Segmentation du marché du café en dosettes

This is a presentation about the Segmentation of the coffee market (coffee pods type)

Coffee is among the most drunk beverages in volume around the World with approximatively 171 billion liters consumed per year.

The market for coffee is segmented in 4 major parts: Instant coffee, ground coffee, beans and pod coffee.

Since its implementation by Nestlé (Nespresso) in 1984, the pod coffees’ market is booming in spite of its relatively high price.

And this fact is particularly true in Canada where the sales of fresh ground coffee pods have known an incredible expansion with an increase of more than 900 million US$ since 2009. We can observe that, in return, the sales of the other segments are stagnating or even decreasing concerning the instant coffee.

Since the purchase of Keurig by the holding company JAB in 2015, Nestlé (which is in possession of the brands Nespresso and Nescafé) is no longer the leader of the coffee pods market but remain a leading company with more than 37% of the world market shares and 44% for JAB Holding (which controls Tassimo, Senseo, Keurig and Starbucks).

Meanwhile, this is not true for all the areas of the World. Indeed, Nestlé and more precisely its brands Nescafé and Nespresso has kept the top-ranking in western Europe with more than 18% of the market shares of the entire coffee market.

Concerning North America, the leader is definitely Keurig with 79% of the market shares of the portioned coffee market shares in volume. Nespresso is far behind with only 6%.

...