Greece coffee market shifts toward home espresso consumption

The Greek coffee market is undergoing a significant transformation driven by changing consumer habits and economic pressures. While traditional Greek coffee remains a staple, its market share is declining as consumers increasingly favor espresso in various forms, including capsules and beans, to replicate the cafe experience at home.

Data from NielsenIQ indicates that coffee retail sales in Greece reached approximately 501.4 million euros in 2025, representing a 13.7% increase. The category has become the third largest in terms of turnover within organized retail, following only cheese and milk. Despite rising costs of living, coffee remains a resilient part of the Greek daily routine, though many consumers are reducing their frequency of visits to cafes to save money.

Industry leaders, including Anastasios Giagkoglou, President of the Greek Coffee Union, have highlighted challenges such as rising raw material prices, transportation costs, and the Special Consumption Tax (SCT) imposed in 2017. The Union argues that the SCT increases inflationary pressures and encourages illegal trade without providing meaningful benefits to the value chain, calling for its reduction or abolition to support both businesses and consumers.