Sase companii fac legea pe piata cafelei de ani de zile.


Pe o piata estimata la 250-300 mil. euro, dependenta de brand scrie de mai multi ani acelasi clasament al companiilor mari, desi sunt in joc bugete anuale de promovare de peste 10 mil. euro. Cafeaua, ca si tigarile, creeaza dependenta de branduri (consumatorii raman fideli unor branduri chiar daca sunt operate modificari de preturi), ceea ce face ca piata de profil sa fie lipsita de miscari spectaculoase la varf. Jocurile pe piata sunt facute de ani buni de sase companii mari, Kraft Foods, Strauss, Nestlé, Cafea Fortuna, Tchibo si Panfoods, care realizeaza impreuna peste 90% din vanzarile totale de cafea la nivel local.

Piata a „sanctionat” producatorul Strauss pentru schimbarea de brand din 2008: compania a pierdut cota de piata si a avut performante slabe (potrivit raportului financiar pe 2009) dupa ce a rebranduit Elita in Doncafe, cu investitii de 15 mil. euro, din care 6 mil. euro au fost directionate in campanii de promovare.

De partea cealalta, cei mai mari competitori ai sai – Kraft Foods si Nestlé – au ales sa-si dezvolte portofoliile de produse din ultimii ani mizand pe aceleasi branduri. Kraft a relansat marca Nova Brasilia, cu care activeaza din 2002 pe segmentul mediu de pret, prin transformarea acesteia in Nova Brasilia la Ibric in 2008.

Mai recent, Nestlé, companie activa doar pe segmentul cafelei instant cu Nescafe, a lansat la finele lui 2009 primele espressoare de cafea cu capsule pentru acasa, Nescafe Dolce Gusto.

Lansarea, care a fost un raspuns al producatorului la tendinta de mutare a consumului din cafenele si baruri in locatiile in-home (acasa), i-a adus companiei vanzari peste asteptari in primele luni.

„Vanzarile Nescafe Dolce Gusto in 2009 ne-au depasit estimarile initiale cu peste 20%. Acest lucru ne face increzatori in ceea ce priveste evolutia categoriei in acest an”, afirma Ana Maria Stanca, group brand manager in cadrul Nestlé Romania.

Reprezentantii Nestlé, cel mai mare jucator pe segmentul cafelei instant, nu au comunicat valoarea investitiilor in aceasta lansare.

Primii trei jucatori pe piata cafelei – Kraft Foods, Strauss si Nestlé – au bugete anuale de promovare pe acest segment ce pot ajunge chiar si la valori de peste 5 mil. euro, potrivit datelor din piata.

Singura lansare din 2010, de pana acum, a fost realizata de producatorul Cafea Fortuna, care a intrat pe segmentul cafelei solubile (instant) cu acelasi brand cu care activeaza din anul 1993.

Clientii au ramas fideli brandurilor si in criza

„Cafeaua este una dintre categoriile alimentare ce mentine un «tonus» ridicat al loialitatii consumatorilor fata de brand chiar si in vremuri de criza”, spune Bogdana Baltasiu, client sales & service manager al companiei de cercetare de piata The Nielsen Company.

Aproape jumatate (48%) dintre cumparatorii din comertul modern aleg sa mearga in alt magazin atunci cand nu gasesc la raft cafeaua pe care o cauta, se arata in studiul ShopperTrends obtinut in urma interviurilor realizate de Nielsen la finele anului 2009.

Doar o treime dintre persoanele intervievate (35%) – pondere in declin fata de inceputul lui 2009 (41%) – sunt dispuse sa incerce marci si produse noi in situatiile in care in magazin nu se afla in stoc cafeaua preferata.

Vanzarile de cafea in comert au avut anul trecut o stagnare in volum fata de 2008 si o crestere de 6,2% in valoare, potrivit datelor The Nielsen Company. Studiul nu include magazinele discounter si nici unitatile cash & carry.

La nivelul tututor formatelor de comert, datele de la INS (Institutul National de Statistica) indica tot o stagnare in volum: importurile de cafea in Romania au fost de 37.616 tone in 2009, in crestere usoara, de 2%, fata de nivelul din anul anterior. Importurile sunt reprezentative pentru intreaga piata, tinand cont ca in Romania nu se cultiva cafea.

In valoare, importurile de cafea, care includ atat materii prime, cat si produse ambalate, au fost anul trecut de 97,7 mil. euro, pe o piata estimata la 250-300 mil. euro.

