Dynamics of the coffee market in Russia in 2024: Nescafe maintains leadership in kg

Analysis of ROMIR data for the period from October 2023 to September 2024 shows a transformation of the coffee market in Russia. There is a shift in leadership in monetary terms: the Nescafe brand has lost its position to Monarch. In terms of units, MacCoffee has taken over the leadership. However, if we consider the market in kilograms, Nescafe maintains its leading position.

It is noteworthy that in the sales segment in units, there is a significant growth of such brands as Maxim, Suare, Lavazza (which returned to the Russian market after leaving in 2022), as well as the Magnit chain's own brand. This growth is associated with the expansion of the range of goods presented in retail outlets and on the consumer market.

Over the past year, there has been a positive dynamics of turnover in the coffee market, showing an increase of 10.3%. At the same time, the growth in tonnage amounted to just over 2%, and in terms of pieces - almost 9%. This fact indicates that Russian consumers prefer to buy coffee in small packages.
Despite the growth in absolute indicators, there is a negative trend of a decrease in the number of buyers and their frequency of purchases in the coffee category based on the results from October 2023 to September 2024. The key factors for this are the switch of the Russian consumer to purchasing ready-made coffee outside the home, as well as the accumulated stocks. However, the level of category penetration still remains one of the highest - almost 96%.
A decrease in the number of buyers in retail and a decrease in the frequency of purchases in the future may lead to stagnation of the coffee market in tonnage and pieces. However, we are observing another very interesting fact - the audience that makes at least one purchase of something in the HoReCa segment during the year - buys coffee in retail 53% more often than those families that do not visit public catering establishments at all.