The coffee market is an important and constantly evolving segment of the world market. On a global scale, there is a significant trend of increased coffee consumption; the increase is especially noticeable for specialty coffee of high quality and coffee produced with regard to the socioeconomic conditions of growers. This dynamic affects both consumers and distributors and their decisions at the national market level. The aim of this work was to evaluate the current state of the coffee supply and its structure in the market network of the South Moravian Region in comparison with the consumer preferences gained from the questionnaire survey. It was found that Czech consumers have coffee products available in a wide price range, but with a relatively low proportion of fair trade and organic products, despite the relatively high popularity of fair trade labels given by respondents. Instant coffee showed the widest range, and it was preferred by almost a third of respondents. The most popular format for buying coffee remains the supermarket, although the average price per unit of coffee is higher than in local roasters offering fresh coffee. Currently, more than a third of respondents prefer high-quality coffee and almost a third were willing to pay more than 100 CZK per 100 g.
