DESCRIPTION AND CHARACTERISTICS

THE COFFEE MARKET EVOLUTION

World consumption of coffee has increased during the past 10 years
- Traditionals markets : annual growth rate : 1,6%
- Emergent market and exports country : 3,5% and 4,3% of growth rate
- Exporting countries represent now 31% of the world consumption ( 25% in 2001)
- Brazil is the most important emergent market ( this country will become the firts consumer of coffee)


DRINK EVOLUTION
- Before coffee was drink in the same way : simple with just ad of sugar and milk
- Change in the way to prepare the coffee
- According to different time of the journey, the cultural differences (hot or cold, with alcool like Irish coffee...)


THE COFFEE SHOP MARKET

- In Europe : traditional coffee shops : basic atmosphere, more sophisticated way to drink coffee
- Originally, coffee shops where place to sociabilize but frequented by a masculin class.
- With the increase of individualism and the modern society, coffee shops became convivial places, to spend a pleasant time and relax.
- Majority of coffee shops were independents.

NEW NEEDS, NEW TRENDS:

- Needs and expectations of  consumers had changed through years.
- People are looking for more taste, their drink coffee at different time of the journey

- The born of new types of coffee shops ==> Starbucks revolutionized the way to drink coffees ==> procure a confortable place/ warm ambience, to relax and enjoy coffees and take away coffees in cups.


Severals types of competitors:

• Coffee retailers : Mac Donalds, Burger Kings, Starbucks....
• Coffee makers : Jacques Vabre, Carte Noire,  Malongo...
• Coffee machines markers : Nescafé, Nespresso, Senseo..
• In france ==> All coffee shops " bistros du coin"

- Boom of home-made coffee with the growth of coffee machine at home (expresso machins and capsule machines)


Article written by Judy Garber