Retailers and restaurateurs told how they will replace the more expensive tea and coffee

Coffee beans recommended to save from inflation unroasted

In early August, it became known about the upcoming rise in the price of coffee and tea – a number of manufacturers notified retailers of a price increase of 6-9% from September 1. The reason is not only fluctuations in the exchange rate of the ruble, but also the low yield of the respective crops. Retailers are promising to soften the rise in prices with promotions – but it is clear that in the long term, “colonial goods”, as tea and coffee used to be called, will become less affordable. As sellers and restaurateurs intend to get out of the situation, MK found out.

The price increase was announced by a manufacturer operating in the economy and middle price segment – Kommersant refers to the corresponding document. The interlocutors of MK in federal retail chains did not confirm the existence of the document, but agreed with the main message: in the coming months, a significant increase in the price of this range is expected. The reason is simple: the lion’s share of the cost of tea and coffee products is imported raw materials.

At the same time, according to a representative of one of the federal chains that has stores ranging from discounters to upper-middle class, price increases could cause a sharp decline in consumption, especially in the regions.

– We do not expect a refusal from bagged tea in favor of loose tea, – the marketer said. – The fact is that the decision to buy, as a rule, is influenced by the ratio of the price and not even the quantity of tea, but the size of the package. Yes, a 200-gram package of loose tea theoretically gives more drink than 100 bags – however, this is true where tea is drunk by large groups, even at the level of family consumption, this advantage is not there.

Substitution of tea from imported raw materials can go in two main ways, the MK interlocutor added. Firstly, the sale of tea from domestic raw materials and friendly countries will increase somewhat – for example, barter or trade for rupees with India and other tropical states is possible, in which case exchange rate fluctuations will not be so sensitive.

“Secondly, the market for Ivan-tea and other substitutes for black and green tea will grow, including due to the release of a larger number of blends of black, green and herbal tea,” the marketer suggested. – This process, in general, has already begun: pay attention to how many teas with herbal supplements have appeared on the shelves. The case when the measure is aimed at reducing costs, but plays to the benefit of taste.

As for coffee, it is possible that if the price increase is long-term, there will again be a massive demand for substitute drinks, in particular coffee with chicory, the representative of the chain said. Fortunately, these drinks are no longer so strongly associated with the Soviet shortage, but on the contrary, they have acquired the shade of products for environmentally conscious people, “vegan coffee”.

Restaurateurs, as a representative of one of the chain of restaurants of Central Asian cuisine told MK, have only two ways to “work out” the increase in selling prices for tea and coffee: raise prices and reduce the concentration of the product. Let’s add: in pre-revolutionary Moscow, when first-class tea, like coffee, was not very accessible to the mass visitor of teahouses and taverns, the then “restaurateurs” practiced drying and re-brewing tea. And they dried it right on the metal sheets of the tavern buildings, in the sun. Who knows, maybe we’ll live!

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