Boston, MA -- (ReleaseWire) -- 07/16/2014 -- In 2013, off-trade volume sales of coffee saw little movement compared to 2012. Coffee already has a high penetration in French households and its consumer base is ageing. Nevertheless, the category gained added value thanks to the success of individually-packaged products, particularly fresh ground coffee pods, which are relatively expensive and for which demand increased again in 2013. Meanwhile, manufacturers continued to launch new references of coffee targeting young consumers; many also upgraded their product offer with more sophisticated flavours and high-quality coffee.
In off-trade value terms, Nestle France SA recorded a 35% share in 2013, remaining the leading coffee player. It continued to lead in value terms all the coffee categories in which it is present, including fresh ground coffee pods with its brands Nespresso and Nescafe Dolce Gusto. It also led instant coffee thanks to the positive performance of its Nescafe brand. These three premium brands are among the highest priced in the category. Beyond their quality, they offer a large range of products able to respond to all consumer coffee needs and the company is continually investing in new products and advertising, helping the brands to maintain a high level of notoriety and focus of strong demand. Within instant coffee, for example, Nestle France SA relaunched its Nescafe Selection with new 150g flexible packaging. The price per kg of this new reference is 25% lower than that of the 100g in glass jar, reflecting the savings it makes through lower transportation costs. Launched in November 2012 in Carrefour and Carrefour Market outlets, the brand was made available in other grocery retailers in 2013.
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Off-trade coffee as a whole is expected to see a shift towards more value-added products over the forecast period due to the preference of French consumers for more expensive individually-packaged products, notably fresh ground coffee pods. The strategies of manufacturers that are focused on upgrading their offer will reinforce this trend. As a result, the coffee category is expected to continue to perform marginally better in value terms than in volume over the forecast period. Meanwhile, in order to recruit new consumers, manufacturers are expected to launch products that specifically target young and/or occasional consumers.
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The Coffee in France market research report includes:
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Product coverage: Fresh Coffee, Instant Coffee.
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