Newsletters
Türkiye, once best known as a tea-drinking nation, is witnessing a striking transformation in coffee culture. Consumption of espresso-based coffee has steadily increased, reaching 1.1 kilograms (2.4 pounds) per person annually.
While cafes once defined social life, new research shows that 45% of coffee is now consumed at home, compared with just 14% in cafes.
Driving this change is the booming market for fully automatic espresso machines, which has tripled in size over the past three years.
These machines, capable of preparing up to 20 different hot and cold beverages with a single touch, have become especially popular among younger consumers.
Versuni, the company behind the Philips brand, shared its findings with the press ahead of the Istanbul Coffee Festival, held from Sept. 11-14.
Esin Karadede, Versuni Türkiye General Manager, said Turkish consumers increasingly want barista-level coffee at home.
She described this as part of a search for “affordable luxury,” with many now viewing coffee machines as a long-term investment in quality of life.
Despite the rapid growth, Türkiye still has significant room to expand. Karadede explained that household penetration of coffee machines in the country is only around 3–4%, while annual espresso consumption in Europe averages 5.6 kilograms per person.
She added that Philips now holds 63% of the Turkish espresso machine market and expects more than 400,000 units to be sold nationwide this year.
The research also revealed the emotional side of coffee consumption. For 78% of Turkish consumers, coffee represents pleasure and personal time.
Women often associate it with sharing and emotional connection, while men link it more with concentration and energy.
Mood strongly shapes preferences, with 37.5% of respondents saying their coffee choice depends on how they feel.
Younger adults between 18 and 34 associate coffee with inspiration and socializing, while those aged 35 to 44 value it for energy, and those over 45 see it as a ritual and source of enjoyment.
1 min read
2 min read
