The Swiss market potential for coffee

Switzerland has a diverse and thriving coffee sector, home to many large and small-scale companies. It is Europe’s sixth-largest green coffee importer and Europe’s third-largest roasted coffee exporter. All large importing and roasting multinationals have trading offices in the country. Switzerland imports coffee directly from several producing countries, making it a very interesting destination market for coffee exporters. The Swiss market itself is characterised by a high interest in sustainable coffees and increasingly also in higher-quality coffees.

What makes Switzerland an interesting market for coffee?

The enormous coffee roasting industry in Switzerland demands high volumes of green coffee. Switzerland is Europe’s sixth-largest green coffee importer, importing from several coffee-producing countries. Switzerland is Europe’s third-largest roasted coffee exporter. In terms of export value, Switzerland has ranked as number one for many years.

Switzerland is the sixth-largest green coffee importer of Europe

In 2021, Switzerland ranked as Europe’s sixth-largest green coffee importer. According to data from Eurostat, Swiss green coffee imports amounted to 192 thousand tonnes that year, corresponding to 5.3% of all European green coffee imports. In 2021, 99% of Swiss green coffee imports were sourced directly from producing countries. The main suppliers were Brazil, Colombia and Vietnam. Swiss imports grew at an annual average rate of 7.1% between 2017 and 2021.

Coffee imports mainly enter the country through the Rhine River via the port of?Basel?and its sub-ports Kleinhüningen, Birsfelden and Auhafen Muttenz. The world’s largest green coffee importers all have trading offices in Switzerland, being:?ECOM,?Louis Dreyfus Company,?Olam Food Ingredients?(ofi),?ED&F Man?and?Bernhard Rothfos Intercafé?(part of Nuemann Kaffee Gruppe).

Which trends offer opportunities or pose threats on the Swiss coffee market?

Swiss consumers are increasingly interested in specialty coffees, shown by a growing number of specialty roasters and coffee shops in the country. Still, most coffee is purchased in supermarkets. Retailers in Switzerland are driving forces for the increasing share of certified coffees in the market.

Growing demand for high-quality coffees in Switzerland

Despite being one of the world’s largest roasted coffee exporters, Switzerland is also home to a thriving domestic coffee market. In 2020, per capita coffee consumption amounted to approximately?7.9 kg?per year. Domestic?demand for mainstream quality coffees have stagnated, while that for high-quality coffees has grown.

There is a?growing number of specialty roasters?on the Swiss market to cater for this demand. Examples of specialty roasters in Switzerland include?Vertical Coffee,?Mame Coffee?and?Drip Roasters.?Coffee Avenue?is a web shop showcasing a large number of Swiss specialty coffee roasters and their coffees.

The number of?specialty coffee shops has also increased?on the Swiss market. Examples of these shops are:?The Coffee Project,?Just Coffee?and?169 West.

To further boost the specialty segment and promote conscious coffee consumption, the?Specialty Coffee Association Switzerland?(SCAS) organises specific coffee events, seminars and courses. The?Swiss Coffee Festival?is an example of such an event and is especially aimed at Swiss-German speakers. The?Swiss Coffee Connection?is the main event for the French-speaking Swiss. There are also several private coffee academies, authorised by SCAS, to promote knowledge about specialty coffees, like?Academie du Café.

The Swiss coffee market's potential is further amplified by the increasing consumer awareness of environmental and social issues. This has resulted in a growing preference for ethically-sourced, eco-friendly coffee products, which align with the values of environmentally-conscious consumers. This trend has also contributed to a rise in the demand for single-origin, specialty, and craft coffee, as customers seek unique and diverse flavor profiles and are willing to pay a premium for these exceptional experiences.

To capitalize on these opportunities, coffee exporters should stay informed about the latest trends and preferences of Swiss consumers. This includes understanding the importance of certifications, such as fair trade, organic, and Rainforest Alliance, which are seen as indicators of sustainable and responsible practices. Exporters should also consider collaborating with local partners, such as roasters, retailers, and coffee shops, to gain a better understanding of the market dynamics and consumer preferences.