Myth vs Reality: The Coffee Aisle Has Changed. Some Old Assumptions Haven’t.

Coffee is having a bit of an identity crisis right now and retailers across Europe are seeing it firsthand.

Coffee has officially entered its ‘expect the unexpected’ era. Spend enough time talking to retailers across Europe and you start to realize that many of the assumptions we’ve held onto for years simply don’t apply in quite the same way anymore. 
 

Prices have been at record highs, consumers are becoming more intentional with every purchase and the category is navigating everything from inflation and new regulations to rapidly changing consumer habits. And yet, some of the things happening on the shelf seem almost contradictory. So perhaps it’s time to challenge a few myths. 
 

Myth #1: Private label is the budget option. 

Reality: Private label has become a strategic growth driver. 
 

Across Europe, retailer brands accounted for almost 39% of grocery sales’ value in 2024, reaching a record €354.5 billion across 17 markets, according to the Private Label Manufacturers Association International Council. While coffee remains a category where price matters, retailers are increasingly using private labels to differentiate and strengthen their market position.
 

That might mean premium single origins, certified and responsibly sourced coffees, more sustainable packaging solutions, convenient formats such as capsules and concentrates or products tailored to local consumer preferences and drinking habits. 
 

Private label is no longer simply there to offer an alternative to branded products.It is increasingly becoming a destination in its own right. 
 

Myth #2: Consumers just want cheaper coffee. 

Reality: Consumers want coffee that feels worth paying for. 
 

The price of roasted coffee increased significantly across Europe during 2025 as record green coffee prices were reflected on supermarket shelves. Industry analysts estimated that retail coffee prices could increase by 15% to 25% depending on the market and category. (Source: Reuters) 
 

The expectation was simple: consumers would buy ‘down’ to control spend. What retailers are seeing instead is more nuanced. Many consumers seem to be asking a different question entirely: “If I’m paying more for coffee anyway, what am I getting in return?” The answer may be better quality, a stronger sustainability story, more convenient formats or a more premium experience at home. 
 

European coffee consumption is expected to remain relatively stable in volume, while continuing to grow in value (source: CBI). 

Myth #3: Premium and convenience are opposites. 

Reality: Consumers want café quality in 30 seconds. 
 

For a long time, the industry treated premiumization and convenience as opposite ends of the coffee spectrum. Consumers would either invest time in grinding beans and perfecting their morning ritual, or they would choose speed and simplicity. 

Today’s coffee drinker seems less interested in making that trade-off. 
 

The same consumer who enjoys freshly ground whole bean coffee at home may also reach for capsules before a morning office meeting or prepare an iced coffee using a concentrate on a busy afternoon. 
 

Germany reflects this shift particularly well. 1 in 3 households now owns a fully automatic coffee machine, helping whole bean consumption reach a record 193,800 tonnes in 2025 (Source: Perfect Daily Grind). At the same time, approximately 1 in every 10 cups consumed in the country is prepared using instant coffee (Source: Comunicaffe International).
 

Consumers are no longer choosing between quality and convenience. Increasingly, they expect convenience to deliver quality too. 
 

Myth #4: Brands set the trends. 

Reality: Retailers are increasingly helping write the playbook.
 

For a long time, innovation in coffee followed a familiar pattern: brands launched, retailers followed and private label adapted. That model is becoming increasingly outdated. 
 

Many of the conversations we’re having with retailers today revolve around ideas that barely existed a few years ago. Premium soluble coffees, liquid coffee concentrates, functional coffee, more sustainable packaging solutions, origin-led storytelling and products designed around entirely new consumption occasions. 
 

Increasingly, retailers aren’t waiting for trends to arrive. They’re helping shape them. 
 

At Beyers, we see our role extending well beyond producing coffee. Whether it is beans, ground coffee, capsules or soluble formats, our focus is on helping retailers identify where the next opportunities are emerging and translating market trends into products that make sense for their shoppers, their shelves, and their markets. 
 

Perhaps the biggest myth of all is that the goal is to keep up. In coffee today, the goal is to stay ahead.