The coffee market - Germany

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.