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Coffee pods continue to be the fastest growing coffee category in Western Europe, with pods accounting for over 50% of all fresh coffee retail sales in France, Spain and Portugal. While pods are often an example of growing premiumisation in many markets, the rise of them in Spain and Portugal is actually indicative of the economic crises across the region. As income levels of many consumers decline, many are having breakfast at home rather than in cafes; thus pods and pod machines continue growth. Meanwhile, markets such as Germany and Italy continue to post solid values across all fresh coffee categories. But there is opportunity in the Nordic nations where per capita coffee consumption is some of the highest in the world, but consumers have yet to fully embrace the single serve pod format.
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