Cele mai mari volume de cafea au fost aduse in 2009 din Germania, Indonezia si Bulgaria, conform datelor de la INS.De la fabrici de procesare a cafelei din Germania vin majoritatea produselor Jacobs si Tchibo vandute in Romania, potrivit datelor din piata.

Consumul mediu: mai putin de o cafea pe zi

Romanii consuma 2,18 kilograme pe cap de locuitor pe an, de peste doua ori mai putin decat spaniolii, francezii sau grecii, potrivit statisticilor Organizatiei Internationale a Cafelei (International Coffee Organization) realizate pe baza volumelor importate.

Romania este in urma Bulgariei si Ungariei, ca si nivel al consumului de cafea, insa inaintea Poloniei sau Ucrainei.

Producatorii spun insa ca nivelul consumului local este mai mare, daca luam in calcul si importurile de cafea la negru care detin o cota de piata importanta in zonele din vestul tarii.

Cafeaua se numara printre produsele accizate, alaturi de tigarete sau bauturi alcoolice. Accizele la cafea vor disparea insa in 2011, dupa mai multi ani de reducere progresiva.

Nestlé estimeaza consumul local de cafea la 285 de cesti pe cap de locuitor pe an, ceea ce inseamna ca, in medie, un roman bea mai putin de o cafea pe zi.

Cafeaua super premium are 7-8% din piata

Studiile realizate la consumator de catre compania de cercetare a pietei GfK arata ca cei mai mari trei jucatori pe segmentul cafelei macinate sunt Kraft Foods, Strauss si Amaroy, acestia acoperind peste 80% din piata.

„Amaroy este exponentul pietei negre – este o marca adusa din Germania pana acum ceva timp doar pe cai «neoficiale», iar in ultima perioada a aparut si pe rafturile catorva retaileri, ajungand totusi sa aiba o cota mai mare de 10% in volum”, spune Raluca Raschip, consumer tracking director al GfK Romania.

La randul lor, marcile super premium, precum illy, Julius Meinl, Nespresso sau Davidoff, detin in prezent 7-8% din volumul total al pietei si sunt vandute in special in HoReCa, potrivit datelor furnizate de directorul unei companii de profil.

Valoric, segmentul super premium ar putea fi estimat la peste 30-50 mil. euro sau peste 15% din piata.

Piata de profil este foarte fragmentata, companiile importatoare avand cifre de afaceri sub 5-6 mil. euro. De exemplu, Julius Meinl Romania, unul dintre cei mai mari furnizori de cafea in locatiile din HoReCa, a raportat pe 2008 o cifra de afaceri de 5,3 mil. euro.

La randul sau, distribuitorul local al illy, compania Pro Brands Distribution, estima vanzari de aproximativ 4 mil. euro pe 2009.

„Segmentul super-premium (fie ca vorbim de cafea solubila sau de cafea macinata) are inca o baza mica de consumatori si, implicit, a vanzarilor. Nu atributele sau tipul produselor super-premium fixeaza nisa in acest caz, ci numarul consumatorilor cu venituri mai ridicate. Inainte de aparitia efectelor crizei economice, acest segment era estimat ca avand printre cele mai rapide cresteri”, precizeaza Ana Maria Stanca.

Ea prognozeaza ca, in urmatorii ani, cele mai mari cresteri de vanzari vor fi inregistrate pe segmentul specialitatilor de cafea (3 in 1 sau alte mix-uri). „Trendul tine de comportamentul de consum si de deschiderea pietei: convenienta, varietate, pret, disponibilitate in magazine”, mai spune managerul de la Nestlé.

Reprezentantii importatorului illy spun ca piata cafelei super premium a resimtit efectele crizei incepand cu a doua jumatate a lui 2009. Pe segmentul HoReCa, scaderile de vanzari au venit din inchiderea unor locatii si diminuarea numarului de unitati nou deschise, dar si din reducerea consumului in cafenelele, barurile si restaurantele ramase operationale.

„Toate segmentele au fost afectate de criza; vanzarile in retail au scazut comparativ cu anii trecuti, iar segmentul office, vazut ca un segment cu potential, este si el afectat. Firmele au inceput sa reduca din bugetul alocat consumabilelor precum cafea, ceai sau soft drinks”, afirma Mirela Ionescu, directorul de marketing al Pro Brands Distribution.

