The culture of coffee consumption in Moldova is gradually approaching European standards. According to the European Coffee Federation (ECF), in 2022 the average level of coffee consumption in Europe will be 5.7 kg per person. In Moldova, this indicator remains lower - 0.75 kg per person in 2023. However, it shows a steady growth.

Coffee consumption has increased 60 times in Moldova since 2000. In 1995, Moldovans drank only three cups of coffee per year; by 2023, this figure had risen to 134 cups per person, and predictions for 2024 are 153. This is above the global average, but still below the European standard of 550 cups.

Financial significance

In 2023, Moldovans spent about 1.5 billion lei on coffee. Nearly 300 million lei of that went to the state budget in the form of taxes. The development of a coffee consumption culture has a positive impact on the country's economy.

Key market players

The Moldovan coffee market is highly competitive. The most important chains are the following

• Coffee Point: actively develops the specialty coffee business by importing high-quality beans from Romania.
• CoffeeLike: offering customers reasonable prices and regularly adjusting costs to remain competitive.
• Tucano Coffee: the average check is about 100 lei, which includes coffee and a snack.
• AMELIA COFFEE: operates in Balti, offering a more affordable average check - 55-60 lei.

Among the niche cafes in Chisinau, Poetry Coffeeshop, Coffee Monkey, Luno, Raccoon Coffee, Red Rabbit Specialty Coffee, Lemon Coffee, Pasio Coffee, and Yoco Coffee & Drinks have made significant progress.

Coffee Point Positioning

Coffee Point differentiates itself from competitors through several key factors:

• Focus on the growing number of consumers who prefer specialty coffees.
• Daily sales at one location were in the range of 300-350 cups of coffee, a testament to the chain's growth in popularity.
• Experimenting with marketing campaigns in social networks, creating unique content, targeting a young audience and developing loyalty among existing visitors is the company's key strategy. It frequently runs promotions, offering special conditions for guests and new menu items.
• Successful optimization of the supply chain: the company started direct import of coffee, reducing the cost of beans from 700 lei to 500 lei per kilogram, allowing it to offer competitive prices.
• Dmitry Dupley, the Network's Director, noted that even with rising grain prices and increasing wages, the Network continues to maintain high profitability due to steady demand..

Prices and consumer preferences

• The average cost of a cup of special coffee in Moldova begins at 50 lei..
• Depending on the region, the average check varies: In Chisinau it is 100 lei, in Balti it is about 55-60 lei.
• In 2023, the chains, including Coffee Point, generated profits between 20 million lei and LE 39 million lei.

Prospects and Issues

Experts expect coffee prices in Moldova to increase by 20-30% in the coming years, driven by climatic factors in producing countries and logistics costs. However, steady consumption growth and a focus on quality products are mitigating the negative effects of this change.

To remain competitive in the dynamic coffee market, chains, including Coffee Point, are adapting to the new conditions by optimizing costs and paying more attention to service quality.