Being used as a store traffic generator amongst major modern grocery retailers’ chains, coffee promotions and discounts set the pace of coffee offer during most part of 2020 and the first half of 2021, when the pandemic disruption moved a relevant portion of consumers to their homes. Within this scenario, at-home consumption occasions and the availability of larger packages of 0.
A broader base of emerging value proposals and new brands is being seen in coffee. Examples include private label, Nestlé, Starbucks and a wide assortment of local speciality coffees, which increasingly focus on altitude, geography, plant varietals and drying techniques to distinguish their products from those of their rivals.
On trade coffee sales remained under pressure during 2021 as the gradual opening of society, recovery of general economic activity and the recovery of international tourism kick-started the anticipated recovery process for sales of this iconic beverage in the foodservice channel. The traditional leader in foodservice sales of coffee, the premium brand Café Britt, tends to target foreign tourists and the hotels that they stay at.
New recovery opportunities are expected to emerge during the forecast period, with this likely to be driven by the reactivation of the foodservice channel from the second half of 2021 onwards. This is likely to see the traditional category leader, the premium brand Café Britt, develop different types of promotional reactivation strategies and enter into joint venture alliances with on-trade operators to remain ahead of its main competitors: At the same time, other retail players such as the category leader Café 1820 as well as other relevant local competitors such as Coopetarrazú can be expected to seek to take advantage of the recovery of foodservice sales from 2022 onwards, with the brand likely to target different consumer segments with added value proposals and various quality levels, resulting in coffee that should be more affordable, especially when compared to the reference brand café Britt.
Boutique coffee brands are expected to gain ground in the category during the forecast period and one factor set to underpin this trend is the higher levels of specialisation that are being seen in the category. Key differentiators are set to include the altitude at which the beans were grown and drying techniques, with the added value that these offer in terms of taste capable of reaching more specific groups of niche consumers.
Given the recent spikes seen in coffee unit prices across global commodity markets and the anticipated impact of climate change on coffee production over the course of the forecast period, more significant unit price increases shall are likely to emerge as a major challenge for coffee players during the forecast period. With many Costa Rican consumers highly price-sensitive, rising prices will inevitably impact coffee consumption rates amongst the local population.
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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.
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This report originates from Passport, our Coffee research and analysis database.
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