18 – 20 February 2020 • Russia • Moscow • Crocus Expo IEC, pav.1

Fast food has become the main channel for sales of coffee.

News
In the food service market, coffee is present in every third order and its consumption is growing.

Over the last year - from April 2018 to March 2019 - more than half, namely 52% of coffee orders came from fast food, according to NPD data, although a year earlier the share of orders from fast food was 48% (April 2017-March 2018). “Coffee has largely replaced cigarettes,” explains Marina Lapenkova, an expert in the food service market of the Russian NPD branch. - Previously, people would go out to smoke in order to socialize and briefly escape from business, but now, during a short break, they buy and drink coffee. And people of all ages began to drink coffee, from young people to the elderly. ”

In the past year and a half, the main driver of coffee consumption growth has been fast food, the most significant and dynamic segment of the food service industry. Coffee was present in 32% of orders in fast-food restaurants, ahead of soda, juice, water and milkshakes. Most large operators began to offer combo sets at an attractive price, where coffee comes with baking, muffin or pie. “In the early 2000s, quality coffee was available in coffee shops and restaurants. Now, fast food, retail and gas stations also invest in professional coffee machines and high-quality coffee, thus competing with coffee houses, ”comments Marina Lapenkova.

 

Share coffee orders in different channels

Period April 2018-March 2019 compared with April 2017 - March 2018

 

Segment

Segment share, %

Change to previous period, %

Overall market

100

7

Fastfood

52

14

Restaurants

13

-2

Coffee shops

8

12

Other

27

-3

 

The so-called “white cup” grows the hardest - an espresso-based drink with milk added (cappuccino and latte belong to this category). Over the year from April 2018 to March 2019, orders for the “white cup” increased by 12% compared to the same period of 2017–18.

Coffee is a universal drink that is used to start the day or finish a meal. It also serves as a snack, because it muffles or, if it is a “white cup,” it satisfies hunger. People now drink coffee instead of a snack at any time of the day; they often perceive a cup of coffee as pleasure. And they often order coffee unplanned: according to NPD, 18% of coffee orders from April 2018 to March 2019 were impulsive.

Moreover, Russia now drinks coffee more often than in Italy and France - countries with long traditions of coffee consumption. In the last year, coffee was present in 30% of orders of Russians, while in Italy - in 28%, in France - 2%. There are similar trends on the US market: over the last year, orders for fast-food coffee increased by 3%, with the white cup increasing by as much as 7% (April 2018 - March 2019 compared to the same period of 2017-2018).

 

29_05.jpg

pixabay.com