Coffee industry sees rising EU imports and shifting consumer trends

The coffee industry is seeing diverse developments across Europe. In the European Union, coffee import values rose significantly to 18.7 billion euros in 2025, with Brazil remaining the largest supplier, providing over one million tons. Germany stands as the EU's largest importer and producer.

In Vienna, the Wirtschaftskammer Wien has launched the ‘Book Weeks in the Coffee House’ campaign to celebrate International Coffee Day. The initiative aims to revitalize traditional coffee house culture by distributing 20,000 books and hosting literary readings, countering economic pressures from rising costs and changing consumer habits.

Consumer trends are also shifting toward decaffeinated options. Tchibo has expanded its ‘Feine Milde’ line to include a decaffeinated version, responding to data showing that 35% of coffee drinkers avoid caffeine in the evenings to protect sleep quality.

In the retail sector, MediaMarkt is running major promotions, offering significant discounts on coffee machines and electronics through a VAT-refund style campaign for members.