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.
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.
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Because of the rains generated in Central American countries by Hurricane Eta, authorities warn that coffee plantations could be threatened by the spread of pests or diseases.
Starbucks of Condado Concepción, located on the road to El Salvador, Guatemala, is a sales point that at a distance of 15 minutes by car, has a potential market of more than 150 thousand consumers, and of this group of people 43% are interested in coffee.
Using the Geomarketing solutions we have developed for our clients, CentralAmericaData's Trade Intelligence team analyzed the environment of some of the main coffee shop locations in Central America. Below is an extract of the study's findings.
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.
From July 27th to 30th, the XXIV International Tasting The Best of Panama will take place virtually, in which 45 producers registered a total of 161 specialty coffee lots.
Laestrella.com.pa reviews that "... The Specialty Coffee Association of Panama (SCAP) has completed the registration process and as of June 15 will receive 24,150 pounds of the world's most coveted coffee, which has been carefully selected by producers. There are 87 lots (13,050 pounds) of the geisha variety of coffee, 58 lots (8,700 pounds) of traditional varieties of coffee and 16 lots (2,400 pounds) of the Pacamara variety, according to an official statement."
According to the digital behavior of consumers, it is estimated that in the countries of the region more than 13 million people show interest in coffee, and most of them are between 19 and 45 years old.
A study of the interests and preferences of consumers in Central America, prepared by the Trade Intelligence Unit of CentralAmericaData, shows interesting results on the preferences and tastes of people in several products, services and activities.
During the first six months of 2019, coffee exports from Central American countries totaled $1.782 million, 8% less than what was reported for the same period in 2018.
Figures from the Trade Intelligence Unit at CentralAmericaData: [GRAFICA caption="Click to interact with graphics"]
On March 26 and 27, 2020, the "Producer & Roaster Forum" will be held in Copán Honduras, an event in which at least 100 international coffee buyers will participate and business deals for nearly $10 million are projected to be closed.
The organization of the event reported that the plan is to promote the six coffee regions of the country and that since mid-2019 is working with producers to make filters of the coffees that will be presented at the event.
The increase to $135 of the international price of the quintal is promising for the coffee sector, since in recent years producers have gone through severe crises because of the fall in the price of the grain.
According to figures from Bloomberg Markets, between mid-November and the first week of December the price of a quintal of coffee at the international level registered an important upturn, going from $100 to $135.
During the first three months of the year, coffee exports from Central American countries totaled $747 million, 17% less than what was reported for the same period in 2018.
Figures from the Trade Intelligence Unit at CentralAmericaData: [GRAFICA caption="Click to interact with graphic"]
The Ortega administration rejected the request of Nicaraguan coffee growers, who requested that the tax of one dollar per quintal exported be waived for the 2020-2021 harvest.
The decision to start charging from next year was published by the Ministry of Development, Industry and Commerce (Mific) in the October 15, 2019 edition of La Gaceta.
The funds collected from the producers will be managed by the National Commission for the Transformation and Development of Coffee Culture (Conatradec), as stipulated in the Law for the Transformation and Development of Coffee Culture, which was amended in August 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.
If the international prices of bananas, coffee, sugar and palm oil do not improve, and if combined with a global economic recession, Guatemala, Honduras and El Salvador could stop exporting as much as $2.268 million altogether in 2021.
According to the report "Proceso de integración Centroamericana del Triángulo Norte: Escenarios de riesgo en la matriz de exportación" (Central American Integration Process of the Northern Triangle: Risk Scenarios in the Export Matrix), prepared by the Asociación de Investigación de Estudios Sociales (Asíes), garment making is another activity that could be affected in the coming years.
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