23.06.2026
The fifth issue of the Coffee & Tea Marketing Journal, a specialist scientific journal published by the Coffee and Tea Market Research Institute, has been released. This latest edition features up-to-date reviews, the results of unpublished research and expert insights into critical issues related to the coffee and tea market.
‘We not only illustrate how the coffee and tea store shelf is changing, but above all analyse consumer habits, describe fashions and trends in the drinks market and explore the social and cultural significance of coffee and tea, for example in building intergenerational relationships,’ emphasises Sylwia Mokrysz, President of the Coffee and Tea Market Research Institute.
Much like its European counterpart, the Polish coffee and tea sector is characterised by fierce competition and shifting consumer preferences on the one hand, and exceptional stability, which has so far remained unaffected by tariff wars or supply chains subject to various restrictions, on the other. In recent years, however, coffee- and tea-drinking culture and the associated rituals have been changing. ‘We are observing and researching these phenomena. From the outset, we have envisioned the Institute as a platform for the exchange of knowledge and experience, fostering connections between academia and industry,’ adds Sylwia Mokrysz.
In the latest issue of the scientific Coffee & Tea Marketing Journal, we recommend an article by Prof. Anna Dąbrowska of the SGH Warsaw School of Economics entitled “The Habits and Preferences of Poles Regarding Coffee Consumption and Perception”.
The author’s research shows that coffee remains one of the most popular drinks in Poland. According to data from the International Coffee Organization, approx. 150,060 tonnes of coffee are consumed in Poland each year, with each citizen consuming an average of 3.66 kg, or one cup per day. This places Poland 14th in the WORLD. Poles most often drink two to three cups of coffee a day (51% of responses), while 28.5% of respondents drink it once a day. Just over 5% drink four to five cups, and nearly 9% consume coffee occasionally, less than once a day. Over 6% of respondents do not drink coffee at all.
Coffee is regularly purchased by 96% of Polish households. Instant coffee is the most popular choice (38-40% of consumers). However, coffee beans and automatic coffee machines are growing in popularity, and Poland is currently one of the European leaders in terms of coffee equipment sales. Poles are increasingly choosing premium coffee, experimenting with alternative brewing methods and visiting specialty coffee shops, which indicates growing consumer awareness. The article by Prof. Anna Dąbrowska contains many interesting insights supported by the latest previously unpublished data.
In turn, Prof. Tomasz Zalega daringly brings us closer to the seemingly distant worlds of younger and slightly older singles and their coffee preferences. Although separated by generations, both consumer groups share a good knowledge of the brands on the market. However, they differ in the time of day when they drink black coffee, although the most common place for both groups is at home. 69.8% of young singles and 75.1% of older single people most often drink coffee there.
Most young singles drink coffee daily, whereas silver seniors usually consume two or three cups a week. Young people usually drink coffee in the morning, while older adults do so in the afternoon. In terms of type, instant coffee is the most popular among both age groups, followed closely by ground coffee. Whole bean coffee, which, as we know, requires a lot of effort, comes only third.
Finally, we recommend reading the article by the Polish-Bulgarian quartet of female authors. In their article, ‘Cultural, Social and Environmental Importance of Coffee in the Circular Economy’, Anna Zielińska-Chmielewska, Dobrosława Mruk-Tomczak, Miglena Angelova and Nikola Fabisiak discuss the multifaceted role of coffee and the significance of waste generated throughout the entire coffee production and consumption chain, based on available research and analyses. This is probably the first time that coffee waste has been described in the Polish press as a significant source of biomass for use in the energy, agriculture, food, cosmetics and textiles sectors.
‘It may seem like a minor issue, but as early as two years ago, it was estimated that the global coffee industry generates around 40 million tonnes of biomass per year. In other words, that’s around 650 kg of waste per tonne of coffee This waste is a rich source of organic compounds, including hemicellulose, cellulose, lignin and fatty acids, and can be used to produce biohydrogen, which is, in turn, a useful and renewable energy carrier,’ stated Sylwia Mokrysz. In conclusion, she added, ‘You may not like coffee, but it is hard to dispute its importance for societies, trade and, as recent studies show, for a sustainable economy too1’.
The Coffee & Tea Marketing Journal can be downloaded free of charge from the Coffee and Tea Market Research Institute’s website.
The Coffee and Tea Market Research Institute was established in 2022. Its founders are Prof. Grzegorz Maciejewski, PhD (University of Economics in Katowice), Prof. Łukasz Wróblewski, PhD (University of Economics in Katowice) and Dr Sylwia Mokrysz (Mokate Group). All of these individuals are members of the Polish Scientific Marketing Society. The Chair of the Programme Council of the Coffee &Tea Marketing Journal, a magazine published by the Institute, is Prof. Magdalena Sobocińska, PhD, a member of the board of the Polish Scientific Marketing Association. The Institute operates internationally.
The Institute’s website can be found at: https://ctmri.eu/
The journal’s website can be found at: https://ctmri.eu/coffee-tea-marketing-journal/
To download the journal, click here.
1 https://www.sciencedirect.com/science/article/pii/S0926669025016140.
Source: Coffee and Tea Market Research Institute
Photo: Sylwia Mokrysz
