1.1 Definition and scope of the study
The coffee in pods or encapsulated coffee, is a way of packaging the coffee in individual packaging (capsule or soft pod), for quick use in a suitable coffee machine. These products have been marketed since 1970 thanks to the invention of Nespresso, while other companies have gradually followed this trend: Illycaffè in 1972, Lavazza in 1989 and Senseo in 2001.
There are three main types of coffee pods, which compete with other main types of coffee such as ground coffee and soluble coffee [handpresso]:
- The "soft pods" which allow a "filter" quality rendering marketed adapted to the Philips Senseo machine
- The "hard pods" that allow an "espresso" rendering
- The "capsules" which also allow an "espresso" rendering but which are adapted to Nespresso, Agga or Iperexpresso machines
The global market is in full growth. Between 2017 and 2025 it is expected to expand at a CAGR of over 6%. Globally, coffee pods have become more appealing as consumers seek to reproduce coffee at home. Parallel to this, suppliers are continuously diversifying their offer and increasing the quality, which helps continue the product and market to evolve. Coffee production occurs exclusively outside the Western World, but consumption is the highest in Europe. Finland tops the list of per capita consumption with 12 kilograms of coffee per person per year on average.
In France, the market has been growing rapidly as well, owning to an extended offer and consumer willingnness to bring high quality coffee to their homes. Moreover, personalization has become a trend, which producers are receptive to, thus creating products which accustom all types of customers.
In France, and globally, the main brands of coffee pods include Nespresso, Senseo, Malongo and Tassimo. Carte Noire, L'Or Espresso and Café Royal are also prominent brands. All these players offer coffee pods, but on top of that a coffee machine belonging to the same brand is also present. The players in the coffee pod market are relying on a move upmarket and continuous innovation in order to sustain their growth. The 2 main issues in the coffee pod market seem to be linked to Nespresso's obligation to remove barriers to entry for other manufacturers, as well as the recycling of used capsules. (bakery, biscuit factory, etc.).
1.2 Strong growth in the global market
Coffee pod & capsule market World, ****-****, in $US billion Source: ****
The global coffee pod market is in full bloom; between **** and **** the market is expected to grow at a CAGR of *.**% to reach $US **.** billion in ****.
This growth stems from several reasons, including a more diverse and higher-quality offer which continues ...
1.3 Domestic market
Coffee & similar beverages
Market size processing of coffee and the (***) France, ****-*****, in € million Source: ****
The market for processing coffee and tea (***) amounted to €*.** billion in ****. Between **** and ****, the market shrunk with *.*%.
This comes as competition from external players has pressured margins in France.
In France in ****, €*.* billion of ...
2.1 Profile analysis: the French coffee consumer
France has been undergoing a shift in consumption of coffee, from traditional ways of consumption (***) towards pods and capsules. In ****, **.*% of coffee consumed was through coffee pods, a segment which is growing in light of the convenicence it brings together with an innovative offer with different features of taste. [***] Below, we ...
2.2 Focus: pods
Coffee pods are a very popular means of consuming coffee. According to IFOP, coffee pods made up the largest overall consumption category of coffee in ****, being integrated in **% of cases when coffee was consumed. In particular, the Grand-Est region are avid coffee pod users, and overall the most typical consumer is ...
2.3 Demand trends
Indeed, the trend of using pods has come to prevail in the French coffee market, and even reap market share from other coffee consumption methods. Customers are catching on to product offering trends related to coffee: according to IFOP **% of French consumers were susceptible to coffee pods as an emerging trend ...
3.1 Market overview
Companies and employees in the tea and coffee processing sector (***) France, ****-****, in units Source: ****
The graph above shows the evolution in the number of employees and companies in the coffee-and tea processing industry (***). Although this scope covers more than coffee pods only, it still provides a good proxy on what ...
3.2 Production is everywhere but in the Western World
The coffee production process consists of * key steps:
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 of coffee pods dominated by a handful of brands
Distribution of sales of coffee pods in super-and hypermarkets France, ****, in % Source: ****
In ****, almost **% of super-and hypermarket sales in France pertained to Jacob Douwe Egberts. The group includes brands such as L'Or, Senseo and Tassimo. JDE dominates the sales of this type of coffee pods.
In second place we find Lavazza, ...
4.1 Product 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
4.3 The environmental issue with capsules
Coffee pods are practical in the sense that they ensure storage and an appropriate dosage for consumption of a cup of coffee. However, coffee capsules are often made out of plastic, or a hybrid between aluminium and plastic. This, in combination with the fact that recylcing rates are low, ...
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 ...
- JDE (Jacobs Douwe Egberts )
- Malongo, Cie Mediterranéenne des Cafés
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