JDE Peet’s, a prominent Dutch coffee and tea group, has managed to reach agreements with several key European supermarkets across Germany, France, Belgium, and the Netherlands. These deals come after a period of disputes regarding price increases for its packaged coffee products.
Supermarket chains such as Colruyt, Jumbo, Auchan, Intermarché, and Aldi had previously removed many of JDE Peet’s popular coffee products from their shelves in response to proposed price hikes. However, they have now resumed placing orders. In March 2025, Germany’s Edeka joined the list, restocking JDE Peet’s coffee brands including Jacobs, L’Or, Tassimo, and Douwe Egberts.
Despite these reconciliations, the impact of consecutive price increases on relationships is evident. Edeka, based in Hamburg, stated in a release that the agreement was “more of an enforced peace.” The supermarket group felt it had no alternative but to “accept an incomprehensible price increase,” which was rumored to be as high as 20%.
JDE Peet’s announced that it has reached agreements with 90% of its retailer partners. Nevertheless, stand – offs with Ahold Delhaize and Albert Heijn chains in Belgium and the Netherlands remain unresolved.
JDE Peet’s emphasized in its statement, “Affordability and availability are crucial. We are dedicated to making our coffee accessible, ensuring that everyone can savor our products. In line with this commitment, we will continue to do our utmost to balance affordability and quality. Ultimately, supermarkets set consumer prices.”
The surge in green coffee prices has been a significant factor. Over the past 12 months, these prices have doubled. In February 2025, arabica futures hit a record high of $4.41 per pound. Extreme weather in Brazil and Vietnam has damaged coffee crops. Additionally, rising global demand, supply chain disruptions due to the Red Sea crisis, and high shipping costs have contributed to these record prices. As a result, many major roasters, including JDE Peet’s, have passed on the increased costs to consumers.
In February 2025, JDE Peet’s pointed out that product price increases were the primary cause of its 7.9% year – on – year sales growth in the previous year. The Amsterdam – based company reported revenues of €8.8 billion ($9.2 billion) for the 12 – month period ending December 31, 2024. Its adjusted EBITDA increased by 11% to €1.6 billion ($1.7 billion), and total operating profit rose by 54% to €1 billion ($1.1 billion).
The following month, JDE Peet’s initiated a share buyback program, aiming to return up to €250 million ($272 million) to its shareholders in 2025.
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