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Q: International Sales or Consumption of Instant Coffee ( Answered,   0 Comments )
Subject: International Sales or Consumption of Instant Coffee
Category: Business and Money > Advertising and Marketing
Asked by: royalyoung-ga
List Price: $200.00
Posted: 19 Dec 2004 17:15 PST
Expires: 18 Jan 2005 17:15 PST
Question ID: 444849
Annual sales/consumption statistics by country, including Greece. Who
buys (consumer profiles) and who sells (company data).
Subject: Re: International Sales or Consumption of Instant Coffee
Answered By: adiloren-ga on 31 Dec 2004 23:58 PST
Exports: 2004/09-04/September%202004%20All%20PDF.pdf

"U.S. coffee stocks at the end of July 2004 totaled 6.0 million bags"

Korean Coffee Market
the FAS web site at: 

"The Korean coffee market is estimated at close to $1 billion in 2003,
with instant coffee representing 95 percent"

"Instant coffee imports grew significantly in 2003 to $15 million"

"The U.S. market share, at 27 percent for 2003"

Coffee - Pan-European Overview

The 2003-2008 World Outlook for Instant Coffee Granules

US Instant Coffee Consumption
"In the U.S., 40,000 tons of instant coffee is consumed annually."

German Instant Coffee Consumption
"In Germany, Adamsons noted, a coffee market known to quality
conscious, over 14,000 tons of instant are consumer every year."

Japanese Consumption
"In Japan, in fact, instant consumption comprises 50% of the market,
this came down from 75%"

Australia Market
"Nescafé, which dominates the instant coffee market in Australia, is
facing the challenge of how to develop future growth strategies for
the $500m instant coffee market which has seen consumer tastes become
increasingly sophisticated."

US Instant Coffee 2003

Germany Instant Coffee Report 2002

North American Coffee Quantitative Trends 2004

Clarification of Answer by adiloren-ga on 01 Jan 2005 01:43 PST
I apologize. I mistakenly posted my answer prematurely, here is the rest of it:


World Markets:

Country by country  coffee export statistics


World Bank

"Soluble coffees come from many different parts of the world and the
number of producers is increasing. So is the range of quality.
Originally produced only in consuming countries, soluble coffees were
then produced at origin, most notably in Brazil and Colombia, but also
in smaller producing countries such as Nicaragua and El Salvador. As
far as the U.S. was concerned, the next biggest entry was Mexico, and
the freight advantage made it tough to compete for a time. But now
soluble coffee producers in Asia are giving everyone in the business
some stiff competition. Some observers question, though not for
attribution, whether some of the concerns that have put up instant
plants recently really did any research to see if another instant
plant was needed. There is no other sector of the coffee business, it
seems, that is operating at a lower percentage of full capacity. "

<<?In England I understand that 80% of the coffee they drink is made
from instant. In Africa, I have heard that many people believe Nescafé
instant to be the best coffee product available, because it is the
best they have tasted. They are actually amazed that some of their own
coffees taste better than instant, and I guess this is because in many
African countries, all but the worst coffee is exported. Given what?s
left behind, Nescafé probably is better.? >>



United States

UK cy2003-04/English/wp/wpstatistics79e.pdf

Profile (including instant coffee)




Detailed Market Analysis
"The Brazilian soluble coffee industry could get a healthy boost this
year, as long-standing European trade barriers start to crumble and
new export markets such as China begin opening up. Mauro Malta,
executive director of the Associacao Brasileira das Industrias de Cafe
Soluvel (ABICS), says Brazil's soluble coffee exports last year came
to $200 million, around a tenth of total Brazilian coffee exports of
$2 billion. "Over the last 10 years, we've had a problem with the
European Union, which put a 9% tariff on Brazilian soluble coffee. "


The Soluble coffee Market in Greece,PreReport.vm/pcref/D-GRC-16.2
"Volume grows but value grows more

Total volume sales of hot drinks reached over 32,000 tonnes in 2003,
up 2% on 2002. The record low global prices of coffee, tea and cocoa
during 2001-2003 are resulting in a drop in coffee and cocoa world
supplies during 2003, and leading to price increases that are being
passed onto the consumer and increasing the value performance of hot
drinks as a whole. This is exemplified by the fact that retail value
sales of hot drinks are growing by 3% in 2003, almost two percentage
points higher than retail volume growth in the same year.

