Foodservice volume sales of coffee plummeted in 2020. This was due to the closure of many foodservice outlets during lockdown and also the closure of institutions such as schools and colleges.
While foodservice volume plummeted, retail volume will see ongoing growth in 2020, albeit at a slightly lower rate in comparison to the review period CAGR. Slower growth will be linked to coffee having a less established role in consumer lifestyles, with tea drinking being a cultural norm.
Independent small grocers remain by far the dominant distribution channel for coffee, benefiting from their traditional appeal and local presence. However, the niche distribution channel of e-commerce saw strong growth from a low sales base in 2020.
Coffee is expected to see good retail volume growth in the forecast period and a considerably stronger foodservice volume performance. Foodservice volume is expected to make a rapid recovery, as foodservice outlets and institutions open once more and consumers begin to dine out again.
Sales of coffee are also expected to benefit from tighter controls over grey market products in the forecast period. Revised import policies will restrict sales of products that do not have labels in Urdu and do not specify Halal certification, which should make it easy for officials to spot unauthorised products.
The leading players such as Nestlé are expected to focus on bringing new consumers into the category in the forecast period. This will result in a strong focus on economical offerings and convenient products, Instant coffee is expected to experience the highest retail volume growth over the forecast period and will continue to dominate overall sales.
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Understand the latest market trends and future growth opportunities for the Coffee industry in Pakistan 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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