Coffee: Consumer Demands

In markets such as North America and Western Europe, a consumer segment wants the grain to meet aspects such as ethical and sustainable sourcing, and its production process to be certified.

Friday, October 11, 2019

According to the study "Trends and Opportunities for value-added coffee exports" conducted by the Differentiated Coffees Committee of AGEXPORT, reveals how to change the strategies for marketing good quality coffee with higher value added (roasted), for the next coffee harvest of 2,019 - 2,020 and those to come.

You may be interested in "Crops in Central America: Main Figures in 2018"

From the AGEXPORT statement:

Coffees could increase their value by being industrialized and marketed as differentiated roasted coffee and packaged with a brand name, palletizing in good shape what is currently happening. Rodriguez stressed.

In addition, the wave of consumption of differentiated coffees is marked by the trend of individualization of coffee consumption, increased demand for "special coffees", increased sophistication of the "coffee shops" and coffee bars with a level "Premium", convenience, customization, unique origin and type of roasting of great variety.

Market research has indicated that consumers, especially in North America and Western Europe, are looking for aspects such as ethical, sustainable sourcing and certification, especially millennial consumers who are increasingly sensitive to the sustainability issues associated with coffee production.

In this sense, international coffee promotion efforts should focus on markets in Europe, Asia and the Middle East where per capita consumption and price per cup of coffee are quite high. At the same time, it is important to improve varieties with greater productivity, such as obtaining the certifications required by the markets. Revealed the President of the Committee of Differentiated Coffees of AGEXPORT.

According to Guillermo Rodríguez, President of the AGEXPORT Committee of Differentiated Coffees, to commercialize differentiated coffee at a national and international level it is important to be innovative, creative, improve competitiveness in the design and development of packaging to better preserve coffee, create winning commercial brands and image campaigns of roasted coffee from Guatemala.

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More on this topic

Coffee: Which Markets Are Willing to Pay More?

June 2019

By analyzing the behavior of the global market, it is established that Holland, Switzerland and Germany are willing to pay a higher price for a distinctive cup of coffee.

Between the Committee of Distinguished Coffees of the guild of exporters of Guatemala and the European Union, they carried out the study called "Trends and Opportunities of exportation of coffee with added value", in which the price of coffee in 77 cities of the world was compared.

Coffee: Which Markets Are Most Profitable?

February 2019

Although the U.S. is the main buyer of Guatemalan coffee, data from the exporters' guild indicate that South Korea is one of the markets that pays the best prices for the grain, while Italy pays one of the lowest prices.

#Although the main buyer of Guatemalan coffee is the United States, there are indications that Asian countries tend to appreciate Guatemalan coffee more, paying a higher price for it, notes the report "Guatemalan Coffee: A Focus on the World Market and Its Productivity.

The US Roasted Coffee Market

March 2018

Factors such as geographical proximity and the sophistication of consumption are characteristics that position it as a market of interest for coffee farmers in the region.

From the executive summary of a study by Procomer of Costa Rica entitled  "Roasted coffee market in the US":

Roasted Coffee Market in Germany

October 2017

The European country is a mature market in the production, marketing and consumption of coffee, and despite its developed roasting industry, it is a major importer of roasted coffee.

From the market study "Roasted coffee in Germany" by Procomer: 

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