Coffee: Which Markets Are Willing to Pay More?

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.

Wednesday, June 26, 2019

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.

You may be interested in "Coffee: Export falls 9% up to 1st Semester 2018

Guillermo Rodríguez, president of the Committee of Differentiated Coffees of AGEXPORT, explains that "... A coffee is considered special when it is perceived and valued by consumers for some characteristic that distinguishes it from conventional coffee for which they are willing to pay a higher price. This study shows that consumers in Holland, Switzerland and Germany are willing to pay a higher price for a distinctive cup of coffee, which would be an economic and social benefit for coffee producers in Guatemala."

Also see "Crops: Main Figures in Central America

AGEXPORT explains that "... This trend of consumption of distinctive coffees is marked by the tendency of individualization of coffee consumption; increase in the demand of "special coffees"; increase in the sophistication of "coffee shops" and coffee bars; commercialization of green grains, not roasted, so that people do their roasting at home.

An example that we highlight in the document is the behavior that occurs in Zurich (Switzerland), where a cup of coffee of 250 milliliters with 15 grams of coffee is paid in US$4.98. Rodríguez emphasized.

Another relevant data is the premium level, convenience, personalization, 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 sourcing, sustainability and certification, especially in millennial consumers who are increasingly sensitive to sustainability issues related to coffee production.

Interested in detailed data on Central America's agriculture industry?

Contact us:

this site is protected by reCAPTCHA and Google's privacy policy and terms of service.
Need assistance? Contact us
(506) 4001-6423

More on this topic

Specialty Coffee: New Business Platform

November 2019

The Guatemalan exporters' guild made available to specialty coffee producers the digital platform CoffeVerse, which is focused on expanding business opportunities and markets.

The platform that was presented by the Guatemalan Association of Exporters (Agexport) includes a geolocation data of farms and it is expected that in the coming months the system will include details of the producing farms.

Coffee: Consumer Demands

October 2019

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.

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.

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: 

Opportunity for Coffee in UAE

September 2014

In 2012 the Arab country consumed more than eight million metric tons of coffee, 2.4% more than the previous year.

From a statement issued by the Foreign Trade Promotion Office of Costa Rica (Procomer):

In the United Arab Emirates (UAE) more coffee was consumed than anywhere else in the Gulf, which registered an increase of 85% in the past three years, according to the latest statistics from the International Coffee Organization (ICO).