Greek consumers are actively stocking up on coffee as they brace themselves for impending price hikes on this beloved beverage. Recent data reveals a significant surge in supermarket coffee sales, marking a substantial increase of up to 60% in January compared to the previous year. Notably, even coffee varieties that had been experiencing a decline in sales, such as filter coffee, saw a resurgence in demand during this period.

Statistics from January 2025 indicate a notable uptick in both the value and volume of coffee sales at supermarkets. Instant coffee, in particular, experienced a remarkable 60% surge in sales volume and a 38% increase in sales value. Executives in the organized food retail sector attribute the disproportionately higher sales volume to an extensive promotional campaign conducted by a major multinational company dominating the instant coffee market.

Greek coffee sales also saw a positive trend, with a 12% rise in sales volume and an 11% increase in sales value. Filter coffee and espresso, including capsules, witnessed moderate growth in both volume and turnover. The surge in sales can be attributed not only to consumers’ rush to secure their coffee supply before anticipated price hikes of up to 30% but also to the strategic promotional efforts by multinational coffee companies.

A key factor influencing the sales dynamics is the temporary ban on promotional offers following price increases, forcing consumers to make bulk purchases during promotional periods. A coffee market expert highlighted the market distortion caused by this regulation, emphasizing that a more liberal approach to offers and potential tax reductions could lead to a more consumer-friendly market environment.

The current scenario underscores the delicate balance between consumer demand, pricing strategies, and regulatory interventions in the coffee market. While the surge in coffee sales reflects consumer behavior in response to market dynamics, it also sheds light on the complexities of pricing strategies and promotional activities employed by industry players.

As Greek consumers navigate the evolving coffee market landscape, the interplay between supply, demand, and pricing mechanisms continues to shape their purchasing decisions. The ongoing fluctuations in coffee sales serve as a microcosm of the broader economic landscape, highlighting the intricate relationship between consumer behavior and market forces.