Brandurile super premium se bat pe clientii din cafenele

  • illy, Julius Meinl sau Lavazza sunt branduri cunoscute mai ales clientilor din cafenele, baruri si restaurante;
  • Nespresso, brandul super premium de cafea al elvetienilor de la Nestlé, este importat de catre o firma detinuta de actionarii distribuitorului Top Brands Distribution. Aceasta are un parteneriat cu divizia Nespresso Professional (espressoare de cafea);
  • Si Kraft Foods este activ pe segmentul super premium, cu cafeaua Carte Noir, distribuita in retail;
  • Segmentul super premium al cafelei este estimat de jucatorii din piata la peste 30-50 mil. euro.

 

Starbikes, „Starbucks”-ul saracilor din Indonezia


Bogatii merg la Starbucks, iar saracii la „Starbikes”. Pe strazile capitalei indoneziene Jakarta o adevarata armata de vanzatori pe bicicleta ofera doritorilor cafea si capuccino la preturi imbatabile. Un mic comert care ii ajuta sa scape de saracie.

Sute de indonezieni au recurs la aceasta activitate pentru ca le aduce un venit de aproximativ 80 de euro pe luna, o suma rezonabila pentru Indonezia. Este si „afacerea” lui Sambang, un tanar de 28 de ani care a parasit provincia natala unde traia intr-o saracie lucie pentru a veni in metropola cu 20 de milioane de locuitori in cautarea unui trai mai bun. Si capitala nu l-a dezamagit. Cu 150 de dolari, si aceia imprumutati, a devenit fericitul proprietar al unei „Starbike” – o bicicleta echipata cu un portbagaj unde troneaza doua termosuri imense.

Pentru 30 de dolari pe luna, un „agent” ii aduce apa fierbinte, pahare de unica folosinta si pliculete cu cafea instant. Si nu e de mirare ca are clienti, pentru ca un pahar costa doar 0,25 eurocenti, in timp ce o cafea la Starbucks sau Coffee Bean, in marile centre comerciale, se vinde cu cel putin 3 euro. Avand in vedere insa ca mai mult de jumatate din cele 240 de milioane de locuitori ai Indoneziei traiesc cu mai putin de 1,5 euro pe zi, e de inteles ca afacerea Starbikes prospera. „Bogatii merg la Starbucks. Noi, saracii, apelam la Starbikes. Nu e scump, e rapid si gustos”, spune un client. Multi recunosc insa ca le-ar placea sa bea o cafea intr-un mare centru comercial, servita intr-o ceasca chic, dar banii pe care i-ar da pe o singura cafea le ajung pentru a se hrani timp de o saptamana.

Trebuie sa citesti

Carrefour a iesit din Indonezia. Lantul de magazine a fost preluat de CT Corp

Salvatorii companiilor-gigant, de la Apple la Starbucks: fondatorii instrainati

Update: Doua cutremure de peste 8 grade langa coasta Indoneziei. Avertizare de tsunami pentru intreg Oceanul Indian

Cladirile de birouri de calitate, magnet pentru afacerile stradale

Starbucks se apuca de vandut alcool in cafenelele sale

Dar pentru ca „oamenii de afaceri” posesori de Starbikes sunt foarte multi, depinde de abilitatea fiecaruia de a castiga clienti. Sambang, fostul muncitor agricol pe care afacerea nu l-a dezamagit, are clienti fideli carora le-a dat numarul sau de telefon mobil si livreaza comenzi gratuit, acasa sau la birou.

 

Puterea somnului la locul de muncă


Vă simţiţi obosit/ă la locul de muncă? Consumaţi cafea, ceaiuri şi băuturi energizate să scăpaţi de starea de oboseală. Ei bine, s-ar putea să aveţi nevoie de un pui de somn.

Oamenii de ştiinţă susţin că există patru stadii ale somnului. Primele două durează între 10 şi 30 de minute. Se pare că un somn de numai 10 minute nu ajută foarte mult, şi efectul lui este aproape inexistent. Însă un somn de 30 de minute ajută foarte mult, atâta vreme cât nu intrăm într-un somn profund. Somnul de 30 de minute, aşa cum ne-o arată şi clipul de mai jos, ne ajută să ne creştem productivitatea, funcţiile cognitive, memoria şi creativitatea. Dacă dormim peste 30 de minute trecem la somnul profund, din care ne revenim mai greu. Acesta este şi motivul pentru care mulţi oameni consideră că puiul de som nu le este benefic, însă problema este că dorm prea mult.

