Ukraine is seeing a steady increase in the popularity of filter coffee alongside a gradual decline in demand for Americano, according to a study by Poster POS, ProAgro Group reports.

The study shows that filter coffee sales increased by 35% over the past four years. At the same time, the Americano segment, after an initial growth phase, has been declining — by 0.6% in 2024 and 3.6% in 2025.

According to Poster POS data, in 2025 the average price of a cup of filter coffee reached UAH 67, which is 62% higher than Americano (UAH 42). Despite the significant price difference, consumers are increasingly choosing filter coffee, perceiving it as a higher-quality product.

“Guests are willing to pay more for filter coffee because it is perceived as a more ‘premium’ and flavorful experience — different beans, a different brewing method, and brighter taste. It’s no longer just coffee, but a different experience in a cup,” said Vitalii Kononykin, founder of the Seaters coffee shop chain.

Meanwhile, Feliks Bezruk, co-owner of Funt Coffee, noted that filter coffee is moving from a niche product to an everyday choice. Along with taste, its growing popularity is driven by faster serving times in cafés and the preferences of younger consumers, for whom filter coffee is the default black coffee.

Overall consumption of Americano still significantly exceeds filter coffee volumes: in 2025, 10.5 million cups of Americano were sold compared with 1.3 million cups of filter coffee. However, the ratio narrowed from 11:1 in 2021 to 8:1 in 2025.

Poster POS is a Ukrainian restaurant automation company that develops accounting software for the HoReCa sector, installed on tablets. The study analyzed aggregated sales data from 650 coffee shops between 2021 and 2025 that sold both Americano and machine-brewed filter coffee.

As previously reported, earlier this month New York Exchange Arabica coffee futures declined amid expectations of a high harvest in Brazil, the world’s largest coffee supplier.

Source: Open4Business