Boston, MA -- (ReleaseWire) -- 06/13/2014 -- In 2013, four trends continued to develop. Firstly standard fresh ground coffee remained the largest group as more Czech consumers prepare espresso and filter coffee from standard fresh ground coffee than from Turkish coffee; consumption of fresh coffee beans revived, reflecting the fact that Czech consumers desire to make coffee from the initial grinding to the final preparation. Secondly, instant coffee with full taste and rich velvety foam continues be very popular with Czech consumers. Thirdly, Czech consumers demand good- quality coffee and purchase more premium products, but as they still remain price sensitive they buy most of their premium coffee products under promotional offers. Fourthly, fresh ground coffee pods have a green light, supported by wider availability and new variants of coffee pod machines and coffee pods.
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The coffee field remains under control of five key companies, which account for a combined retail volume share of 85% in 2013 and the top three international players together held a 65%% share. There were no significant movements in company value or volume shares in 2013. The leading companies were successful in retaining their top positions. Tchibo Praha led sales in 2013 with a retail volume share of 26%, followed by Mondelez CR Coffee Production with 21% and Sara Lee Czech Republic with 19%. All leading companies promoted their brands through in-store promotion, price discounts, consumer competitions and free samplings. Leading companies continued to economise by running fewer television advertising spots during 2013; nevertheless, they realize that TV promotion is very effective and they invested more in this advertising compared to 2012. The most visible and popular TV spot of 2013 was the advertisement for Nescafe Nespresso premium coffee pods featuring George Clooney and the advertisements for Jacobs Velvet instant coffee and Jacobs Kronung premium instant coffee.
Total and retail volume sales of coffee are expected increase at a CAGR of 1% and retail value sales are expected to increase at a CAGR of 1% (at constant 2013 prices) over the forecast period. No big jumps in coffee consumption can be expected because the category is reaching a degree of saturation. Retail volume sales are expected to reach 22,600 tonnes in 2018.
Discover the latest market trends and uncover sources of future market growth for the Coffee industry in Czech Republic with research from Euromonitor's team of in-country analysts.
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