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Market watch: Coffee products

Source:HostMilano     Date:2022-06-13
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IN 2021, world trade in coffee-related products performed well: +13.6% in € values for espresso coffee machines; +13.1% for decaffeinated or roasted coffee and +8.8% for non-roasted coffee beans. The overall value of world trade in the three sectors has reached the highest ever recorded level of €34.5 billion.


For the period of 2022-2025, data elaborated by HostMilano show a CAGR of +5.6% in € values forecast for world trade in coffee products, with a total value expected to reach €43 billion.


The main destinations in terms of sales in 2021: United States (22.4%), Germany (14.2%), Italy (6.4%), Japan (5.1%), Belgium (4.2%) and Switzerland (3.8%). Brazil is the top global exporter in 2021 (27.6% share), followed by Colombia (13.9%), Vietnam (9,9%), Honduras (5.4%), Guatemala (3.6%), Ethiopia and Belgium (each with a share of 3.5%).


In the last five years consumption in Asia has grown 1.5%, according to the International Coffee Organisation.  (Photo © creativecommonsstockphotos | Dreamstime.com)

Asia at the centre of a beverage revolution

Asia produces 29% of the world’s coffee beans, but it has never been among the top consumer countries. However, in the last five years consumption has grown 1.5%, according to the International Coffee Organisation. This is attributed to China’s middle class opening up to western trends in wine and coffee. Young Asians acquire new habits, often discovered while studying abroad, or by learning about recipes on social media. Western coffee chains, including Starbucks (which has 5,400 outlets in China in over 200 cities) and Costa Coffee (which in addition to its over 450 sales outlets also offer so-called Costa Express: vending machines that dispense high-quality coffee), continue to seize this market opportunity.


The country of coffee

Exports of Italy’s coffee products reached a new high of €2.6 billion in 2021, up 14% on 2020. There was substantial growth for decaffeinated or roasted coffee (+14.1%) and espresso coffee machines (+14.3%). By 2025, a CAGR of +5.5% in € values is forecast, with total exports expected to reach nearly €3.3 billion, for Italian exports of coffee-related products.


Italian imports of coffee-related products reached a value of €1,450 million in 2021, up 6% on 2020. The most significant component in Italian imports overall was coffee beans, which accounted for over 77% of total Italian imports.


Coffee machines at the top of success

Coffee-making machines are entering a new era. After the downturn recorded in 2020 (-22.1% in € values), following pandemic lockdowns, global trade recovered nearly 14% points in 2021, to reach €4.5 billion. A full recovery to pre-pandemic levels will have been achieved by 2023, and by the end of this period the projection is for a value of € 5.6 billion, with a CAGR of +5.6% in € values.


In 2021, Italy remained the leading exporter (21.3% share), ahead of Germany (16.1%), Switzerland (11.4%) and the US (10.3%). Worth noting is China’s rise to 5th place (7.5%).


In 2021, the US was the biggest importer of espresso coffee machinery, accounting for 19.2% of demand. It was followed by Germany (6.5%), France (4.8%), China (4.7%) and the UK (4.6%). Meanwhile, the go signal for return to office and major events has pushed the proposal of vending coffee machines. As showcased at HostMilano (October), companies see vending machines as one of the ways to promote the new solutions that allow to manage various types of coffee and preparations, with the focus on specialty coffee.


New coffee-lovers consumption formulas

The consumer is evolving, showing a deeper knowledge of raw materials, and expects to meet various options at the bar. Consumption is driven by the trends spread on social media channels. It seemed to have started with the introduction of Dalgona Coffee that became the It-Drink of the moment through TikTok. This was followed by Proffee, a blend of coffee and a protein drink. Then a other drinks that have coffee as their base also trended but the focus was more on appearance rather than on substance, mixing coffee with plant milks (Vegan Dalgona) or cow’s milk, ice, syrups and so on.


Signs of change

The HostMilano exhibition presented the innovation policies of companies through their products, from machines to packaging, and capsules to production. The focus on environmental sustainability where the mantra is to consume less, consume better, and reduce the impact on the environment. 

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