Home Coffee Brewing Booms in Russia with Specialized Devices

Russians have been turning to home coffee brewing more frequently, aided by various coffee gadgets, according to industry sellers and coffee machine vendors. Over the past year, sales of such devices have grown by one-third. Consumers aim to recreate café-quality coffee at home, driving demand for advanced, multifunctional, yet cost-effective machines.

In 2023, sales of coffee machines and makers in Russia increased by over 30% compared to 2022, reaching 29.4 billion rubles. Around 2 million coffee preparation devices were sold, a record figure. In the first quarter of 2024, sales rose by 37% in units and 50% in value, totaling 613,000 units worth 9 billion rubles. Over the past five years, the coffee electronics market has tripled.

The pandemic has significantly boosted coffee’s popularity, shifting consumption to homes and increasing the demand for functional, automated models, now accessible in the mid-price range. The first quarter of 2024 saw a one-third increase in demand for coffee machines, with a 32% rise in revenue and a 34% increase in orders compared to the previous year. The interest in coffee makers also grew, with a 22% increase in revenue and a 9% rise in orders.

Year after year, there’s a steady increase in the demand for coffee machines and related equipment, a trend likely to continue. The main reasons include a love for coffee among consumers, the still small household penetration of coffee machines, and the gradual shift from basic drip and capsule devices to more advanced automatic machines.

Economic confidence is rising across the country, with people willing to spend on technology and premium food products, noted Svetlana Televnaya from Metro. The trend towards ready-made food solutions has also led to increased sales of coffee capsules and drips, observed in both B2B and B2C segments.

Wildberries reported a 217% increase in coffee machine sales in the first quarter of 2024 compared to the same period in 2023. Ozon saw a 57% increase in units sold and an 89% rise in revenue. Despite a 22% drop in average prices, consumer preference has shifted towards Russian brands, with a notable rise in demand for affordable drip coffee makers.

Retail data indicates steady coffee bean sales growth of 2–4% annually, with higher figures in discount stores. Ground and capsule coffee sales remain stable, while ready-to-go coffee in retail networks grew by over 20% year-on-year. Sales of espresso blends for home use have doubled, with increased interest in filter coffee.

The rising demand for coffee machines is attributed to ongoing coffee consumption growth in Russia, current trends, and consumers’ desire for quality coffee at home. The pandemic popularized hybrid and remote work, with many preferring office-quality coffee at home. Technological advancements in coffee preparation also play a role.

Content-Review’s Sergey Polovnikov noted that coffee machine demand growth is linked to the transition from capsule machines to full-fledged coffee makers due to cost savings and desired taste. Eldar Murtazin from Mobile Research Group highlighted that salary increases have led to first-time purchases of coffee machines, further boosting coffee sales. The anticipated price rise for coffee due to global supply issues also influences consumer behavior.

Pavel Komarov from Avito pointed out that rising grain prices and the desire for customized coffee at home drive the purchase of coffee machines. The cultural development of coffee consumption in Russia continues to grow, supporting this trend.