Greek coffee market shows resilience amid shifting consumer habits

The Greek coffee market is demonstrating resilience despite facing significant global and domestic challenges. According to Anastasios Giagkoglou, president of the Hellenic Coffee Association, the industry is navigating volatile raw material prices, rising transportation costs, and the impact of the climate crisis on global coffee crops.

Consumer behavior is shifting as the cost of living rises. While people may visit cafes less frequently, coffee remains a staple for home consumption. There is a growing demand for espresso, capsules, and advanced brewing machines that offer convenience or a cafe-like experience at home. This represents a transition from traditional Greek coffee toward a more diverse product ecosystem.

On the business side, companies are struggling with high operating costs, including energy, rent, and wages. A major point of contention is the Special Consumption Tax (SCT) on coffee, introduced in 2017. The Hellenic Coffee Association is calling for the abolition or reduction of this tax, arguing that it does not effectively support the supply chain and instead contributes to inflation and illegal smuggling.