Coffee is a primary source of income for more than 12 million households in Africa, and, in particular for rural-based populations. Over 38% of the total population of Burundi, 23% Tanzania, 22% Uganda, 17% Côte d’Ivoire and 14% Ethiopia, for example, depend on coffee farming. Production of the crop has, for over two decades, been on a downward spiral in the continent, Ethiopia and Uganda excluded, driven by low and volatile international coffee prices. Increasing domestic coffee consumption is, therefore, seen as a viable avenue for cushioning coffee smallholders in Africa against price decline and volatility. CABI is undertaking this study to identify the factors underpinning domestic coffee consumption, the potential market size and possible paths for facilitating its growth. The study will provide statistical evidence on the existing market landscape and the concomitant investment opportunities.