Coffee remains the first choice amongst consumers

In line with the previous year?s consumption patterns, coffee holds
the largest share of hot drinks? volume and value sales in 2003. Sales
of coffee account for 91% of total volume sales and 95% of retail
value sales in 2003. The best sellers in the coffee sector remain
Greek and instant coffee ? two types of coffee that are interwoven
with Greek culture and eating habits."

Virtual Coffee


"Domestic consumption of soluble coffee drinks continued its year long
with a 14.3% increase to 21,880 tons. Among the solubles, the Italian
cappuccino classico has been the undisputed market leader. Growing by
19.1% since the previous year, it has reached an actual market share
of 71% of the soluble market, or some 15,600 tons. Other specialties
like flavored cappuccino, Viennese melange, ice-coffee or café au lait
experienced a slight set-back. The actual market shares of these
specialties are 12%, 6%, 6%, and 4% respectively. Export of soluble
coffee drinks went up by 44.5% or 34,257 tons. Two thirds of exports
were directed into EU member states, while the rest went into non-EU
countries. Some 90% of those exports consisted of pure coffee
products. Imports of soluble coffee mostly for use in mixtures for
export products also increased amounting to some 16,954 tons."


"The total soluble coffee market is valued at £32.2 million (?40.9
million), and accounts for 1467 tonnes (AS01 Niselen). According to
Kraft Foods Ireland, it is the largest volume player in the Irish
instant coffee market. Its portfolio includes Maxwell House, Kenco,
Carte Noire and Café Hag.

Kraft says that Maxwell House is the No.1 one coffee brand, and
remains Ireland?s favourite coffee in the powder and granule sectors.
The ?Choose? campaign is deliberately young and modern - the ?Choose?
ads features ?Honey?, a song from Moby?s album ?Play?. "

"Hungary is traditionally an R&G(roasted and ground market, total
cup/capita consumption for the total population is 454 cups/year in
2004, out of which R&G represented 76.76%) and the cup share of the
soluble segment is increasing very ?very slowly. (2002: 22.42%, 2003:
22.67%, 2004: 23,24%). The soluble pure (non flavored like
cappuccinos, 100% coffee) segment is stagnating and premium pure
category is underdeveloped (only 3 brands Jacobs Krönung, Tchibo
Exlusive and NESCAFÉ Gold), growth is coming from the mixes segment
(3in1 coffee brands) on the soluble market. "



FAA Snapshots (general Coffee)

Nov 17 2004 | Venezuela | Coffee Update 
Highlight: Venezuelan coffee production has been falling, as a
consequence of the severe recession and devaluation in the last two
years. The Venezuelan Government is launching an ambitious plan to
boost coffee production by the end of 2007 in order to recover the

VE4018 | View the Acrobat version | Download the MS Word version
 	Nov 11 2004 | Tanzania, United Republic of | Tanzania Coffee Update Report 
Highlight: The Tanzanian coffee industry experienced an upsurge in
production during MY 2004/05. Production estimates for MY 2004/05 are
45,000 mt as compared to 32,000 mt the previous year. The rebound has
been driven by favorable weather conditions and relatively good prices
during the 2003/04 crop season. The Government has zero rated VAT on
farm inputs to facilitate coffee production and agriculture as a

TZ4001 | View the Acrobat version | Download the MS Word version
 	Jun 21 2004 | Korea, Republic of | Korean Coffee Market 
Highlight: The total value of coffee imports in 2003 was $93 million,
a twenty percent increase over the previous year. The United States
has a sizeable market share of roasted coffee bean imports and a
growing share of instant coffee imports.

KS4031 | View the Acrobat version | Download the MS Word version
 	May 20 2004 | Cote d'Ivoire | Coffee Update 
Highlight: Post has revised upwards its 2000/2001 and 2001/2002
production estimates. Previous Post estimates included only marketed
production, which is the portion of farmers' harvest actually sold.
Farmers sold over 98 percent of then total harvest before the advent
of price crisis, which became pronounced starting in the 2000/2001
marketing year. Farmers' sales dropped by 15 and 13 percent
respectively for the two marketing years 200/2001 and 2001/2002.

