Coffee in Azerbaijan

PROSPECTS

Coffee performs well in 2019, supported by an increase in foodservice outlets and growing urbanisation

Over the review period, the busier lifestyles of local consumers and better-for-you claims shaped the dynamics of coffee in Azerbaijan. For example, green coffee such as Illy Green Coffee appeared on the shelves of supermarkets and hypermarkets, claiming to provide health and wellness and to meet the needs of increasingly busy modern consumers.

Instant coffee remains a favourite due to its convenient method of preparation

Instant coffee remained the dominating coffee over the review period. The significance of instant coffee is expected to continue over the forecast period, due to the well-known players and consumers established coffee drinking habits.

Fresh coffee is benefiting from working environments that view coffee as an important perk for their employees

Fresh coffee is not well developed in Azerbaijan but is growing rapidly from a low base. Consumption of fresh coffee through foodservice is also actively growing.

COMPETITIVE LANDSCAPE

International players continued to lead coffee, with consumer loyalty and high-levels of marketing keeping Nestlé on top

During the review period, the number of local coffee manufacturers remained limited, allowing international brands to benefit from higher prices and better positioning in retail channels. Key importers of coffee to the country were Turkey, Italy, Russia, France, Ukraine and Germany.

MacCoffee and Nescafé are the highest consumer instant coffee mixes, with strong levels of awareness driving their success

MacCoffee 3-in-1 and Nescafé 3-in-1 are the most popular instant coffee mix players. High-levels of brand awareness plays a key role in its success.

Fresh coffee benefits from having increased availability, and awareness that comes from being featured at local events

Due to the development of coffee-inspired breakfasts in Azerbaijan, manufacturers were active during the review period, promoting products with bold flavours, freshness and strength claims. Nestlé continued to launch new innovative products, introducing Nescafé Sensa and Nescafé Gold Dolgun Dad to local consumers.

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