Coffee prices are rising once more on international markets. Last year they had doubled and the trend continues. Roasters have long tried to absorb the increase, but today they have to pass it on to the final price. Not yet enough to change the habits of Belgians, big consumers of coffee.
A little coffee when you wake up or following a meal is a real habit for many. The Belgian consumes an average of just under 7 kilos per year. And despite the price increase Impossible to do without it. “At home, we drink a lot of coffee. In the morning, in the followingnoon. This increase will not make us lower our coffee increase. This is something important for us”, explains a customer present at a roaster.
Romain Van Hove, the roaster, has seen the cost of buying some coffees rise by 70%. No choice therefore to review the sale price. “Between 1.5 euros and 3 euros per kilo. It’s really going to depend on the different cafes. But still a significant increase”, he points out.
We got used to consuming coffee that costs a little more
Several explanations: the bad weather in Brazil that had a significant impact on crops but also the rising cost of transport in the health context. “The coffee market is listed on the stock exchange. There is a lot of speculation. Inventories have never been lower in the United States and Europe in 22 years. Speculators are having a hard time with it. We’re really on the law of supply and demand.”
The rise in prices is also being felt in supermarkets, But not enough to curb consumers with a product like coffee. Angy Geerts is a professor of marketing at the University of Mons. She explains : “It has experienced what is called a ‘premiumization’ in recent years, that is to say that we have gone through the pod so an office coffee sold more expensive, there has also been the fashion for ‘Starbucks’ and different outlets selling coffee a little premium , … We got used to consuming a coffee that costs a little more than the one we used to find in restaurants.”
Towards a reduction in VAT?
Jacques, a brewery manager, was warned last month by his suppliers that the price of coffee had risen. But he hasn’t changed his rates yet. Despite everything for the manager, the situation is becoming more and more complicated : “Beers are also increasing with everything that has happened. We’re mostly focused on energy. We in the horeca, we are big consumers of gas and electricity. It’s a blow to us.”
To help the sector, the HoReCa Federation is asking the Minister of Finance to reduce VAT from 21 to 6% on soft drinks and coffee.