Moccamaster Optio Rose Gold. NOK 4,000,- Photo: Moccamaster
Moccamaster has over half of the Nordic coffee maker market. – We focus on quality, reparability, and younger customers, says Nordic manager Kari Aven.
When the trade magazine Elektronikkbransjen meets her in February, she refers to figures from the analysis company NIQ (formerly GfK).
– Moccamaster has a solid position in the Nordic market for filter coffee, with 54 percent measured in value, says Kari Aven at Moccamaster Nordic.
She says the total coffee market, with machines and brewers, has increased.
Annonse
– The fully automatic espresso machines, together with capsule machines, have contributed to the increase, and we work continuously to secure our share of the market, says Aven.
She points out that filter coffee is still strong in Finland and Sweden, while fully automatic machines are growing in Norway and Denmark.
Kari Aven and Didrik Thon Hagen at Moccamaster Nordic. Photo: Stian Sønsteng
– The capsule machines do not give us the competition we expected when they were introduced. This is probably also because many households have both a capsule machine and a filter brewer, which cater to different needs, says Aven.
Half pots and less waste
Annonse
Moccamaster's brewers with the ability to brew half pots are important in the competition against fully automatic coffee machines and capsule machines.
– When coffee becomes more expensive, it becomes more important to be able to make exactly the volume you need, which also results in less waste. Many want better coffee, but drink less than before, says Aven.
She estimates that the average lifespan of a Moccamaster is 15 to 20 years, but adds, not without a certain pride, that many machines are used for both 30 and 40 years.
Moccamaster Automatic Thermo Polished Silver. NOK 4,000,- Photo: Moccamaster
– Is the long lifespan a problem for you?
– Not at all! We thrive on quality, and that's why we have such an incredibly strong repurchase rate, with around 80 to 90 percent. Not many can beat us on that, says Aven.
Non-removable water tank
Annonse
She says Moccamaster emphasises that it should be easy to buy and replace parts, such as jugs and lids.
– Are you considering introducing a removable water tank, like some competitors have?
Moccamaster Cup-One Matt Black. NOK 2,300,- Photo: Moccamaster
– A fixed water tank reduces wear, which in turn makes our brewers last longer. Water should of course be filled from a clean water jug, and not the coffee pot, to prevent coffee residues from being included in the water filling, says Aven.
She says Moccamaster offers a 10-year warranty on defects and component failures related to materials or production.
Aiming for younger target groups
Moccamaster is targeting younger customers, between 20 and 35 years old.
– They are concerned with taste, quality, and recycling, and want things to last. You really only need one to two Moccamasters throughout your life, says Kari Aven to the trade magazine Elektronikkbransjen.
Moccamaster Automatic Matt White. NOK 3,500,- Photo: Moccamaster
The Nordic manager says many young people inherit the family's old Moccamaster when they move out, which in turn leads to new purchases by the parents.
Marketing manager Didrik Thon Hagen says Moccamaster in the Nordics has 450,000 subscribers to its newsletter.
– We have a large market share and many customers, and are very pleased that so many of them choose to subscribe to our monthly newsletter. This has an opening rate of over 50 percent, and the newsletter contains coffee tips and how to get the most out of the brewer, says Hagen.
Moccamaster One Switch Black. NOK 3,000,- Photo: Moccamaster
Three models and strong design
Moccamaster's portfolio for the Nordic consumer market is straightforward, with three models: one with a single button for easy use, the Optio model for half-pot brewing, and a mid-range model with an adjustable hotplate.
– In addition, we have a range of brewers for offices, as well as larger models for catering. We also have brewers with a thermal jug, and a brewer that brews one large cup of coffee in four minutes, says Hagen.
Aven says Moccamaster as a brand is also strong in the Nordics.
– We compete with the very strongest brands in terms of recognition. In Finland, many believe that Moccamaster is a Finnish brand. The design is exhibited at MoMA in New York and is considered an icon, on par with classics like Vespa. Moccamaster has a retro design that young people like, but this is actually because it is a timeless and functional product that does not change, says Aven to the trade magazine Elektronikkbransjen.
From left Moccamaster Optio in the colours Brown and Forest Green (NOK 4,000,-) and One Switch in Black and Silver (NOK 3,000,-). Photo: Moccamaster
Health benefits of filter coffee
Moccamaster's Norwegian representatives remind us of the health benefits of filter coffee.
– If you have high cholesterol, doctors often recommend filter coffee because the filter captures the fats, says Hagen.
He believes this, combined with the ease of achieving a good brewing result, makes filter coffee the best choice at home.
– Then the barista can serve the best specialty coffee at a coffee shop when you want to treat yourself to something extra, says Hagen.
Behind Moccamaster Nordic is Moccamaster Scandinavia Invest AS, which is equally owned by Jan Fredrik Hagen, Geir Kristoffersen, and the Dutch factory. The Nordic sales company currently has 24 employees spread across Norway, Sweden, Denmark, and Finland, with an operations centre in Denmark. In the same group, there are also separate sales companies for the USA and Europe, and in all markets, filter coffee is the core of the business.
The article was previously published in the print edition of the trade magazine Elektronikkbransjen no. 2/2026, which was distributed in week 16. Here you can read the article and browse through the digital edition of the magazine. You can read all editions of the magazine digitally, from no. 1/1937, at elektronikkbransjen.no/historiskarkiv.
