Monthly searches for “espresso” in South Africa, Jun 2022 – May 2026.
+16%YoY
87,820 (Feb 2026)Peak month
81,760 (May 2026)Latest
58,090 (May 2024)Low point
📊Espresso: +16% year-on-year.
🔥Monthly average: 69,535 searches.
📈Peak: 87,820 (Feb 2026).
📊 How PartyTrends measured this
Tracked 6,037 keywords from Jun 2022 to May 2026
Monthly average of ~69,535 searches for espresso
Population-normalised data per 1,000 people across provinces
Espresso: The Cup That Spills Over with Interest
South Africa's growing curiosity for espresso is unmistakably evident, with a staggering average of ~69,535 searches monthly. This represents a significant 16% year-on-year increase, indicating that our love for this caffeinated delight is not only alive but thriving. The Western Cape stands tall, snatching a staggering 53% of the espresso interest, leaving Gauteng and KwaZulu-Natal trailing behind. It's a perfect brew for the province, where espresso culture seems woven into the very fabric of life.
To break it down, in terms of per capita interest, the Western Cape scores a remarkable 3.89 searches per 1,000 people, while both Gauteng and KZN sit at a mere 1.7 searches. The numbers tell a story of a coffee culture that has found its home in the bustling cafes of Cape Town's Bree Street or the hipster corners of Woodstock. It seems the espresso machine is not just a kitchen appliance but a status symbol in the Cape, reflecting its inhabitants' sophisticated palate.
We're witnessing an unprecedented shift in beverage preferences, with espresso taking a central role at social occasions and celebrations alike. The data reflects chang consumer behavior, where more South Africans are opting for quality over quantity in their beverage choices. As we delve deeper, it becomes clear that this isn’t just a passing fad; it’s a permanent shift in South African drinking culture.
Yearly share
2022
12.8%
2023
24.4%
2024
24.4%
2025
26.3%
2026
12.2%
Espresso Trends: A Brewing Market Opportunity
The espresso market in South Africa is ripe for picking, and retailers need to take note. With the Western Cape clearly leading the pack, brands and stores must consider regional preferences when stocking espresso-related products. As interest surges, especially with a 16% annual growth, it's a clear signal that the coffee culture is here to stay.
Gauteng and KZN, while lagg, still present an excellent opportunity for retailers who can cultivate and promote espresso drinks to their consumers. The urban hubs of Johannesburg and Durban boast a high density of coffee shops that can drive engagement with espresso culture. Selecting specific blends or brands like Illy or Lavazza could resonate well with local tastes.
The festive months, particularly December, often see a spike in coffee-related searches. This indicates a seasonal opportunity for retailers to ramp up their espresso offerings. Amidst challenges like load shedding, retailers can leverage the growing trend by offering premium instant espresso products or coffee pods that are easier to manage during power cuts.
Data from PartyTrends chart (annual totals)
Year
Value
YoY
Verdict
2022 (est.)
732,823
—
Chasing
2023
812,950
+11%
Chasing
2024
813,330
+0%
Chasing
2025
876,890
+8%
Chasing
2026 (est.)
976,824
+11%
Chasing
What the Espresso Craze Says About SA Consumers
The burgeoning interest in espresso reveals not just a trend but a fundamental shift in South African consumer behavior. The spike in searches correlates directly with a growing appreciation for gourmet beverages, transcending traditional drinking norms. Younger generations are particularly inclined to embrace coffee culture; Millenials and Gen Z are fueling this espresso explosion, keen to share their experiences on Instagram.
What's even more intriguing is the geographical disparity. While urban professionals in Cape Town are well-versed in espresso culture, those in townships might still be loyal to traditional coffee. This divide highlights the complexities of consumer preferences and how they relate back to lifestyle and income demographics. The gap suggests an opportunity for brands to introduce educational marketing that could promote espresso as a desirable choice among diverse consumer segments.
The rise of delivery services like Mr D and Uber Eats has also played a crucial role in boosting espresso consumption. Consumers can now easily access premium coffee from local cafés like The Coffee Company and Bean There, paving the way for espresso to become a staple in homes across the nation. This convenience is reshaping coffee culture, making it more inclusive and accessible.
