The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJun 2014
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The coffee machine market is entering a new normal. Pod coffee machines in North America and Western Europe are a consolidated reality and globally, premiumisation is over. 20% of growth in pod coffee machines now comes from non-traditional coffee drinking markets. In the US, new premium entrants must face Keurig’s undisputed leadership. In Western Europe it is now time for open brewing systems to go premium, leveraging the individuality and localisation trends driving value in foodservice.
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Over 20% of the growth expected over 2013-2018 will come from non-coffee-drinking markets. The popularity of specialist coffee shops is fuelling demand for a premium coffee. In this context, ease of use and consistent brewing results are driving middle class consumers to switch from instant coffee to pod coffee machines to replicate the same experience at home.
Increased competition and retailers discounting in Western Europe is pushing prices down. However, here consumers still pay more than anywhere else for fresh ground coffee, preferring quality and taste over brand loyalty. Individuality and localisation – key in the development of premium specialist coffee shops – also indicates that consumers are happy to pay a premium for locally brewed coffee. This shows it could be the right time for open coffee brewing systems to go premium.
Over 2013-2018, the Brazilian filter coffee machine market is set to double in value to become the world's second largest market after the US. Over the same period, Russian sales of espresso coffee machines are expected to post the world’s largest real value growth.
Sales of Keurig’s pod coffee brewers are boosting the overall growth of the US coffee machine market. The US is forecast to account for over 40% of real value growth and 55% of volume growth globally over 2013-2018.
Nespresso’s business model (one brand, one drink) will continue having a hard time in the US. Consumers here are loyal to few hot drink brands. They will pay a premium for a Keurig coffee machine because it brews all their favourite branded drinks at the touch of a button and at a price that is still perceived as reasonable.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.