The global rise of third wave coffee has reshaped how consumers view and enjoy their daily cup. While the United States and the United Kingdom experienced their third wave “golden era” years ago, some parts of Europe are only now seeing the movement reach maturity. France, Spain, and Eastern European countries such as Romania, Hungary, and Poland are in the middle of a delayed but pronounced boom.
This uneven growth curve reflects not just economic differences, but cultural factors and business approaches that set each market apart. As we look at the European coffee scene in 2025, it becomes clear that third wave coffee is still expanding — just at its own pace.
What Is Third Wave Coffee?
The term third wave coffee refers to a movement that began in the early 2000s, built on values of quality, traceability, and craftsmanship. Unlike the first wave, which focused on mass production, or the second wave, driven by large coffee chains and flavored beverages, the third wave highlights single-origin beans, transparent sourcing and fair trade, innovative brewing methods, lighter roasts that showcase terroir, and the recognition of baristas as skilled professionals. While countries like the US and UK quickly embraced this wave — with cafés and roasteries saturating the market by the late 2010s — in much of continental Europe, the story has been unfolding at a slower pace.
Eastern Europe: Romania and Hungary on the Rise
Romania exemplifies the late but strong arrival of third wave coffee. In 2013, there were only three specialty coffee shops in the country. By 2021, there were over 120, and today the number continues to climb. Romania’s coffee market is projected to grow by 5% annually until 2028, reflecting rising demand for quality and diversity.
Alin Laiu, Head of Coffee at Baroque Coffee Roasters, describes the early days: “In 2015–2016, Romania’s specialty scene was just waking up. Growth wasn’t about market share; it was about being passionate ambassadors for coffee. Collaboration was our strategy — building a shared trend rather than fighting for territory.”
That passion-driven phase — often referred to as the “romantic” stage of third wave coffee — still shapes Romania today. Coffee shops in cities like Bucharest and Cluj-Napoca serve as community hubs, echoing the culture-driven beginnings of the movement in the US circa 2014.
Hungary has followed a similar trajectory, now boasting over 150 specialty coffee businesses. Together, these countries highlight how third wave coffee thrives not through rapid scaling, but through community and collaboration.
France: From Bistros to Third Wave Champions
France, long associated with traditional cafés and espresso culture, has recently begun embracing third wave coffee. A turning point came when Mikaël Portannier won the 2025 World Coffee Roasting Championship, signaling international recognition for French specialty coffee.
According to 2025 report, France saw a 20% increase in coffee shops between 2019 and 2023, with specialty coffee now representing about 4% of the market. While that percentage is small compared to the UK or US, the momentum is undeniable.
Paris has become the epicenter, with new specialty cafés opening rapidly, followed by cities like Lyon, Lille, and Toulouse. Unlike other markets, growth here is careful and deliberate, influenced by cultural values of work–life balance and the complexities of French bureaucracy. Rather than building chains, many French entrepreneurs focus on local recognition and quality-driven micro-roasteries.
Spain: A Cultural Shift from Torrefacto to Specialty
Spain has historically been associated with torrefacto — beans roasted with sugar for preservation. But consumer palates are shifting. In Madrid and Barcelona, dozens of third wave coffee shops now cater to an audience increasingly curious about lighter roasts, origin stories, and café aesthetics.
Google search trends show a sharp rise in the term “specialty coffee” in Spain, reflecting consumer interest. According to Dara Santana, “Spain is in the romantic phase of third wave coffee, but with a twist. Social media and travel are accelerating curiosity, condensing what took the UK years into just months here.”
Cafés are also diversifying. Coffee is now integrated into gyms, bookstores, flower shops, and yoga studios, reflecting Spain’s lifestyle-driven approach. In Madrid, investment-backed entrepreneurs are fueling café booms, while Barcelona continues to prioritize aesthetics and authenticity.
Cultural Caution vs. Scaling Risks
One of the biggest questions for Europe’s newer third wave coffee markets is whether they will follow the same saturation cycle seen in the UK and US. In those countries, explosive growth eventually led to cannibalization, razor-thin margins, and closures.
But cultural and structural factors in Europe may act as safeguards:
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France: Growth is slowed by bureaucracy and shaped by cultural values of moderation.
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Spain: Respectability and local recognition often matter more than national expansion.
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Eastern Europe: Tight margins mean only quality-driven, sustainable businesses survive.
As Thomas Clement notes, “Growth in France is shaped by community and quality rather than rapid expansion. We may avoid the pitfalls seen elsewhere.”
Can Oversaturation Be Avoided?
Oversaturation is still a real risk. In Romania, over 80% of new café concepts reportedly close within their first year. Competition is fierce, and many newcomers underestimate the challenges. Yet for every failure, there are successful roasteries like Origo or Bob Coffee Lab, which balance ambition with sustainability and education.
Spain faces its own challenge with social media-driven cafés, where aesthetics often outweigh coffee quality. These businesses attract foot traffic but may not sustain long-term loyalty.
Still, third wave coffee in these regions may avoid the harsh downturns of earlier adopters by remaining rooted in culture. Spain’s integration of coffee into social rituals, or France’s emphasis on gastronomy and transparency, could sustain growth with a unique European identity.
The Future of Third Wave Coffee in Europe
The slow but steady bloom of third wave coffee in France, Spain, and Eastern Europe shows that the movement is far from over. Unlike saturated markets in the US and UK, these countries still have room to grow, experiment, and refine their identity. If they can balance passion with pragmatism, and quality with cautious scaling, these markets could evolve into models of sustainable specialty coffee growth.
For now, the outlook remains cautiously optimistic:
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Quality is rising.
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Audiences are expanding.
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The industry is still enjoying its moment.
The question is whether Europe’s new wave of specialty cafés will learn from the mistakes of the past — or repeat them.
Conclusion
The story of third wave coffee in Europe is one of delayed growth, cultural adaptation, and cautious optimism. France, Spain, and Romania are embracing specialty coffee with passion and creativity, yet also with restraint shaped by culture and economics.
Where the US and UK raced ahead, these countries are pacing themselves — and in doing so, may be building a more resilient, community-driven coffee culture.
The lesson for coffee professionals is clear: the third wave coffee movement is not uniform. It blooms at different speeds in different places, and its future depends on how well each market balances passion, culture, and sustainability.
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