Production
Coffee is solely produced in the southern hemisphere in countries such as, Brazil, Colombia, and Mexico.
The countries that consume the most coffee are located in the north, 70% of which are industrialized nations.
Coffee is produced in more than 50 countries and represents a worldwide economic stake because of the employment it creates.
The country’s producer’s turnover is equal to €15 billion per year.
In 2011/2012, 130 million bags of 60kg each have been produced, which represents a decrease of 2,4% vs. 2010/2011.
Distribution
Coffee's commercialization is done at a range of 50%, by European societies.
Focus on the French market : The demand's analysis
Key figures
(Contour: HM-SM-HD)
Coffee represents €1,9 billion of sales
- Instant coffee : €378 million (+2,7% in volume)
- Ground coffee : €972 million (-1,6% in volume)
- Pods/Capsules : €637 million (+10,3% in volume)
Consumption
Coffee is the 2nd most consumed beverage in France after the water.
In France, the coffee consumption per habitant per day is 2,5 cups.
Coffee is consumed all day long,
Penetration rate: 42% (should be 70% in 2020)
Products
There is a large assortment of coffee:
- instant coffee,
- ground coffee,
- capsule/pods coffee
- and coffee machines
Distribution of coffee
Coffee is found in :
- hyper and supermarket
- internet (as well in the "drive" websites as in the direct brand website)
- brands boutiques coffee distributors
- (restaurants, bars and hotels)
- (companies)
The different brands
- Nestlé => Nespresso, Nescafé and Nescafé Dolce Gusto
- Mondelez International => Carte Noire, Tassimo
- Malongo
- Richard
- Sara Lee => Maison du Café, L'Or Expresso
In this blog, we will focus on two particular brands :
Nespresso & Malongo
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