Karoulias: In addition to alcohol, he invests in coffee

By George Lampiris

A market with increasing dynamics, that of coffee in local consumption (focus points), sees in the market B.S. Karoulias, which maintains a strong portfolio of alcoholics. That is why lately it has been investing significantly in coffee, having created its own brand Cortese, which is roasted in partner facilities in Italy.

It is characteristic that during the last decade in the HoReCa market (hotels, restaurants – cafes, catering) coffee consumption in Greece has increased by 50%. This fact is attributed, according to market sources, to the fact that a significant part of the Greeks sought and found an economical entertainment solution during the previous economic crisis, in combination with the development of coffee shops in the form of take away , which further enhanced off-home consumption.

The increase of the tourist flow that enters our country in recent years also contributed to the strengthening of coffee consumption. Those who know the coffee market and alcoholics typically point out that coffee has managed to “steal” sales from alcoholics, while at the same time the way we have fun has changed in recent years and especially during the pandemic, where the Greek public has transferred entertainment earlier in terms of hours and in fact quite often immediately after leaving the office, significantly limiting the output for a drink on weekdays.

Apart from Cortese, which is available exclusively through wholesale restaurants – presence in more than 500 stores nationwide – Karoulias also has the Dallmayr brand, with a presence in retail as well as the portfolio of the Italian company, Diemme.

It is no coincidence that other major companies active in the field of alcohol and soft drinks, such as Coca-Cola with Costa Coffee or Beverage World of the Fotiadis group with Lavazza coffee, have also invested in coffee. seeing the gradual shift of part of alcohol consumption to the specific market.

Coffee 8% of the turnover of Karoulia

According to information, the coffee portfolio brings about 8% of the total turnover for Karoulias, which in the comparable year 2019 when the stores were operating normally was 53.64 million euros. As for Cortese, which is the brand that the company has developed exclusively on its behalf, it is a premium label, which also maintains a share of exports of 10% in the Baltic countries and Cyprus.

How much coffee do we drink in Greece?

In our country the consumption inside the house (including internal consumption in workplaces) is estimated at about 25,000 – 30,000 tons per year and the consumption outside the home in restaurants at about 15,000 tons per year. If one looks at the market in terms of value, the sales of coffee consumed at home – office and coming from retail, amount to about 400 million euros per year and the sales corresponding to the final product of coffee offered by Greeks in cafes and so on. focal points are estimated at € 3 billion on an annual basis, according to market executives with a thorough knowledge of the subject.

The espresso champion in out-of-home consumption

Dividing the consumption by type inside and outside the house as a whole, the dominant consumption is the Greek with a percentage corresponding to 32%, followed by the instant with 30%, the espresso with 28% and the filter with 10%. But if one looks at the share of coffee products in sales by volume only on the HoReCa channel – away from home, one will find that based on NielsenIQ data for the months March – April 2021, espresso is the most popular with 87.1% , the Greek follows with 6.1%, the instant with 5.8% and the filter with only 1%.