Russians consumers are drinking more coffee, says report from Nielsen
Michael Chen
Senior Web Developer
Coffee sales are on the rise in Russia, growing by 1.2 percent in 2016 – according to data research company Nielsen. The trend represents a turnaround for the drink’s popularity in the country after sales fell by up to 0.5 percent in earlier years, RBK reports.
According to Nielsen, while instant coffee dominates the market in terms of sales, demand for natural coffee (ground or beans) increased last year. Greater marketing activity is responsible for the spike, said Marina Lepenkova from Nielsen Russia.
“This drink has become one of the most promoted categories in the past year,” she added.
Tea sales, both black and green, have fallen for the second year running. In 2015 they decreased by 4.4 percent, and 4 percent in 2016.
The supermarket chain Dixie claims that some buyers who previously chose tea had switched to coffee.
General director of the Russian Association of Tea and Coffee Producers, Ramaz Chanturia, notes that the drop in tea consumption might not only be due to the popularity of coffee, but also demand for hot herbal drinks.
Source: comunicaffe.com/russians-consumers-coffee-nielsen/
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