Even coffee is expected to become a luxury for Albanians

Every morning, billions of people around the world start their day with a cup of coffee. But this daily ritual is becoming increasingly expensive.

Colombia, Brazil and Vietnam are the three largest coffee producers in the world. However, coffee production is facing serious challenges. High temperatures and erratic rainfall are negatively affecting coffee plants.

According to studies, by 2050, half of the land suitable for coffee cultivation could disappear.

In addition to weather conditions, farmers are also battling diseases such as "La Roya", a type of leaf rust that has destroyed up to 50% of production in some regions of Latin America.

"Before, a coffee tree would produce hundreds of beans. Now we barely get half. It's getting harder and harder," Cristian Cano, a coffee farmer in Colombia, tells DW.

This crisis has also directly affected the global market. In 2024 alone, the price of the Arabica variety increased by 80%, one of the largest increases in decades.

From a cheap coffee to a luxury coffee?

In Albania, coffee is not just a drink – it is a tradition, a social moment and a daily habit. But prices have started to rise significantly and many are asking: Are we losing “cheap coffee” as part of our culture?

According to Enri Jahaj, president of the Association of Bars and Restaurants, Albania has operated for years with an abnormal coffee market:

“We have been a corrupt market in this regard, because we are not large coffee producers or roasters. Most of the coffee used here is imported. For years, the price of coffee in Albania has been cheaper than in the countries of the region, which does not coincide with the logic of the free market. Now that the rules have been strengthened, the increase in wages and taxes is bringing a change in the market. This is directly affecting businesses, which are forced to adjust prices, because they also have personnel costs. Increasing costs is an inevitable reality,” says Jahaj.

How much has the price of coffee increased and how much is it expected to increase?

"Within a year, the price of coffee has increased by 20%, and is expected to increase by another 20%. In Tirana, the average price of a cup of coffee is now 90-130 lek, while in elite areas it reaches up to 150 lek. According to forecasts, in the coming months the minimum price is expected to go to 120 lek, while the maximum will remain at the same levels," explains Jahaj.

Will coffee become a luxury in Albania?

For now, it remains a daily pleasure for most Albanians. But with the current pace of price increases, there may come a day when a cup of coffee will no longer be as affordable as it once was./DW