Illustration: Trends in coffee consumption in EuropeCoffee culture is undergoing significant change right now. According to a survey by Deloitte, in which 7,000 consumers from 13 countries participated, important trends are emerging in the coffee market.
Despite the abundance of cafés, people mostly drink instant coffee at home. Young people prefer more milk in their coffee than older people, and it is becoming increasingly important to consumers that coffee is produced sustainably. The study also shows that there are differences between coffee lovers in the German, French and Italian parts of Switzerland.
Switzerland – a global centre for coffee In recent decades, Switzerland has become an important centre for the global coffee market. The country has several well-known roasters and some of the world's largest coffee machine manufacturers. Although Switzerland does not grow coffee itself, it has become one of the world's largest coffee exporters, second only to Brazil, with exports worth over 3.2 billion Swiss francs in 2023. Coffee is even a bigger export than traditional Swiss products such as chocolate and cheese.
Instant coffee is most popular at home Many people drink several cups of coffee a day, so convenience is important to them. Instant coffee is the most common method, with 39% preferring it, followed by filter coffee (28%) and coffee capsules (25%). Young people often drink coffee from cans or bottles, while older generations mostly use coffee machines.
Older people also drink more coffee than younger people. Gen Z (born from the mid-1990s to the early 2010s) drink an average of one to two cups a day, while older generations drink two to three cups. Young people also prefer more milk in their coffee, while older people more often drink black coffee.
Espresso takes over from café crème Café crème, which used to be the most popular coffee drink in Switzerland, has now become less popular than espresso. According to the survey, 46% prefer espresso, followed by cappuccino (37%) and latte (32%). This shows how Swiss coffee culture is becoming more influenced by Italian coffee traditions.
There are also differences between the different language regions in Switzerland. In German-speaking Switzerland, it is most common to add milk to coffee, while sugar is more popular in French- and Italian-speaking areas.
More people are brewing coffee at home During the pandemic, many people had to make their coffee at home, and this trend has continued due to rising prices. Over half of those surveyed (55%) have started making more coffee at home instead of buying it out.
Sustainability is becoming more important Climate change, deforestation and biodiversity loss are challenging coffee farmers. At the same time, sustainability and fair working conditions are becoming increasingly important to consumers. Almost half of the survey participants (46%) are familiar with sustainable coffee, and a quarter (28%) have tried it. More are also willing to pay extra for coffee that is produced in a fair and environmentally friendly way.
