Did you know that nearly 40% of Europe’s hot beverages are enjoyed outside the home? According to Datassential’s March 2025 report on Hot Beverage Drinking Habits in Europe, coffee dominates the scene, accounting for over 60% of all hot drinks across the continent. But coffee shops today are offering more than just a caffeine fix—they’re evolving into lively cultural centers where local tastes meet global influences. In this blog, we’ll explore how these trends are reshaping the hot beverage landscape and what it means for businesses and consumers alike.

What’s Brewing? Europe’s Favourite Coffees Out-Of-Home

European coffee drinkers have a serious approach to their beverage choices, yet their preferences differ from one country to another:

• France: Espresso reigns supreme, with 71% of consumers choosing it when drinking coffee away from home. Long coffee (62%) and double espresso (58%) also have strong followings.
• UK: The cappuccino tops the list (65%), followed by latte (61%) and americano (58%), reflecting the UK’s love for creamy, milky coffees.
• Spain: Latte is the main drink consumed out-of-home for 74% of consumers, with cappuccino (68%) and decaffeinated coffee (67%) also popular, suggesting a trend toward social, relaxed coffee occasions.
• Italy: Unsurprisingly, when Italians go out for coffee, 87% choose espresso as their beverage of choice, followed by cappuccino for 74% of Italian consumers and macchiato for 65%, ristretto (61%) and mocha (55%), highlighting Italy’s rich coffee heritage.
• Germany: Cappuccino (68%), latte (65%), and espresso (58%) are the most consumed coffees, highlighting a balance between tradition and modern tastes.

These figures reflect more than drinking preferences—they offer operators a roadmap for localising menus, formats, and experiences. Coffee culture in Europe is as diverse as its geography.

Where Are Europeans Drinking Their Coffee?

The location is just as important as the drink itself. Coffee shops are a hub for socialising, working, or simply relaxing across much of Europe, but the popularity of coffee shops varies by market:

• Spain: 69% of coffee drinkers visit coffee shops, but the traditional cafés and bars are their preferred locations.
• UK & Italy: In the UK, coffee shops are the leading destination for out-of-home coffee consumption, with 64% of consumers favouring them. Similarly, in Italy, 64% of consumers also frequent coffee shops; however, traditional cafés and bars remain the most popular venues for enjoying coffee outside the home.
• Germany: 48% of consumers who take coffee away from home choose coffee shops, with the remainder likely splitting their coffee moments between bakeries, quick-service restaurants, and other venues.
• France: Only 40% of French consumers who take coffee away from home opt for coffee shops, reflecting the country’s tradition of cafés, brasseries  and restaurants as the best alternative coffee destinations.

Chains Vs. Independents: A Divided Market

While the scent of coffee is universal, the business models behind the scenes are more fragmented. Chains still dominate many cities, but independents are gaining traction by offering unique, local experiences.

Market share data illustrates this divide:

• UK: The UK leads Europe with approximately 25,000 coffee shops – the highest number of points of sale in Europe. Chains represent 46% of these outlets, generating 78% of total coffee shop sales.
• Germany: 44% of units, 54% of sales.
• France: 29% of units, 57% of sales.
• Spain: 22% of units, 45% of sales.
• Italy: Just 10% of units and 11% of sales—highlighting a strong independent café culture.

Major players like Costa Coffee and Caffé Nero dominate in the UK, while others like Columbus Café & Co, Coffee Fellows and Segafredo lead elsewhere in Europe. Yet independent cafés are competing with offerings like small-batch roasting, curated drink menus, ethical sourcing, and interiors that reflect local character. For many consumers, authenticity and community matter more than consistency, giving independents a unique edge.

Emerging Trends: Coffee Shops As Multifunctional Spaces

Coffee shops across Europe are becoming more than just beverage outlets. They are now social hubs, remote offices, and cultural venues.

• Coworking integration: Many cafés provide communal seating, strong Wi-Fi, and hourly pricing with unlimited coffee—perfect for cities with limited space.
• Visual appeal: Drinks like latte macchiatos are now made for looks as well as taste, often served in glassware to highlight their layers.
• Experiential elements: Events like live music, latte art workshops, and wine nights boost customer engagement and loyalty.

These trends show a shift from transactional to experiential hospitality.

Operational Focus Areas: Staying Competitive

To succeed in today’s coffee market, operators are focusing on six key areas:

1. Menu Customisation & Innovation: Develop signature drinks, seasonal specials, and creative pairings to stand out.
2. Targeted Marketing: Promote best-selling drinks that match local preferences and run region-specific campaigns. For example: If you’re opening a new location in Spain, promote your latte and cappuccino options front and center. In Germany, ensure that both traditional espresso and milk-based drinks feature prominently.
3. Design & Ambience: Enhance guest experience with thoughtful design, attractive packaging, and appealing beverage presentation.
4. Technology: Offer mobile ordering, loyalty apps, and contactless payments as standard.
5. Barista Training: Ensure staff deliver skilled, consistent service as menus grow more complex.
6. Sustainability: Implement eco-friendly practices, from reusable cups to transparent sourcing, to attract environmentally conscious customers.
   These strategies are quickly becoming industry standards, not just optional improvements.

What’s Ahead: The Café As Community Anchor

Europe’s coffee shops are morphing into versatile spaces—espresso bars by morning, brunch spots by noon, and wine lounges by night. Operators are experimenting with multipurpose models that include coworking, retail, and cultural programming.

Yet, amid all this change, one constant remains: today’s European consumers want more than just coffee—they seek connection, identity, and craftsmanship. Foodservice leaders who align with these values and operate with agility will thrive.

In a market shaped by both tradition and transformation, the most successful coffee shops will be those that not only serve a great product but also help shape the cultural fabric of their communities.

Maryline Guilleminot is the Europe Marketing Manager at Datassential.

Looking for deeper insights into European consumers or the latest coffee trends?
Explore the full Hot Beverages in Europe report, uncover emerging food and beverage trends across the European continent, or dive into key highlights from the 2024 U.S. Coffee Trends Report.