– current economic situation – high inflation or rising costs of living – affects the way of making purchasing decisions, but not a change in coffee preferences. Poles are more likely to shop, visit more than one store, use promotion or choose smaller packaging, but do not give up their favorite drink. Even the challenges related to the global raw materials market or climate change do not undermine the role of coffee in the everyday life of Poles – only the ways we reach for it. For example, we see some shifts between the segments – some consumers are looking for cheaper alternatives, others decide on premium products – says Tomasz Fajfer in an interview with Business Insider Polska.
– The most important trend remains unchanged – coffee accompanies us every day and is a ritual that we do not want to give up. But the way we drink it is constantly evolving. On the one hand, we see the premiumization of home consumption – more and more people invest in automatic espresso machines, thus choosing grains, and also reach for capsule systems. On the other hand, the growing share of coffee in the “Out of Home” segment. Many coffee lovers, especially from the younger generation, treat a visit to a cafe not only as a possibility of drinking a drink, but as a comprehensive experience. We notice it in our places, where customers are happy to talk to our professional barists. In addition, original flavor combinations (in our Coffee bars, e.g. recipes with citrus or matcha composition) and the “Ready to Drink” formulas have been well in the market. As Tchibo, we also follow preferences about decaf drinks, hence, among others Expanding our offer at the beginning of 2025 about Tchibo Exclusive Decaf – adds General Manager Tchibo Warsaw.
Do “Zetki” drink coffee differently?
– Generational differences are clear and extremely inspiring. The Z generation is currently trendsetters. They most often drink coffee “in the city” and are open to new products. They also pay great attention to the values of brands – authenticity, social responsibility and pro -environmental actions. This is particularly important to us, because as Tchibo since the beginning of our activity we have been consistently implementing a strategy of sustainable development. Millennials and generation Y value quality and are ready to pay more for good coffee. They most often use automatic espressoes, reaching for premium granular coffee. The X generation and the elderly are usually loyal consumers, remaining with their favorite classic brands and traditional brewing methods – “flooded” or soluble ground coffee dominates here – says Tomasz Fajfer.
What plans do Tchibo have on the Polish market? – The Tchibo business model is unique – customers can buy our products both in stationary and online stores – at tchibo.pl, as well as in popular retail chains and on Marketplace platforms. We currently have 50 stores throughout Poland, including 2 pop-ups and 6 outlets, which are very popular thanks to the attractive non-food offer (including clothing, accessories, interior design). We consistently implement our “coffeecentric” strategy in the area of expansion, according to which we modernize the premises, but also some of them are rearrained, putting strong emphasis on the cafe space (which we expand maximally, and even in the case of some locations we lead outside the stores) and to a proper exposure of products from the coffee category (coffee, machine, accessories), from which we start. “Coffee journey” in Tchibo stores – says Tomasz Fajfer.
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