Raivis Vaitekūns, Global Partnerships Manager and Resident Coffee Expert at Vendon, shares his perspective on recent changes in the German coffee market and what operators can learn from them.
Germany remains one of Europe’s most influential coffee markets. So when consumer habits begin to shift there, it is worth paying attention.
A recent article by Perfect Daily Grind highlighted several notable developments in the German coffee market:
- Whole bean coffee sales continue to grow
- more consumers are investing in bean-to-cup machines at home
- and the market reached record revenues despite a slight decline in overall consumption.
What stands out is not simply a preference for better coffee. Consumers appear to be becoming more deliberate in their choices, placing greater value on freshness, convenience, and the overall coffee experience.
These trends are specific to Germany, but they reflect a broader shift many operators across Europe are already beginning to see.
The question for operators is not whether this trend exists.
The question is whether they are keeping pace with it.
Quality is no longer enough. Consistency matters.
When discussing coffee quality, the conversation often focuses on beans, recipes, equipment, and beverage options.
Those things matter.
But from an operator’s perspective, consistency is often the bigger challenge.
Customers rarely judge a coffee service based on one exceptional cup. They judge it based on whether the experience is consistently good over time.
A machine that delivers excellent coffee one day and mediocre coffee the next creates uncertainty. And uncertainty is difficult to overcome, especially as customers become more aware of quality.
As expectations rise, consistency becomes a competitive advantage.
Knowing the trend is one thing. Keeping up with it is another.
Most operators already understand that customer expectations are changing.
The challenge is not identifying the trend.
The challenge is understanding how those changing expectations affect daily operations.
Consumption data can reveal changing customer preferences and purchasing behaviour. It can help operators understand which drinks are becoming more popular, which locations have changing demand, and where adjustments may be needed.
Remote machine cleaning monitoring help verify that quality and hygiene routines are being followed consistently across locations.
Preventative maintenance help monitor machines when they require attention before performance issues begin affecting drink quality or customer satisfaction.
Market reports help explain what is happening in the industry.
Operational data shows whether operators are actually keeping pace with those changes.
The home coffee experience is raising the bar
One of the most interesting observations from Germany is the continued growth of whole bean coffee and fully automatic coffee machines in homes.
Consumers are becoming increasingly accustomed to freshly ground coffee and higher quality beverages.
That does not mean every customer suddenly becomes a coffee expert.
But it does mean expectations continue to rise.
The quality benchmark many consumers use today is often shaped by the coffee experience they have at home.
Operators therefore face a growing challenge: delivering a consistently good experience across multiple locations, machines, and customer environments.
Looking beyond Germany
Germany’s coffee habits may be changing, but the lesson for operators extends far beyond one market.
"Whether the trend is whole beans, specialty coffee, trending beverages, or higher quality expectations, the underlying message remains the same: customers are becoming more selective. The real question is not whether expectations are changing. The real question is whether operations are changing with them. "
Are quality routines being followed consistently across locations?
Are machines maintained to deliver the same experience every day?
Are operational issues affecting quality before anyone notices?
Understanding that customer expectations are changing is important. Knowing whether you’re keeping pace with those expectations is what ultimately matters.
Inspired by insights from Perfect Daily Grind’s article “Germany’s coffee habits are changing” (June 2026).
Raivis Vaitekūns
Global Partnerships Manager & Resident Coffee Expert | Vendon
