retail
Market researcher: Coffee loses young buyers
Whole bean on the upswing, pads in a descent: The coffee market in Germany changes – also through the buying behavior of younger people. They often rely on other vocalists.
The preferences of young consumers have an impact on the coffee market in Germany. The buyer range for coffee decreased from 88 percent in 2019 to 85 percent in 2024, as can be seen from data from the market research company YouGov. The value indicates how many percent of all potential buyers of a product this product actually buy in a certain period of time.
Ground coffee and pads in particular recorded significant declines. The buyer range of entire beans, on the other hand, rose from 31 to 41 percent. This growth was also driven by the spread of fully automatic machines. According to YouGov, the segment has recently reached a plateau. Instant coffee also achieved more buyers than five years earlier in 2024.
Energy drink instead of filter coffee
According to the director of YouGov “Shopper Intelligence”, Alexander Schwarz, demographic shifts in particular present the coffee market with major challenges. “Younger consumers drink less coffee or prefer consumption out of the house,” he said. They buy less coffee accordingly or use other caffeine drinks. Two thirds of Gen Z Households Buy Energy Drinks “In addition, more and more companies are offering free coffee for their employees,” says Schwarz.
dpa
Source: Stern
