Summary of our market study

Since 2020, the coffee market has seen a variety of emerging trends and developments. Consumer trends point to a growing demand for high-quality, sustainable coffee products, particularly among younger consumers such as Generation Z. Interest in herbal coffee, cold brews and innovative offerings such as Proffee (protein coffee) is on the rise. Market segmentation shows the growing popularity of coffee beans, which grew by 11.1% between 2020 and 2021, while traditional ground filter coffee declined by 5%.

The capsule and pod segments appear stable, with minimal changes in market share. Despite these fluctuations, ground roasted coffee remains the market leader, with a share of 46.9% in 2021. The German market, in particular, has shown a penchant for high-end products, contributing to sales in the fair trade sector reaching around 705.45 million euros in 2022. In addition, the average price of a cup of coffee at home in 2023 will vary according to the method of preparation, with Nespresso capsules being the most expensive at €0.36 per cup and Senseo pods the cheapest at €0.14. The growth of the coffee industry is also influenced by the Supply Chain Act, which aims to ensure ethical practices in the supply chain, reflecting the increased emphasis on corporate social responsibility and sustainability.

Coffee demand analysis: Key coffee market trends in the country concerned

The coffee market in the country concerned, which appears to be Germany from the context, has seen a palpable evolution in consumer preferences and trends. The growing appetite for coffee has led to an increase in export volume from around 118,000 to between 140,000 and 150,000 thousand 60-kilo bags in 2022/23. This growth not only highlights coffee's popularity, but also underscores its importance in world trade, with leading producers such as Brazil and Vietnam accounting for around half of total output. German consumers are particularly demanding when it comes to quality, which is reflected in their willingness to pay higher prices for top-of-the-range products. This trend is evident in the strong growth of fair trade coffee sales, which have reached between 700 and 710 million euros in 2022, positioning coffee as a leader in the fair trade sector. The market has increasingly favored organic coffee and coffee beans, indicating a general move towards more environmentally-friendly, higher-quality coffee options.

In Germany, almost 80% of adults consume coffee, with the majority drinking at least two cups a day. Coffee is appreciated for its taste and stimulating effect, but what is striking is that consumption increases steadily with age. Among people aged 18-29, 50-60% drink at least two cups a day, rising to over 70% for older people. Coffee preparation methods vary considerably, with fully automatic coffee machines gaining in popularity, as evidenced by the fact that over 20% of German households own one. By contrast, traditional filter coffee brewing methods are becoming less popular. In terms of brands, Jacobs leads the way with high levels of awareness and use among consumers - over 90% are familiar with the brand, and around three-quarters have purchased it. This market is set to evolve further with the introduction of the Supply Chain Act, which aims to ensure respect for human rights and environmental standards in corporate supply chains. This law could influence market dynamics by affecting international trade relations and possibly modifying cost structures. In summary, the German coffee market is experiencing dynamic growth, with a clear preference for high-quality, sustainable products on the part of increasingly discerning consumers. The market is also witnessing legal pressure for fairer business practices and greater corporate responsibility, which could influence future trends in this segment.

Key players dominating the German coffee market

The German coffee market, renowned for its growth and diversity of consumer preferences, is marked by the notable presence of both national and international companies. Among the myriad brands, several stand out for their decisive role in shaping consumer tastes and market dynamics.

