Increasing consumer attention to how coffee is being produced, as well as the desire to be informed about and contribute to fair manufacturing and industry employment conditions, have lead to an encouraging rise in sales of fair trade coffee in Germany, with recent figures far outstripping those of even a few years ago. Along with other hot beverages, coffee is also heavily advertised.
Roasted or ground coffee from a filter machine, as well as espresso are among the most popular coffee drinks in Germany. While consumers employ a variety of methods to prepare their brew, the most preferred are filter coffee and using pads or capsules in a coffee maker. Consumption levels were highest among those aged 46 years and older, though 36- to 45-year-olds were not far behind.
Brand leadership varied depending on the type of coffee consumed. Jacobs Krönung was the first choice among roasted and ground coffee lovers, while Senseo was the leader among fans of coffee pads.