According to a study by Poster Pos, there is a steady trend of growing popularity of filter coffee in Ukraine against the backdrop of a gradual decline in demand for Americano.
According to the study, filter coffee sales have increased by 35% over four years. At the same time, after initial growth, the Americano segment is showing a decline: by 0.6% in 2024 and by 3.6% in 2025.
According to Poster, in 2025, the average cost of a cup of filter coffee was UAH 67, which is 62% more expensive than Americano (UAH 42). Despite the significant price difference, consumers are increasingly choosing filter coffee because they perceive it as a higher quality product.
“Customers are willing to pay more for filter coffee because they perceive it as a higher quality product with a better taste experience: different beans, a different brewing method, and a more intense flavor. It’s not just coffee, it’s a different experience in a cup,” said Vitaliy Kononikin, founder of the Seaters coffee shop chain, as quoted in the report.
Felix Bezruk, co-owner of Funt Coffee roasting, noted that filter coffee is transitioning from a niche product to an everyday format. Along with its taste qualities, the popularity of the drink is influenced by the speed of its delivery in establishments and the preferences of a new generation of consumers, for whom filter coffee is the basic black coffee.
The total consumption of Americano still significantly exceeds that of filter coffee: in 2025, 10.5 million cups were sold compared to 1.3 million. However, the ratio between the drinks has decreased from 11:1 in 2021 to 8:1 in 2025.
As part of the study, Poster Pos analyzed the aggregate sales of 650 coffee shops for the period 2021-2025, which sold both Americano and machine-brewed filter coffee.
Poster Pos is a Ukrainian restaurant automation company that develops accounting software for the HoReCa system, which is installed on tablets.
