Paulig Juhla Mokka - The most loved coffee in Finland

The consumers interest in premium coffee has continued to grow during the pandemic and ithis can be seen especially when looking at the growing figures in coffee machine and coffee bean sales. This also raises the level of expectations outside home, as well.

A half of consumers already claim to prefer dark roasted coffees as their first choice when buying take away coffees and wish, that these would also be served at work. Especially young consumers, who are living in cities prefer dark roasted coffees as their favourites.

People tend to drink coffee because of the taste and to pamper themselves. Thus, soft textures and taste are attractive.