87% of Belgians Consume Coffee: "A Social Ritual"

A fixture both at home and in public spaces, coffee remains deeply embedded in Belgian consumption habits. And this ritual is now increasingly associated with a demand for higher-quality products, according to Nespresso.

“Coffee is much more than just a drink; it’s a social ritual that structures the day and fosters connection,” said Patrice Gicquel, CEO of Nespresso Belgium, earlier this month on the occasion of International Coffee Day. His remarks accompanied the release of the 2024 CUP Report (Coffee Usage Profiler), a market study conducted in partnership with Ipsos among 1,038 Belgian respondents.

Nearly nine in ten participants reported drinking coffee regularly, with average daily consumption reaching just over three cups. While most coffee is consumed at home, one in five cups is enjoyed outside the household. The workplace ranks as the second most common setting.

“In companies, we see how a pleasant coffee corner and high-quality coffee have become key drivers of employee well-being and satisfaction,” Gicquel noted.

Coffee as Fuel and Release Valve

This environment also appears to encourage in-person office attendance. According to ISS, a major player in the Belgian catering sector, 64% of surveyed employees cited a full-day food and beverage offering – coffee included – as a motivator to work on-site.

“It’s essential to create spaces where people can disconnect or slow down, like coffee club-style experiences,” said Claus Christensen, Head of Workplace Experience and Advanced Analytics at EY Nordics. His comments reflect concerns around the blurred boundaries of work brought on by digital tools and remote connectivity.

Rising Demand for a More Refined Experience

Nespresso, a Nestlé division and a pioneer in portioned coffee, also sees a shift in consumer expectations. “There is growing awareness around coffee quality. Coffee lovers are increasingly seeking craftsmanship and flavor over volume,” said Gicquel.

This trend is particularly evident in the flavored coffee segment, buoyed by the seasonal popularity of offerings such as last summer’s Pistachio coffee and the perennial Pumpkin Spice Cake, a "bestseller every autumn."

When drinking coffee outside the home, 10% of consumers opt for flavored varieties. Meanwhile, more than half (51%) prefer their coffee black, typically in a large cup. Fewer than a third add sugar or sweeteners, and just 9% opt for iced coffee.

Health Impacts: A Complex Relationship

The relationship between coffee and health remains nuanced, depending on the dose, preparation method, and individual sensitivity. “Coffee is a complex beverage made up of over 1,000 bioactive compounds, including caffeine, chlorogenic acids, ferulic acid, and diterpenes,” notes Belgium’s Superior Health Council (SHC) in its latest dietary guidelines.

In moderate quantities, coffee contributes not only to hydration but also to potassium intake. Among healthy adults, evidence points to several potential health benefits associated with regular consumption.

“Studies highlight a beneficial link between coffee consumption and lower mortality, as well as a reduced risk of cardiovascular disease. The dose associated with these effects is approximately two to four cups per day,” the SHC states.