The impacts of COVID-19 are shaping the performance of coffee in 2020. On one hand, restricted social occasions and closures of on-trade establishments such as cafés, coffee shops, bars, restaurants and canteens have severely impacted foodservice channels and led to steep declines; on the other hand, consumers have been spending more time at home and thus increased their coffee consumption in the home setting.
As Romanians have increased their at-home consumption, new trends are emerging for different variants of coffee as consumers attempt to recreate the café experience. For example, fresh ground coffee pods shows the highest retail volume growth in 2020, whereas regular instant standard coffee shows the steepest retail volume declines.
Jacobs Douwe Egberts RO SRL maintains its lead in coffee in 2020, further increasing its retail value share. Also in 2020, the player changed its global owner from Jacobs Douwe Egberts to JDE Peet's BV, to further expand its well-established Jacobs brand of strong coffee which is popular as a morning beverage.
Price is expected to remain an important factor for purchasing decisions over the forecast period. Price-sensitivity, however, often acts against trends for indulgence and premiumisation, which may affect demand for the specialist variants which are becoming more popular in 2020 due to the increase in home consumption.
A key question for the performance of coffee over the forecast period is about economic development in the country. If unemployment and decreasing incomes continue in the next period, consumers will readjust their spending by focusing on essentials only, until spending power becomes stronger again.
Foodservice channels will continue to be impacted by several factors resulting from COVID-19. Even after reopening, the reduction in incomes after months of inactivity, along with the dawn of a global recession, will not sustain growth in consumer foodservice.
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Understand the latest market trends and future growth opportunities for the Coffee industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Coffee research and analysis database.
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