Moscow – Qahwa World
Rising prices are reshaping how Russians consume coffee, pushing more people away from takeaway purchases and toward brewing at home. A trend that began to emerge in 2025 has strengthened in 2026 and is now influencing the broader coffee market.
According to Ramaz Chanturia, head of the Roschaikofe association, consumers are increasingly opting out of buying coffee to go and instead preparing it themselves. The shift is largely driven by a need to reduce everyday spending. Coffee shop purchases are no longer seen as a routine necessity but as a discretionary expense. Many people now prepare their drinks in advance and carry them in reusable thermal mugs.
Market data reflects this change. In early 2026, takeaway coffee sales declined in volume compared to the previous year, while revenue increased. This indicates that consumers are buying fewer cups but paying more per purchase. The pattern suggests price pressure and reduced purchase frequency rather than declining interest in coffee itself.
The price increase is driven by global factors. Supply challenges in key producing countries such as Brazil and Vietnam, combined with rising logistics and operating costs, are pushing prices higher. Forecasts suggest that the average price of a cup of coffee in Russia could reach 500 to 600 rubles by the end of 2026.
At the same time, the home coffee segment is expanding. Sales of coffee beans, grinders, and home brewing equipment are rising as consumers invest in making their own drinks. Improvements in home coffee technology have made it easier to achieve consistent results, allowing consumers to produce quality coffee without visiting a café. While professional baristas still offer a higher level of expertise, the difference is no longer significant enough for many people to justify the extra cost.
Despite these shifts, coffee remains an essential part of daily life. Industry experts describe it as a lifestyle product with strong emotional value, closely tied to routines and personal habits. As a result, consumers are more likely to cut back on other expenses than to give up coffee entirely.
The market is not shrinking but evolving. Consumption is moving from cafés into homes, creating a new pattern of behavior. Russia’s coffee culture is adapting to economic pressures, changing its format while maintaining its importance in everyday life.
