Coffee culture shift: Moldovans ditch instant coffee despite 30% price hike
Moldova’s coffee market is undergoing a significant transformation, with annual consumption per adult expected to exceed 200 cups in 2026.
Despite a 30% price increase compared to 2024, citizens are increasingly opting for high-quality coffee beans over instant alternatives.
In 2025, the country imported 2,250 tons of coffee, a steady increase from the previous year. Economic forecasts for 2026 suggest imports will reach 2,500 tons as the beverage evolves from a simple routine into a sophisticated daily ritual.
A shift toward premium quality
Economic analyst Veaceslav Ionita highlights a pivotal change in consumer behavior. "We are ending the year with 190 cups of coffee per adult, and next year we will surpass 200 for the first time," Ionita stated.
He noted that for the first time, the value of whole bean imports has surpassed that of instant coffee. This indicates that Moldovans are prioritizing flavor and origin over convenience, even as global costs rise.
The rise of local roasting culture
In central Chisinau, entrepreneurs like Alexandru Stucalov are fueling this change. Stucalov, who manages a boutique coffee-museum, offers over 30 international recipes and observes that local roasting standards now rival those in Italy.
"Chisinau has begun to roast coffee exceptionally well," Stucalov said. "Rare varieties are being brought in, which is wonderful because people are expanding their palates and discovering their own specific tastes."
International trade and local spending
Italy remains the dominant supplier, accounting for nearly 63% of Moldova's coffee imports, followed by Germany at 9.3%. Conversely, coffee exports from Moldova saw a sharp decline, dropping to just 15 tons in 2025.
Local consumers report spending significant portions of their monthly budgets on the habit. Regular drinkers often spend approximately €51 (1,000 MDL) per month to maintain their daily ritual, with many investing in home grinders and natural beans to ensure quality.
Translation by Iurie Tataru
