Spain has a strong tradition of coffee consumption, leading off-trade demand for coffee to surge as foodservice outlets closed and consumers were confined to their homes during the COVID-19 lockdown. The growing popularity of automatic coffee machines and the increased amount of time available to consumers during home seclusion boosted demand for fresh coffee beans.
Stockpiling has been a feature of the COVID-19 crisis, with consumers stocking up on essential items because of concerns about disruptions to the supply chain and in order to reduce the frequency of visits to stores and, thereby, risk of exposure to the COVID-19 virus. Coffee has seen a trend of consumers making large purchases online in order to save money, especially in coffee pods.
The coffee giant, Grupo Nestlé España, remains the clear leader in coffee in Spain in value terms, despite seeing a slight decline in share as second-placed Jacobs Douwe Egberts has continued to consolidate its position on the back of the growing popularity of its L’Or Espresso pods. L’Or has been gaining momentum since it offered the first aluminium pods to be distributed in supermarkets and hypermarkets in 2017, when all other pods were made of plastic apart from Nestlé’s Nespresso.
While retail sales of coffee are expected to decline in both volume and value terms in 2021, this will primarily reflect the inevitable drift of some demand back to foodservice channels after the closures seen in 2020. The longer-term trend for coffee retail sales is positive, with growth set to be supported by the diversification of the product offer and a growing interest in premium coffee.
Fresh ground coffee pods and organic coffee are expected to see strong volume growth over the forecast period. Convenience and a broader, more diverse offer will drive growth in fresh ground coffee pods, with pods also becoming more prominent in foodservice because pod machines are cheaper than automatic ones and also allow for the preparation of other hot beverages.
There is potential for the emergence of brick-and-mortar stores that specialise in premium coffee, such as The Coffee Market in Barcelona and the Balearic Islands, during the forecast period, though increased consumer budget-consciousness as a result of measures to contain COVID-19 may limit their potential consumer base. In December 2019, the first News & Coffee kiosk appeared in Barcelona, focused on selling speciality coffee, as well as other beverages such as tea and kombucha.
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This report originates from Passport, our Coffee research and analysis database.
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