We love it in the evening and in the afternoon: one in three Hungarians regularly drinks decaffeinated coffee

By: Trademagazin Date: 2023. 05. 10. 11:30

Costa Coffee has also entered the decaffeinated coffee market here. The brand is coming to retail with a capsule product compatible with Nespresso coffee machines, so from now on, even those who, for some reason, occasionally or never consume caffeinated drinks, can experience the premium taste of Costa Coffee without compromise. Based on joint research by Costa Coffee and gkid, the proportion of decaffeinated coffee lovers is high: every third respondent consumes it regularly, mostly because they like the experience of drinking coffee, but do not want to consume more caffeine.

From 2021 to 2022, the turnover of decaffeinated Nespresso compatible coffee capsules increased by 20 percent in value on the entire coffee market, while this ratio was 17 percent for caffeinated products. Despite the fact that decaffeinated coffee accounts for 2 percent of the total coffee market in terms of value and only 1 percent in terms of volume, it can still be said that more than a third of coffee consumers consume decaffeinated coffee with some regularity.

The goal of Costa Coffee’s portfolio expansion is to reach as many coffee consumers as possible and to offer solutions for as many coffee consumption occasions as possible – in line with Coca-Cola HBC Hungary’s business strategy, which aims to be able to offer solutions for all possible consumption occasions at all hours of the day.

In the first quarter of this year, Costa Coffee and gkid asked nearly 3,000 domestic coffee lovers about their coffee consumption habits: they were mainly interested in what their opinion was about decaffeinated coffee and for what reasons they choose it. The representative research revealed that 34 percent of respondents drink decaffeinated coffee (also), most of them in the afternoon and evening.