Graduate theses presents a review of the coffe market, and caracteristics and specifics of the coffe market are identified. Attention will be focused on the coffee market, production share, the way producers are struggling to attract customers in the market. As around 9,5 milion tons of green coffe are produced around the world, it is well known that coffe is the secound most popular beverage in the world after water. Therefore, cultivating coffe on a number of plantations around the world certenly implies the adherence to the principel of the sustainability of coffe breeding. Currently, coffe is the largest food ingredient in the USA. The global coffee value range includes a number of manufacturers, brokers, exporters, importers, refineries, retailers before reaching end users. Global coffe consumption has increased enormously over past 20 years, largely due to the Starbucks phenomenon: The spred of coffee shopfranchises of this or similar brands around the world. We will determine the behaviour od consumers in buying and consuming coffe and their motivations for consumption. Coffe consumers in Croatia are not loyal to certain type of coffee so in the event that the desired coffe is not available at the time of purchase, buyer will buy some other coffee. The most common motive for drinking coffee is the habit, but also the positive effects of coffee on digestion, general condition and calmness. Also, consumers who do not have a clear preferece for traditional drinks tend, it is necessary to attract more aggressive promotional campaigns.