  • Neumann Coffee Group occupies an important place in the coffee trade. As the world's largest green coffee services group, Neumann focuses on green coffee sourcing, financing and logistics. Its expertise in this field has made it a leader in supplying sustainable, high-quality coffee products to roasters worldwide.
  • Louis Dreyfus Company is another titan in the arena, with its global reach in agricultural commodities. The company's extensive portfolio includes the trading and marketing of a wide range of products, of which coffee is a key component. Louis Dreyfus prides itself on its responsible approach to sourcing, contributing to the sustainability discourse in the coffee market.
  • When it comes to roasters, Nestlé is a household name, synonymous with its Nescafé brand, which is a staple in many German households. Its innovative approach to coffee products keeps Nestlé at the forefront of consumer preferences, catering for a wide range of tastes and preparation methods.
  • JDE Peet' s brings together a large number of coffee brands, including Jacobs, Douwe Egberts and Tassimo. The diversity of its portfolio enables it to conquer different market segments, from instant coffee to sophisticated capsule systems, and thus maintain a solid position in the sector.
  • Starbucks, world-renowned for its specialty coffees, is extending its influence through retail products. Offering a taste of the Starbucks experience at home, the brand's variety of packaged coffees and coffeehouse-style drinks has found a receptive audience in Germany.
  • Lavazza, an Italian coffee manufacturer, delighted coffee lovers with its authentic espresso and wide choice of coffee blends. The brand's commitment to quality reflects the high coffee expectations of German consumers.
  • The name Melitta evokes the tradition and culture of coffee-making. This long-established German brand invented the paper coffee filter, revolutionized home coffee-making and continues to innovate in the coffee world.
  • Tchibo also plays a key role in offering a weekly rotating product range that often includes coffee-related equipment and accessories, as well as a wide range of coffee varieties. Tchibo's commitment to sustainable development and direct trade practices is in line with the European Union's coffee policy.
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Summary and extracts

1 Market overview

1.1 Scope of the study

The coffee market is special because it is divided into several segments. These include, for example, ground coffee, organic coffee, bean coffee, soluble coffee or decaffeinated coffee. It is a market that changes a lot and depends on trends.

The demand for coffee is increasing every year. Worldwide, the most important coffee producers are the countries of Latin America and Asia. In Germany, the market has grown strongly in recent years for cultural reasons.

German consumers have high quality expectations. They are willing to consume expensive coffee to have the guarantee of consuming a quality product. This differs from other sectors where Germans consume in search of quality at low prices.

There are a large number of brands and the presence of global companies such as Starbucks in the market, which provide additional competition to domestic companies.

Several international brands such as Nestlé are present in Germany. Local companies such as J. J. Darboven & Dallmayr are also very present. However, companies such as Coffee Fellows (founded in 1999) have become more established in the market in recent years.

For some years now, the demand for organic and fair trade coffees has increased. Coffee beans are also preferred. Overall, consumers are also taking environmental concerns into account, which is why certified "sustainable and environmentally friendly" products are gaining market share.

1.2 Global market for coffee

Coffee is one of the most popular beverages in the world. Every day, * billion cups of coffee are consumed. Annual global sales are estimated at $*** billion. Global coffee demand in **** was estimated at ***.* million bags to ***.* million bags. Over the past ** years, the average annual growth rate has been *.*% PER YEAR, ...

1.3 Coffee an important product of global trade

These statistics show the development of the export volume of coffee in the period from ****/** to ****/** (***). The figures are given in thousand **-kilogram bags. In the period under consideration, a general upward trend in the export volume of coffee can be observed. In ****/**, the export volume was ***.** thousand bags, while in ...

1.4 The National Market in Growth

Germany occupies a significant position in the international coffee business. This concerns the import of green green coffee, roasting, export of roasted beans to other countries and final consumption. The most important players in the global market are represented in the German coffee market.

In a comparison within Europe, the price ...

2 Demand analysis

2.1 The German consumer

A large proportion of German adults(***) consume coffee. **% of all adults who drink coffee, drink at least two cups a day. At the same time, **% stated in a survey that they started drinking coffee before the age of **, while **% had already drunk coffee before the age of ** .

It is equally surprising ...

2.2 Key factors of demand

There are a variety of preparation methods that satisfy different taste preferences. Filter coffee, soluble coffee, coffee from pad or capsule machines, fully automatic coffee machines and coffee from an espresso pot are just a few examples.

Filter coffee is a traditional method of pouring hot water through a filter paper ...

2.3 Demand trends

The trends in coffee consumption for **** can be summarized as follows:

Plant-Based Coffee: the trend toward plant-based milk alternatives continues. Vegan coffee variations are becoming more popular as they replace animal ingredients and are more sustainable. Special plant-based barista variants allow for creamy latte creations. Cold Brew Coffee: Cold brew coffee ...

