Demand for quality coffee increasing
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Thanks to the temporary relocation of coffee consumption to the home environment, there is a growing demand for quality coffee and quality coffee machines as well, according to research by Costa Coffee and online retailer eMAG.
According to the research, the demand for quality coffee is constantly growing in the domestic market and there is also a noticeable shift from functional coffee toward coffee experiences.
Tendencies similar to coffee sales trends can be detected in the coffee machine market: customers are placing more and more emphasis on quality coffee and the tools needed for it. This is confirmed by sales data of coffee machines and coffee makers. According to the experiences of eMAG Hungary, Hungarians have been continuously developing their at-home options even in the coffee machine category since the beginning of the pandemic: automatic espresso machines with built-in grinders are generating an outstanding turnover, but the sales of capsule coffee machines have also increased significantly at eMAG.
According to eMAG's sales numbers, the purchases of moka pots and traditional drip espresso machines are decreasing, while Hungarian customers are moving from filter coffee machines to capsule or automatic types, because of the more convenient use.
More and more consumers are choosing the convenient coffee capsule solution at home, but quality coffee bean sales are also increasing in Hungary, Costa Coffee says. The company's sales are the strongest in these two categories, offering sustainable, Rainforest Alliance Certified Coffee.
When Costa Coffee was launched last May, Coca-Cola HBC Hungary aimed to achieve a 20% market share in the premium segment of the Hungarian coffee market in the first 12 months – the company has successfully reached this goal.
Since the launch of the supermarket product category, many people have ordered non-perishable food, including coffee from eMAG: according to the company's data, both coffee capsule and coffee bean sales have increased significantly since the start of the pandemic. Although ground coffee still has the largest slice of the market in Hungary, the coffee capsule and bean segments have been growing strongly in the last few years.
This tendency is supported by eMAG’s sales numbers: 52% of the coffee they sold is capsule coffee and 31.5% is coffee beans, while ground coffee is only 6%. Hungarian customers have clearly moved towards quality at-home coffee consumption in the past year and even now after the pandemic situation has eased.
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