Magazine: Discount supermarkets are directing the film of the coffee market

Households have had more money to spend recently and this manifested in coffee sales too: the decrease in volume sales slowed down and value sales were up nearly 5 percent in 2017. This trend indicates that premium segments are strengthening.

Judit Hellinger
trade marketing manager
Tchibo Budapest

Judit Hellinger, Tchibo Budapest Kft.’s trade marketing manager informed: the growth in the capsule segment remained bigger than 20 percent, and the consumption of whole bean coffee was also growing. New premium brands are appearing in the market. It had a positive effect on the dynamic development of the capsule segment that last year compatible coffee capsules appeared in the market. Ms Hellinger shared the news that almost one third of sales are already realised by discount supermarkets. She revealed that a price promotion by a discount store chain can restructure sales very much.

Gyula Csóka
CEO
Mocca Negra

According to Gyula Csóka, CEO of Mocca Negra Zrt., in line with the slowly changing consumption habits, the education of consumers has become more important than before, which pushes the market in the direction of drinking high-quality brews and value sales growth. Capitalising from the renaissance of whole bean coffee, Mocca Negra is launching a new innovation in this segment. Mr Csóka added that in the domain of marking products special terms such as barista, cream, intense, professional, etc. are now more widely used. Today practically every brand – including Bravos – is going in this direction. Further news from Bravos is that between last autumn and this summer the brand renewed and strengthened the 3in1 range.

The instant real coffee segment is stable, while that of X:1 variants is expanding a bit, thanks to the constant innovation work of coffee companies. Viktória Pöll, brand manager (NESCAFÉ) of Nestlé Hungária told Trade magazin that they had put NESCAFÉ 3in1 Sweet & Creamy on the market in April 2018. Sales in the first few months developed in line with the company’s expectations – innovation work was preceded by a detailed survey on the taste preferences of consumers.

Manufacturers are busy developing new products under the well-known brand names, satisfying new flavour and intensity needs. A good example of this is Tchibo Budapest: they launched Tchibo Family Espresso and the feedback from consumers is promising. Shoppers also received the Tchibo Barista coffees well that had come out last year. The 1,000g product is resealable with the help of a patented special cap. Those who like capsule coffee are treated to the limited edition Cafissimo products, such as raspberry-white chocolate and coconut-white chocolate. In the summer Tchibo shops are waiting for visitors Cold Brew coffee. The shops also sell Mazagande, a special coffee drink that is carbonated and flavoured with lemon. It contains neither preservatives, nor sugar. Nitro Cold Brew is for those who desire something really different when it comes to drinking coffee!.//