The Romanian coffee market in 2014 was valued close to EUR 420 million, according to a PwC Romania study. This is a slight decrease from 2014, says the same source.
The same study put Romania 26th in Europe by average coffee consumption, with an annual per capita consumption of 2.3 kg, compared to the EU average of 4 kg per capita. This is caused by the high coffee prices in relation to local purchasing power, as well as the VAT level and un-harmonized excise duty, say pundits.
The elimination of coffee duty could cut prices price, boosting consumption and encouraging the development of the coffee and coffee products market in Romania.
Romania is one of the last members of the European Union to still apply excises to coffee.