October 1 is annually celebrated as International Coffee Day (Międzynarodowy Dzień Kawy). The unofficial holiday celebrates one of the most popular beverages in the world – coffee. The holiday also helps raise awareness about sustainable coffee cultivation and fair trade practices within the coffee industry. Before 2015 the day used to be celebrated on different dates in different countries.

Coffee (Kawa) is a drink made from the seeds or berries of the coffee plant. As a beverage, it has been enjoyed by people around the world for many centuries. Historians believe that coffee was first discovered in Ethiopia, but was cultivated on a large scale and traded for the first time by the Arabs.

Initially used for religious ceremonies and rituals, it became the beverage of choice in most households in the Middle East, Persia and Africa by the 16th century and in Europe and the Americas by the 17th century.

So how do you exactly celebrate coffee day?

Whether your “cup of coffee” is a refreshing iced coffee or a piping hot Americano, Espresso, Latte, or plain black with no sugar, International Coffee Day is a day to take some time off from your busy day to enjoy your favorite version of the beverage. Here are some ways to celebrate this day:

• Many coffee shops around the world offer a free cup of coffee on International Coffee Day, so get in line and grab yourself a cup of free coffee.
• Have coffee or coffee flavored food and beverages the whole day long. What about starting your day with coffee, have a coffee flavored yogurt for lunch and end the day with coffee crusted steak and a coffee flavored cake for dessert?
• Coffee bring friends together. Set up coffee dates with your friends and spend quality time with them over a cup of coffee. Definitely one of my favorites!
• Join a coffee tasting event and learn about the art and science of growing and brewing coffee.
• Try new flavors and types of coffee.

Here are some facts about Polish coffee market:

• Poland has a highly fragmented yet flourishing coffee shop market undergoing considerable consolidation as international brands expand and weaker chains struggle to survive
• The branded coffee shop market in Poland is estimated at 708 outlets as of October 2016, increasing by 100 units representing growth of 16%
• Market leader McCafe (333 stores) is the driver of growth and opened 93 stores. It is now present in the majority of McDonald’s 366 outlets
• Costa Coffee re-branded its remaining Coffeeheaven outlets and now trades from 12 stores
• Previously Empik Cafe, the newly re-branded So!Coffee (50), closed 5 stores
• International brand Starbucks (47) added 4 stores
• Caffe Nero entered the market in 2013 with the joint branded company, Green Caffe Nero and added a further 7 stores to operate from 39 in Warsaw
• Non-specialist players offering specialty coffee include Stop Cafe (PKN Orlen petrol stations) with 1,250 outlets and Wild Bean Cafe (BP) with 356
• Estimated at 2.3 kg per year, Poland has one of the lowest consumption of coffee per capita in Europe
• The Polish economy is one of Europe’s most resilient, following a drip in the last two years, growth has returned to the Polish economy with GDP growth of 3.3% for 2016
• Trading conditions for branded coffee shops in Poland remain stable. Poland has a strong economy and higher than average consumer disposable income. However, in smaller towns consumers have lower spend and this is a challenge to coffee shop expansion
• The growth of specialty coffee and rise of branded chains in  Poland are producing more demanding consumers who can get a decent quality coffee anywhere, any time
• Key day-parts for the Polish is breakfast, when consumers want a good savoury food offer alongside their coffee and early evening, when Poles like to socialise in coffee shops rather than bars
• A high footfall location, good quality coffee with compelling freshly made food offer and delivering good value for money are the key success factors for Polish coffee chains
• Poles are highly sociable and enjoy drinking coffee with affordable fresh food. Pre-packed food is unappealing to Poles.
• Successful chains are those that tackle this issue with innovative ranging, production methods and deliver freshly made hot and cold food
• The importance of high footfall areas to the success of a branded chain means that high property costs as well as volatile taxes remain an issue, especially for smaller chains
• Labour costs and the cost of training are also among the key challenges named by industry leaders. Price consciousness is also still an issue, particularly with the older demographic
• With McCafe present in the majority of McDonald’s outlets, the recent growth spurt is anticipated to halt.
• Further investment from Costa, Green Caffe Nero and Starbucks will drive future growth, together with the potential for other leading international chains to enter this vibrant market. Poland is forecast to grow at 6.3% p.a. over the next 5 years to exceed 950 outlets by 2021.

By the way, did you know that studies have shown that drinking a moderate amount of coffee can help live a healthier and longer life?