Coffee drinkers are showing their darker side

Are you drinking more dark roast coffee than before? You are not the only one. The dark roast coffee is gaining ground in Sweden according to new statistics issued by the research company GfK Sweden.

- Medium roast is still the best-seller in Swedish stores, but it is evident that more and more people are asking for a more characteristic coffee that is rich in flavour, says Kent Pettersson, Sales Director at Löfbergs.

The survey from GfK was conducted between July 2012 and July 2013. It shows that the volume increase for dark roast is almost twice as large as for medium roast, up nine and five percent respectively. The share of households that buys medium roast is slightly sinking, but the share that buys dark roast is increasing. Almost half of all Swedish households have bought dark roast coffee in the past year.

A dark roast success
Löfbergs increased most of all in the dark roast segment. One important reason is the success the company has enjoyed with Kharisma that was launched two years ago.

- Kharisma is our most successful launch ever, and the sales are actually still growing. Apparently, we found a taste blend that is timely, says Kent Pettersson.

For more information:
Kent Pettersson, Sales Director Retail, Löfbergs, +46 (0) 54-14 01 43