How was the Coffee Market Transformed in 2020?

Changes in the points of consumption, increased sales through electronic channels, and more direct relationships between producers and roasters are some of the transformations reported in the coffee market at the regional and global level.

Tuesday, December 22, 2020

Changes in consumer habits, which were caused by the outbreak of covid-19 and the imposition of severe quarantines, ended up transforming several markets, including the coffee market.

According to Central American businessmen, production and exports remained at stable levels, however, consumption of the beverage changed and digital sales channels gained ground in this context of new commercial reality.

You may be interested in "Central America: Potential Market for Coffee Shops"

Juan Luis Barrios Ortega, president of the National Coffee Association (Anacafé), told Prensalibre.com that "... we notice a change mainly at the point of consumption. As the coffee shops -retail stores of coffee products- were closed, they started to buy in supermarkets, and there was not a significant drop in consumption, but there was a drop in the point of commercialization".

See "Coffee: Potential Market and Consumer Preferences"

Barrios added that "... there was also an increase in sales through e-commerce and it was a strategy used by coffee shops, as they were forced to not allow the entrance of guests. The businesses that already had their platforms continued their sales, but unfortunately there were stores that were not in the supermarket channel, nor online and had to close."

To minimize costs in the different links of intermediation, direct relations between producers and roasters were accentuated. This is another of the modifications identified by the entrepreneurs.

By 2021, the head of the union believes that coffee producers should bet on digital tools, through which they can market the grain directly with the roasters and thus sell at better prices.

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More on this topic

Coffee, Pandemic and Consumption Habits

August 2020

Due to the global confinement decreed by the covid-19 outbreak, coffee shops, restaurants and tourist establishments reduced the demand for coffee, but increased Internet sales and marketing of the grain in supermarket chains.

Another change that has been reported in the context of the pandemic is the rise in the international price of the quintal of gold coffee, which for the coffee year 2019-2020 stands at $156.48, an amount that is 9% higher than that recorded for the cycle 2018-2019, when it was quoted at $143.90.

Home office and Coffee Market

July 2020

Due to the reduction in office work and the increase in teleworking, Costa Rican toasters estimate that the local market demand for the beverage has contracted between 15% and 20%, when compared to sales levels prior to the beginning of the health crisis.

With the spread of covid-19 several companies and public institutions, which were able to accommodate their employees' work in the form of teleworking, stopped buying coffee for consumption in the offices.

Restaurants Leave Comfort Zone

June 2020

Sales via websites, social networks and instant messaging systems, as well as offering home delivery and including frozen food on menus, are some of the innovations that restaurants have had to apply in the new commercial reality.

Until the abrupt change in consumption habits brought about by the covid-19 outbreak in Costa Rica, restaurants did not imagine that the situation would force them to abandon their classic table service.

How to Boost Online Sales?

May 2020

Placing the most essential products on the website, establishing partnerships with specialized companies to ensure the shipping and delivery of orders on time, are some of the tips for companies to develop e-commerce in the new business reality.

How to reach customers, implement or enhance the digital sales channel in this context of health crisis, are some of the issues that reveal today to many Central American companies.

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