
    • Attitudes towards coffee
    • Graph 20: [no title]

    • Graph 21: coffee NPD by coffee type, 2019-21
    • Graph 22: coffee NPD by private labels vs brands, 2017 and 2021
    • Graph 23: coffee NPD with ethical & environmental and/or natural claims, 2017-21
    • Graph 24: coffee NPD with on-pack fair trade or rainforest claims, 2017-21
    • Graph 25: coffee NPD with environmentally friendly package claims, 2017-21
    • Graph 26: coffee NPD with vegan claims, 2017-21

    • Retail market share of coffee by volume and value, 2019-20

  7. appendix

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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