2.4 The Germans' favorite brands

In Germany, coffee is one of the preferred hot beverages. Jacobs is the most popular coffee brand. In a survey conducted by Splendid Research in February ****, more than ** percent of participants said they were familiar with Jacobs. Some ** percent have already purchased the brand. Jacobs is followed by Tchibo and ...

3 Market structure

3.1 Coffee value chain

The coffee value chain begins with the cultivation of coffee plants, mainly in countries such as Brazil, Colombia and Ethiopia, where the climate is optimal for the plants to thrive. After harvesting, the coffee cherries are processed, with the beans being dried, fermented and roasted to achieve the desired aroma and ...

3.2 Price calculation for fair trade coffee

The global coffee trade is unevenly distributed, with producers in the Global South receiving only a fraction of the profits. Roasters and processors in industrialized countries benefit the most, as they generate most of the value added through cost-intensive roasted coffee processing and refining. Farmers receive on average only * percent of ...

4 Offer analysis

4.1 Price development

The index for coffee provides an overview of the development of coffee prices in recent years. The data in the table shows the changes in the index from **** to ****, revealing trends, fluctuations and possible correlations with global events. The index serves as an important indicator for the coffee industry and allows ...

4.2 The different coffee segments

The roasted coffee market is a dynamic business that is constantly evolving to meet the changing needs of coffee drinkers. In this year ****, there are some interesting developments in the market shares of the different coffee segments represented in both supermarket and online sales. Discounters, hypermarkets, drugstores, local roasters, specialty roasters ...

5 Regulation

5.1 Supply Chain Act

The Supply Chain Act: Corporate Due Diligence in Supply Chains

The Supply Chain Act is a law passed in Germany that requires companies to ensure compliance with human rights and environmental standards along their supply chains. It initially affects companies with *,*** or more employees and is set to apply to those ...

6 Positioning of the players

6.1 Segmentation of the players

  • Dallmayr distribution automatique France
  • Tchibo
  • Melitta
  • Starbucks coffe Deutschland
  • Nestle Deutschland
  • Neumann Kaffee Gruppe
  • Louis Dreyfus Company
  • Olam Group
  • JDE Jacobs Douwe Egberts (JAB Holding)

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Latest news

JDE Peet's, Café: historic turn for the owner of L'Or, Senseo and Jacques Vabre - 27/11/2023
  • The Reimann family is the owner of JAB Holding, which has spent
    • Perfumer Coty
    • the Pret A Manger sandwich chain
    • JDE Peet's, the world's second-largest coffee company behind Nestlé, with brands such as L'Or, Senseo and Jacques Vabre
    • Reckitt Benckiser (Woolite, Calgon, Durex)
    • Panera Brands in the coffee and bakery sector, with 140,000 employees and sales of 4.8 billion dollars (American chains Caribou Coffee and Panera Bread)
    • Pet clinics and veterinary practices, with Ethos and NVA, two companies with revenues of $2 and $4 billion respectively.
  • JAB's business model consists of identifying a sector with high consolidation potential, acquiring players in the field, merging them and taking them public.
  • JAB's coffee strategy: in the space of eight years, JAB acquired Peet's, a premium coffee roasting and distribution chain, the Dutch Douwe Egberts and the German Jacobs, and in 2015 the assets of Mondelez International. The group includes some fifty coffee and tea brands and is listed on the stock exchange. The holding company still owns 59%.
  • In 2021, JAB takes US doughnut chain Krispy Kreme public
  • In 2019, JAB buys pet clinics, investing 5 billion. In France, the group bought HD Assurances and CaptainVet.
  • In 2015, Coty's takeover of Procter & Gamble's beauty products turned into a disaster.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Dallmayr distribution automatique France
Starbucks coffe Deutschland
Nestle Deutschland
Neumann Kaffee Gruppe
Louis Dreyfus Company
Olam Group
JDE Jacobs Douwe Egberts (JAB Holding)

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