There is no such thing as cheap coffee anymore

This article is available for reading in Trade magazin 2025/2-3.

Tamás Sárközi
head of coffee division
Coca-Cola HBC

“The purchase price of Arabica coffee beans increased by 19% and the price of Robusta soared by 45% between January and August 2024. Sales growth in the category has slowed down recently, mainly due to price hikes in the coffee market, but quality, origin, the coffee consumption experience and sustainability remain strong drivers for premium consumers”,

points out Tamás Sárközi, head of coffee division at Coca-Cola HBC Magyarország.

Coffee is eternal

Ákos Bősze
HoReCa business
development executive
METRO

Ákos Bősze, HoReCa business development executive of METRO:

“Coffee consumption is as popular as ever. In 2024 coffee consumption was very much shaped by Generation Z, who know a lot about the world and are active on social media”.

At product level METRO is supporting the catering industry with the Rioba coffee house range, offering a wide and versatile product selection, and with METRO Chef Veggie barista plant-based drinks.

Balázs Szabó
HoReCa director
Mocca Negra

“There is no such thing as cheap coffee anymore, and owing to the elevated prices a drop in demand can be felt. Sales of capsule have suffered because consumers find them too expensive compared to beans or ground coffee”,

informs Balázs Szabó, HoReCa director of Mocca Negra.

Quality, consumption environment, knowledge

Coca-Cola HBC’s experience is that the environment and design of the bar or restaurant and the quality of the coffee served are among the most important criteria for choosing a place to enjoy a cup of coffee. Seasonal specialities are popular in HoReCa. Coca-Cola HBC offers HoReCa partners a complex service across both coffee brands: premium coffee machines, grinders, logoed cups, glasses and other equipment in addition to product sales.

METRO believes the hospitality industry not only needs to master new coffee drink recipes, but also has to rethink its work processes to be able serve food-sensitive and vegan consumers. Although the price of coffee has elevated, it is still this drink that generates the biggest profit for restaurateurs.

Mocca Negra expects consumption growth in the hospitality sector this year. The company suggests to its more open partners that they should have more coffee drinks on their menu, in order to be able to serve a bigger consumer base. Last year coffee consumption was down 3% in the European Union. Worldwide demand for coffee is growing, but supply is unable to keep pace.

Most owners want an economical machine that runs on low electricity costs

Coffee machines

Gábor Staudt
B2B manager
Nespresso Professional

“Offering high quality, innovative coffee solutions to business partners at the touch of a button”,

this is how Gábor Staudt, B2B commercial manager of Nespresso Professional defines the company’s goal – in offices and catering units alike.

The product range extends from small, easy-to-use and portable machines to high-performance professional coffee makers designed to serve hundreds of people.

Professional coffee machines are part of Coca-Cola HBC’s portfolio of services provided to partners. Their coffee machines are equipped with a telemetry system, which gives remote access to the consumption habits of guests.

More conscious consumer demands are also changing the catering offer

The digital and the energy-saving

Tamás Gulyás
marketing director
Pannon Kávé

“Because of the restaurant closures and inflation, many of our partners have been forced to close their businesses and our sales have decreased due to rising prices. Currently café, bar and restaurant owners like to have touch panel coffee machines with a large digital display, which now have a telemetry feature as well. There is also a demand for energy efficient machines that can be operated with low electricity costs”,

says Tamás Gulyás, marketing director of Pannon Kávé Kft.

Nespresso Professional’s offering consists of 21 different coffee pods at the moment – including organic, flavoured and dairy varieties – which can be used to create lots of coffee recipes. As far as the company is concerned, its commitment to sustainability and product innovation is also a competitive advantage: the nationwide capsule collection system enables the recycling of used capsules.

Barista training

As part of Coca-Cola HBC’s complex services portfolio for HoReCa partners, they also offer professional barista training at one of the company’s two training centres in Budapest. There are barista courses at the METRO Gastronomy Academy too: a basic course, a latte art course and a complex five-day course. Pannon Kávé offers some training when the coffee machines are set up. The problem is that in many cases the company finds: there is completely different staff behind the counter upon Pannon Kávé’s second visit, who lack the necessary skills and knowledge. //