MAR 2018
Coffee is the highest consumed beverage in developed countries, such as the United States and European countries. It is produced almost exclusively in the developing world, which includes about 17 least developed countries. The coffee-producing nations are increasing their domestic consumption. China, Panama, Kenya, Senegal and the United States are considered the highest potential markets in the coming years.
The global market value of coffee is expected to witness a 5.5% CAGR, during the forecast period. The market share of Germany, in terms of in coffee trade, is about 5%.
About 44% of the United States coffee demand comes from the millennial. In eight years, through 2016, the daily consumption among 18 to 24-year-olds increased to 48% from 34% while, it is increased to 60% from 51% among the population aged 25 to 39 years, as reported by the National Coffee Association in New York. Moreover, adults aged 60 years and above witnessed a decrease to 64% from 76 %, including the 40 to 59 age group. Café culture in developing countries like China and India is becoming a fashion symbol and is driving the coffee consumption globally.
Further, other factors such as the availability of wide-range of coffee type, flavors and brewing styles, rising urbanization & disposable incomes and increasing number of food outlets, retail stores and cafes are driving the global coffee market growth. However, the price fluctuation of coffee beans and climate change, leading to supply shortage, are restraining in the market.
Based on source type, the global coffee market has been segmented into arabica, robusta and liberica. The arabica holds the highest share of 70% in the market, while robusta and liberica hold about 27% and 3%, respectively. Based on product type, the market is segmented into whole-bean, powder, instant coffee, others. Further, based on flavor, the market is categorized into flavor and non-flavor. Furthermore, the flavor is segmented into vanilla, caramel, Irish cream, hazelnut and others. The caffeinated and decaffeinated are the two segments, divided based on the processing.
World coffee production in 2017 -2018 is provisionally estimated at around 158.78 million bags, which represents an increase of 0.7% compared to 2016 - 17, which has been revised up to 157.69 million bags. Total production of Arabica is estimated to decrease by 1.1% to 97.32 million bags compared to 98.42 million bags last year, as lower production of Colombian Milds and Brazilian Naturals are only partially offset by increases in Other Milds. An increase of 3.7% is expected in Robusta, due largely to a rebound in Vietnam, the world’s largest Robusta producer.
The ready-to-drink coffee demand is rising. The falling popularity of soft drinks, including the caffeinated colas, are the driving sales of RTD coffee. Nitro Coffee is another key product trend that interests consumers. Nitro coffee is poured from a tap and provides a mouth-feel similar to that of beer. The foamy and creamy texture of nitro coffee allows brewers to add less milk and sugar to cut off the bitter taste. Moreover, it appeals more to the health-conscious coffee drinker. In addition, the texture is difficult to replicate in an RTD coffee, giving cafes something to offer the consumers looking for unique drinking experiences.
Asia-Pacific is the fastest growing market. China and India, with their growing number of large middle-class young professionals and consumer base, are witnessing high coffee consumption. However, while these emerging markets are increasing, owing to the rising disposable incomes, there are few importing countries that are offering a potential for expansion, due to low per capita consumption. Europe holds the highest share in the global coffee market, followed by North America. These regions depend mainly on imports to meet the growing demand, as the harsh climatic conditions restrict coffee cultivation. New markets, such as Ukraine and Russia, are witnessing a sharp rebound in the consumption level. Several Middle Eastern countries having higher disposable incomes are also predicted to offer good prospects for growth in the short-to-medium term period.
Some of the prominent players in the market include Eight O' Clock Coffee, The J. M. Smucker Company, Jacobs Douwe Egberts, Ajinomoto General Foods, Inc.., Kraft Heinz Inc., Starbucks Corporation, Nestle S.A., and Dunkin' Donuts.
