Coffee is by far the most popular drink in Germany, ahead of mineral water and beer. The increased price of the last few months hasn’t changed that. After all, coffee is not a product that consumers give up because of inflation. Regardless, the bean is getting cheaper in the supermarket.
After the butter prices, those for coffee in Germany are also slipping. The retail chains Aldi, Kaufland and Norma significantly reduced the prices for ground coffee and whole beans. Edeka, Rewe, Penny and Netto announced that they would follow suit. The discounter Aldi announced that it had reduced the prices of its own brands Morena, Markus Kaffee, Amaroy and Tizio in the more than 4,000 branches “permanently by up to 20 percent”. The coffee will be cheaper by up to one euro per 500 gram package.
Competitor Norma also lowered prices practically in step. Kaufland announced on its website: “We are permanently reducing the prices for filter and bean coffee”. When asked, the supermarket chains Edeka and Rewe and the discounter Penny announced that they would reduce prices to the same extent as their competitors. That will happen “promptly”, it said at Rewe. “The branded coffee is also cheaper,” said Edeka. The background to the red pen campaign: The price of coffee has fallen noticeably on the world market since the autumn and this is now being passed on to consumers.
It should only be a matter of time before the rest of the trade follows the price reduction of the pioneers. After all, coffee is considered a basic price item that customers use as a guide when perceiving a retailer’s price. Butter prices had already started to slide at the beginning of February. The price for the cheapest 250 gram pack of branded butter fell from 1.99 to 1.59 euros.
Coffee is by far the most popular drink in Germany, ahead of mineral water and beer. According to Statista, the average per capita consumption is 169 liters per year. That corresponds to around 500 million cups. The times when such quantities were only consumed in the form of filter coffee are long gone. Because coffee is no longer just a stimulant, but a lifestyle and is enjoyed in various variations, such as cappuccino, latte macchiato, lungo or crema.
