Coffee in Colombia

2020 IMPACT

Retail volume sales benefit from closure of foodservice establishments

In 2020, coffee saw increased volume sales compared with 2019’s growth, while in value terms the category saw a slightly weaker performance. This occurred as consumers bought more coffee during lockdown for home consumption, while choosing cheaper options in the category.

Consumers attempt to recreate foodservice experience in the home

With the closure of foodservice outlets as a result of lockdown, consumers are trying to recreate the experience of cafés and coffee shops in the home. To achieve this, fresh ground coffee pods became popular as the most convenient, practical, and easy way to drink coffee reminiscent of that served in such establishments.

Institutional sales likely to see extended recovery period

As most outlets selling coffee are considered part of the exceptions, coffee sales saw a reduction mainly in the institutional environment. These include offices, and institutions that took longer to open, such as cinemas, gyms and others, where human interaction is commonplace.

RECOVERY AND OPPORTUNITIES

Health factors may boost coffee consumption post-pandemic

The COVID-19 crisis has been useful for consumers to get closer to coffee through online tastings organised by premium coffee brands and stores. Such events will be useful to maintain healthy sales of premium coffee products over the forecast period, thanks to the strengthening of the coffee culture in Colombia.

Promotional activities and convenience set to boost pod consumption

Coffee consumption will benefit from a stronger culture that will arise after the pandemic. This will be thanks to higher awareness promoted by virtual tasting events, launches and promotions implemented by pod manufacturers, as well as online promotion in major retailers.

Foodservice expected to see healthy recovery

While the coffee category is set to see a recovery over the forecast period, in volume terms this will be most evident in the foodservice channel, which is set to rebound from the strong double-digit negative growth seen in 2020. While consumers are likely to remain cautious regarding their return to the foodservice environment, pent-up demand will contribute to the growth of this channel.