IV4008 | View the Acrobat version | Download the MS Word version
 	Dec 3 2003 | Brazil | Coffee Semi-Annual 
Highlight: ATO/Sao Paulo has revised total Brazilian coffee production
for MY 2003/04 to 32 million bags, down 19.6 million bags from MY
2002/03. MY 2003/04 coffee exports are projected at 24.5 million bags,
down 4.9 million bags from previous MY due to expected lower
availability of the product.

BR3023 | View the Acrobat version | Download the MS Word version
 	Dec 1 2003 | Vietnam | Coffee Semi-Annual 
Highlight: Vietnam's 2003/2004 coffee area declined a little (perhaps
by 10,000 hectares), but production will probably increase by 5-10
percent to 710 thousand metric tons due to better crop management and
increased use of inputs. Although Vietnam remains a tea-drinking
society, consumption of instant coffee is rapidly increasing. Assuming
no last minute weather shocks, Vietnam's 2003/2004 coffee exports will
remain around last's year level, somewhere between 670-680 thousand
tons. Export prices have recovered from the 2000/01 low of $436/mt to
about $630/mt, but that remains a small part of the peak price of


Market Leaders:

Philip Morris/Kraft Foods

*	Parent Philip Morris	
*	Kraft Foods Profile	
*	Philip Morris Acquires Nabisco	
*	IPO Spin "Out" of Kraft/Nabisco	
*	PM Machinations Impact Kraft Coffee Moves	
*	Kraft Coffee Brands	
*	Maxwell House Origins	
*	The Maxwell House Line	
*	Kraft's Mysterious Coffee Strategy	
*	Joint-Venture with Starbucks	
*	Overseas Coffee Interests	
*	The Gevalia Mail-Order Brand	
*	Kraft Partners with Choice Hotels	


*	The Nescafe Line
"Nestle now controls about half of the world market. "

Nescafe Market Statistics

Nescafe Brand (by nestle)

Oxfam Report

*	Nescafe Frothé	
Competitive Profile: Sara Lee	
*	Sara Lee Coffee & Tea Enters U.S. Market	
*	Acquires Chock Full O' Nuts	
*	Acquires Nestlé Ground Brands: Hills Brothers, Chase & Sanborn, MJB 
*	Acquires Superior, Wechsler, Continental	
*	Sara Lee Just Keeps Acquiring	
*	Sara Lee Positions for World Dominance	
*	Restructuring Superior Coffee	
*	Promoting Chock and Hills Brothers	

*	The Most Dynamic Force in Coffee	
*	Expanding Like Crazy	
*	Widely Extending Distribution Network	
*	Beyond Coffee	
*	Two Major Joint Ventures	
*	J-V with PepsiCo Yields "Gatorade" of RTD Coffee	
*	J-V with Kraft Yields Major Shakeup at Mass Retail	
*	The Phenomenal Success of Starbucks' Rollout	
*	Most Mass Gains Made in Ground	
*	The Permanent Starbucks Effect	
*	New CEO	
*	New Issues, Old Momentum	

Seattle Coffee Co.	
*	Multifaceted Coffee Roaster/Marketer/Retailer	
*	Seattle's Best	
*	Seattle's Best in Supermarkets	
Competitive Profile: Green Mountain Coffee	
*	A Leading Specialty Marketer	
*	Focus on Foodservice	
*	Concentrating on Gas Stations and OCS	
*	Expanding into Supermarkets	

Rowland Coffee Roasters	
*	Rowland Owned by Souto Family of South Florida	
*	Tetley's Major U.S. Espresso Operation	
*	Café Bustelo vs. Café Pilon	
*	Consolidation of Cuban Espresso Empire	

Mother Parker's Tea and Coffee	
*	Tetley's Anglo Brands to Mother Parker's	
*	State-of-the-Art Roasting Facilities	
*	But Can It Advertise?



International Coffee Organization

National Coffee Association


Google Search Strategy

"instant coffee" or "soluble coffee" and 


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