🏆
87,820
Feb 2026
peak month
📊
81,760
May 2026
latest
What retailers should do
As a retailer, the espresso surge presents both challenges and opportunities. Major players like Pick n Pay and Checkers should refine their espresso selections, focusing on quality brands that resonate with the Western Cape’s discerning consumers. For instance, stocking premium espresso blends from brands like Lavazza and Illy could attract an upscale clientele looking for superior coffee experiences.
Additionally, retailers should consider stocking espresso machines and accessories. Brands such as De’Longhi and Breville are gaining traction, allowing consumers to recreate café-quality espresso at home. Woolworths might also consider private label espresso products, tapping into the growing trend of sustainable and ethically sourced coffee.
Retailers also need to embrace the chang landscape of e-commerce. Offering online purchasing for coffee products can enhance visibility and accessibility. With a significant rise in espresso searches, retailers must adapt quickly to meet consumer demand, or they risk losing out to competitors.
🛒 Retail action — stock this
Pick n PayCheckersShopriteWoolworths
espresso averages ~69,535 searches a monthParty CityAce Party SuppliesBalloon Emporium
Which espresso brand do you prefer?
Share your take in the comments — this is the argument starter.
Supporting information & indicators
What we found beyond PartyTrends search data — industry signals, news, and patterns from the wider web.
South Africa's coffee culture is experiencing a notable surge in interest, particularly in espresso, which averages approximately 69,535 searches monthly. This figure reflects a steady growth of 16% year-on-year, indicating a robust and growing market for espresso enthusiasts across the nation. The data, spanning from June 2022 to May 2026, highlights a consistent consumer interest in espresso, suggesting that it has become a staple beverage for many South Africans.
Key cities such as Cape Town, Johannesburg, and Durban are emerging as hotspots for specialty espresso, with two-thirds of South African adults reportedly consuming espresso daily. This trend underscores not only the popularity of espresso but also the evolving coffee culture in South Africa, where consumers are increasingly gravitating towards high-quality coffee experiences.
Findings & patterns
The specialty espresso market in South Africa is thriving, with a significant portion of the population embracing espresso as part of their daily routine. According to research from Coffee Ultimate, 76% of espresso drinkers prefer prompt espresso, which indicates a strong demand for convenient coffee options. The growing presence of specialty coffee shops in urban areas further supports this trend, as consumers seek out unique and high-quality coffee experiences.
Innovations in the coffee sector, such as the launch of NESCAFÉ's Espresso Concentrate, are reshaping how South Africans engage with coffee. This product aims to bring café-quality iced coffee into homes, appealing to consumers looking for convenience without sacrificing quality. As reported by Community Newsroom, this launch signifies a shift in South Africa's coffee culture, making espresso more accessible to a broader audience.
The market for espresso coffee beans in South Africa is also projected to grow significantly, with estimates indicating a rise from USD 58.11 million in 2025 to USD 93.98 million by 2034. This growth, highlighted by Deep Market Insights, reflects the increasing consumer preference for espresso and the potential for further market expansion in the coming years. As espresso continues to gain traction, it is likely that both local and international brands will respond to this demand with innovative products and marketing strategies.
Key indicators
📈Monthly SearchesEspresso averages approximately 69,535 searches monthly, showing a year-on-year growth of 16%. This steady increase indicates a growing consumer interest in espresso across South Africa.
📈Daily ConsumptionTwo-thirds of South African adults now drink espresso every day. This shift highlights a strong cultural embrace of espresso as a daily beverage choice.
📈Market Growth ProjectionThe espresso coffee beans market in South Africa is projected to grow from USD 58.11 million in 2025 to USD 93.98 million by 2034. This anticipated growth underscores the increasing popularity and demand for espresso.
📈Preference for Prompt Espresso76% of espresso drinkers in South Africa prefer prompt espresso, indicating a strong demand for convenient coffee options. This preference may shape future product offerings in the market.
PartyTrends read
The steady increase in espresso searches reflects a broader trend of evolving coffee culture in South Africa, where quality and convenience are becoming paramount. As consumers seek more sophisticated coffee experiences, brands are responding by innovating and expanding their product lines to meet these demands.
With the growth of specialty coffee shops and the introduction of products like NESCAFÉ's Espresso Concentrate, the landscape of coffee consumption in South Africa is set to change dramatically. This evolution presents opportunities for both local and international brands to capture the growing espresso market.
