“Millennials choose fresh roasting.” What happened to the coffee market in Russia during the year — Poster research
The growth of the “takeaway coffee” format, the filter instead of Americano and the fashion for the hario funnel-the company for automating cafes, restaurants and stores Poster analyzed the purchases of Russians in coffee shops. The study is based on non-personalized data from online sales offices of about 1000 chain and independent coffee shops in Russia
Mimicry specialty coffee and mass-market
According to Knight Frank, the potential of the coffee market in Russian cities with millions of people is 7.6 times higher than the current market saturation, and in Moscow-4 times. The annual increase in the number of coffee shops of all types in Russia is on average 3 %.Although a significant share of them is still occupied by large operators and franchising points, among mono-projects, the obvious mainstream is author’s coffee shops, which are often referred to as”third-wave coffee shops”.
A mandatory attribute of such coffee shops that focus mainly on Millennials is fresh roasted grains, “alternative” brewing methods, high — quality equipment, professional baristas, but most importantly-a more conscious approach to purchasing raw materials and preparing coffee.
However, there are so many people in Russia who consider themselves to be third — wave coffee shops and sell specialty coffee (a category of high-quality coffee) that it is not an easy task to understand what is really hidden behind a beautiful name. The biggest losers are consumers who often don’t understand the relationship between price and value.
“Modern domestic coffee shops are actually catching up with what was on Western markets 20-30 years ago. And the fastest way to integrate into reality at the moment is, for example, frenzied activity in social networks, and the more instagrammable, the better. But, unfortunately, there is not always something behind these pictures, ” says Valentina Moxunova, one of the best Russian specialists in coffee quality, Q-grader, judge of the Cup of Excellence and Russian brewing and roasting Championships.
“Speshelti-coffee is not just a coffee that scored specific points, first of all it is about the relationship between farmers, coffee shops and the consumer. It is very important to understand from whom, what and why you take. In the West, these things are so worked out that they have become part of the process. And in our country, when they copy the external form, they may not notice these moments, unfortunately. But while our market is not saturated, all this may still exist for some time and not affect the consumer’s decision to take or not to take coffee here.”
TOP 5 coffee drinks
According to Poster experts, Americano is still the most popular drink for guests of traditional coffee shops. Lattes, cappuccino, and espresso follow. The five most preferred coffee drinks are rounded out by the fashionable flat white and RAF, but they are chosen almost 18 times less often than American.
In third-wave coffee shops in Russia, latte, cappuccino, espresso, filter coffee, flat white and Rafa are preferred. Americano did not enter the top sales.
In all coffee shops, tea is sold 39 times worse than coffee.
TOP 3 alternative brewing methods
Third-wave coffee shops are easily distinguished from traditional ones due to the variety of ways to brew coffee. The word “alternative” has taken root in the Russian-speaking coffee environment, for which espresso and drinks based on it are considered traditional. In Europe and America, our “alternative” is mostly called hand brew (“cooking by hand”).
According to a Poster study, in 2018, the most popular alternative was to brew coffee using a hario V60 funnel. Aeropress and kemex were noticeably behind him. So, of the ten cups brewed by these methods, six cups are brewed using the hario V60, two and a half-on the aeropress and one and a half on the chemex. Since 2017, sales of the hario V60 have increased by 4 %, while aeropress and kemex have fallen by 3 % and 2%, respectively.
Active growth is shown by sales of cold brew-coffee, which is prepared on cold water for 12-18 hours. In the summer of 2018, compared to the summer of 2017, sales of cold brew in third-wave coffee shops in Russia increased by 11 %.
Today, many third-wave coffee shops in Russia are abandoning Americano in favor of filter coffee-a drink prepared with an electric filter coffee maker. This is the same coffee that is poured from a glass thermos in almost all American movies. In the United States, the fashion for filter coffee makers began at the beginning of the XX century, but in Russia the drink became fashionable due to the development of speshelti culture.
According to a study by the Poster automation company, 60 % of third-wave coffee shops in Russia sell filter coffee, whereas in traditional coffee shops, a filter machine is still a rarity. In 2018, sales of filter coffee in third-wave coffee shops in Russia increased by 7.5 %.
Many small coffee shops often start without a filter machine, as the equipment is expensive. “The filter coffee maker costs about 30-40 thousand rubles, but to grind the grains, you also need a powerful coffee grinder, because an inexpensive one will quickly fail. This is from 50 thousand rubles. But the standard is considered to be Mahlkonig EK43-about 190 thousand. In turn, under hario, aeropress, you can buy an inexpensive coffee grinder for a small stream, ” says Dmitry Pavlenko, founder of the Espresso Bike coffee shop in St. Petersburg. “Not all coffee shops immediately buy filter machines because people have a certain fear that they will not be able to realize the entire volume of prepared” in advance ” filter coffee and the excess will have to be poured out. Filter coffee can stand in a thermos for about 3-4 hours.”
Milk drinks vs black coffee
Russians still prefer coffee with milk. In traditional coffee shops, about 55% of coffee sales are occupied by drinks with milk added. In coffee shops of the third wave, this figure is 43 %, some of it is delayed by the dairy-free “alternative”.