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MARKET SUMMARY

1.1 Presentation

Coffee consumption originated in the 15th century in Yemen, then spread to the Arab-Ottoman kingdom, and finally reached Europe. It is the second most traded commodity in the world after oil, and the most consumed drink after water. [Le Parisian] World consumption was estimated at 9 million tonnes in 2018, equivalent to 2 billion cups consumed every day. [Le Figaro] Brazil, the United States, Japan, Western and Northern European countries are the largest consumers of coffee, while most of the world's production stems from Brazil, Vietnam, Colombia and Indonesia. Typically, production occurs on small farms of less than 5 hectares. [Le Basic]

France is a mature market that continues to grow in value thanks to an ever-increasing product differentiation through different tastes and packaging. Market concentration is high and the firms' which lead the way include Nestlé, JDE, and Lavazza. 

Organic coffee continues to have both a low penetration as well as growth rate in France.

Finally, this report analyses the impact of COVID-19 on the coffee industry in France. In brief, long term effects on both demand and supply will remain moderate. 

1.2 A growing global market dominated by Europe

According to Universalis world coffee production increased from * million tonnes in the mid-****s to *.** million tonnes in ****. Today, global coffee consumption is close to ** million tonnes. The International Coffee Organization (***) estimated in **** that world coffee production was equal to *** million bags, up *.*% compared to ****. [***]
Similar to other agricultural commodities, world ...

1.3 Strong growth in the domestic market

Source: ****
In France, the sales of coffee generated an annual turnover of €*.** billion in ****. The average French person consumes the equivalent of *.*kg of coffee beans per year, placing the nation at **th spot globally. Finland are the heaviest consumers with a whopping **kg per year. In France in ****, **% of the ...

DEMAND ANALYSIS

2.1 Profile Analysis: The French Consumer

In this section we aim to shed light on the preferences and characteristics of French consumers. In general, coffee penetration in France is high: **% of inhabitants enjoyed the beverage in ****, where **% of men and **% of women identify with this means of consumption. For individuals aged above **, the penetration is even higher ...

2.2 Demand trends

Product Differentiation
In France, recent developments in the market point towards the fact that demand highly correlates to product differentiation. The latter becomes integral in a market which is highly mature. 
Indeed, in an effort to achieve this, manufacturers increasingly look to move up-market. Aspects such as the quality of the ...

MARKET STRUCTURE

3.1 Market Overview

Source: ****

3.2 Production

The coffee production process consists of * key steps:
Harvesting
The harvest consists of harvesting the ripe fruits of the coffee tree, commonly known as cherries for their orange-red colour. Harvesting periods can last several months. On average, it is estimated that one coffee tree produces *.*kg of coffee cherries per year, ...

3.3 Distribution

Overview

Source: ****
In ****, the five largest distribution channels in France included (***).

Source: ****
The graph above is based on the NAF code **.**Z: "Tea and Coffee Processing". It shows the number of firms and employees in the aforementioned industry in France between **** and ****.
From this we can see that the number of ...

ANALYSIS OF THE OFFER

4.1 Product Overview

Overview
There are two main varieties of coffee beans: Arabica which grows at high altitudes (***) and which is the most cultivated, and Robusta which grows at a lower altitude, and is more concentrated in caffeine. In particular, Arabica beans' caffeine content is *.*% whilst Robusta's is *.*%. [***]
Globally, Arabica accounted for around **% of ...

4.2 Price Analysis

Source: ****
The graph above depicts the price evolution of coffee in France. The base value is *** in ****. If the index value increases to ***, this is equivalent to a *% price increase overall. Following this logic, we can see that, on average, prices of coffee, tea, and cocoa increased by **.*% between **** and ****. In ...

RULES AND REGULATIONS

5.1 Regulatory framework

There are international standards to coffee production, trade and consumption. The International Coffee Agreement, concluded between the ** members of the International Coffee Council in **** and entered into force in ****, aims to promote international cooperation on the coffee market in order to develop a sustainable coffee economy and promote the quality and ...

POSITIONING OF THE ACTORS

6.1 Segmentation of actors

  • Nestlé
  • JDE
  • Méo Fichaux
  • Malongo

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Method

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Analysts 1 sector analyzed
in 40 pages
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Analysts

chargé d'études économiques, Xerfi

Hugo Schott

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Associate Consultant

Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Analyst

Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Consultant

Pierrick Cudonnec

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Project Finance Analyst, Consulting

Maelle Vitry

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

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EDHEC

Imane Essadiq

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Auditeur

Vincent Defrenet

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Eva-Garance Tison

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Market Research Analyst

Michela Grimaldi

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Market Research Analyst @Businesscoot

Azelie Prigent

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Market Research Analyst @Businesscoot

Cantiane Gueguen

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Consultant

Jules Decour

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Alexia Vacheron

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Emil Ohlsson

Emil Ohlsson

Anna Oeser

Anna Oeser

Gabriel Salvitti

Gabriel Salvitti