In 2020, coffee demand has been significantly impacted by restrictions related to COVID-19, especially the mandated closures of cafés and restaurants from March to at least May. High quality gourmet proposals particularly suffered during this time, as they typically target foreign tourists who are interest in having quality Costa Rican coffees at hotels and restaurants.
In 2020, pricing competition along with other types of discounts and promotional activities continue to gain traction across off-trade offerings in Costa Rica. For example, Grupo Café Britt SA with its premium Café Britt brand has been giving away metallic enamelled jars adorned with popular traditional legends to increase awareness and incentivize sales among consumers interested in pure Costa Rican coffee.
In 2020, sales of coffee in Costa Rica remain dominated by traditional local brands, but international brands have been improving their presence and mounting competitive pressure. The four leading brands, Café 1820, Café Rey, Café Volio, and Café Britt (in that order) are all locally produced, and are able to take advantage of Costa Rica’s culture, including a long and proud coffee cultivation heritage.
Sales of coffee in Costa Rica are set to begin recovery in 2021. While retail volume sales of coffee are projected to decline in 2021, it will mostly be a result of consumers shifting back to the on-trade channel, since total volume sales are expected to post double-digit growth in 2021.
Even though instant coffee holds a small presence in Costa Rica, it is anticipated to gain further traction over the forecast period. Instant coffee will have an opportunity to leverage the new normal of staying at home, while also tapping into the budget possibilities of a broader base of mid- and even lower-income buyers who do not have access to coffee pod machines.
Higher quality coffee proposals (which tend to be locally produced) should also develop new penetration opportunities by 2025 for at home consumption. Players active in this area are expected to adopt more intensive use of online based platforms in order to generate interest for their brands.
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Understand the latest market trends and future growth opportunities for the Coffee industry in Costa Rica with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Coffee research and analysis database.
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