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 moreOct 2018
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Coffee pod machines are now a familiar part of European kitchens. Prices in the category have started to fall since the introduction of private label and compatible brands. With machines and pods so cheap, are the years of phenomenal value growth behind us? Are strategies available for the category to recreate value?
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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.
The pace of value growth for pods, however, has declined since the introduction of private label and compatible brands. Companies are looking for ways to recreate a value-led category.
Realistically, however, these strategies will only resonate with a moderate proportion of consumers, meaning price growth is likely to continue slowing. Despite the prospect of price growth deceleration, fresh ground coffee pods still have room for growth. Pods are not the first category by value sales in nine of the 17 Western European markets, and the equipment rate of European kitchens should continue to grow as the price of machines falls further.
The best way to conquer new markets is by targeting a broad audience. While a growing number of consumers learn about coffee, the vast majority still cannot tell the difference between robusta and arabica. In that sense, boasting of single origins with higher price points could put off potential users. Dolce Gusto uses this approach, leaving the higher end to its sister brand Nespresso.
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.