 

Cafeaua arabica din soiuri salbatice, pe cale de disparitie


Soiurile salbatice de cafea ar putea disparea in urmatorii 70 de ani din cauza schimbarilor climatice, ceea ce ar duce la cresterea preturilor cafelei, dar si la o calitate mai slaba a acesteia, avertizeaza un studiu, potrivit nationalgeographic.com, reluat de yahoo news .

Cercetarea, realizata de Gradinile Botanice Regale din Kew, Londra, arata cel mai consumat soi de cafea din lume, cafeaua arabica, ar putea disparea din salbaticie pana in 2080. Studiul se refera doar la soiurile salbatice de cafea, nu si la plantele crescute industrial.

Insa pierderea soiurilor salbatice ar lasa culturile de cafea mult mai vulnerabile in fata daunatorilor, ceea ce ar duce la scaderea calitatii si la preturi mai mari. In trecut, de fiecare daca cand producatorii de cafea arabica au avut probleme cu parazitii sau cu boli ale plantelor, ei au apelat la speciile salbatice, folosindu-se de diversitatea genetica pentru a rezolva problemele, a explicat Aaron Davis, conducatorul echipei de cercetatori care a realizat studiul.

Cele doua soiuri principale cultivate in lume sunt cafeaua arabica (obtinuta din planta Coffea arabica) si cafeaua robusta (din planta Coffea canephora). In salbaticie exista alte 125 de specii de plante de cafea, a explicat Davis. „Printre toate aceste specii salbatice, cu siguranta exista gene folositoare”, mai spune el.

Cafeaua arabica reprezinta aproximativ 70% din productia globala de cafea. Insa cea mai mare parte a culturilor industriale de cafea provine din cateva plante luate din Etiopia in secolele XVII-XVIII, diversitatea genetica a plantelor „domesticite” fiind redusa.

Studiul aparut in jurnalul „PLOS ONE” s-a concentrat pe Etiopia – cel mai mare producator de cafea din Africa, si pe Sudan. Concluziile la care au ajuns cercetatorii sunt ingrijoratoare. Potrivit celui mai optimist dintre scenarii, doua treimi din habitatele plantelor salbatice (zone din apropiere padurilor umede tropicale) ar disparea pana in 2080, iar in cel mai rau caz ele ar disparea in procent de 100%.

In Etiopia, al treilea cel mai mare producator de cafea arabica din lume, temperatura medie anuala a crescut cu 1,3 grade Celsius din 1960. Studii anterioare au demonstrat ca atat soiurile salbatice de cafea, cat si cele cultivate, sunt vulnerabile chiar si in fata unor schimbari mici de temperatura.

Cercetarea a identificat cateva locuri unde plantele salbatice de cafea ar putea supravietui pana in 2080, recomandand conservarea lor. Specialistii au recomandat si realizarea unor stocuri de seminte de cafea din speciile cele mai periclitate. La nivel mondial, in fiecare zi se consuma 1,6 miliarde de cesti de cafea.

 

Boost coffee farmers or face shortages-Mondelez


Source: Reuters // Reuters

* Pledge for all European coffee to be “sustainable” by 2015

* Coffee demand rising but long-term supply threatened

* Need to improve farmers’ skills not just income

* Certification faces challenges as sustainability goes mainstream

By Emma Thomasson

ZURICH, Nov 15 (Reuters) – The coffee industry risks running short of beans in coming years if it does not promote more sustainable farming methods, according to the global head of coffee at Mondelez International Inc, the company carved out of Kraft Foods Inc last month.

“If we talk about total coffee availability, in 10-15 years we will have an issue of total supply,” Hubert Weber, Mondelez president of global coffee, told Reuters in an interview at the firm’s European headquarters in Zurich.

Mondelez, which owns many of Europe’s top coffee brands including Jacobs, Carte Noire and Kenco as well as labels like Cadbury’s chocolate, Trident gum and Oreo biscuits, was split off last month from Kraft’s North American grocery business.

The buyer of 6 percent of total world coffee production, Mondelez has pledged to source all of its European coffee from “sustainable” farms by 2015, up from about 40 percent now. Weber said Mondelez was already targeting 65 percent for 2013.

“We can only make a change if one of the big guys makes a commitment,” Weber said, adding Mondelez decided on the pledge due to a surplus of sustainably-farmed coffee two years ago.

“We want to make sure there is sufficient coffee supply of a certain quality in the long term.”

Weber said Mondelez had started the initiative for its European coffee products as consumers on the continent were more demanding on sustainability but said it ultimately wanted to extend the plan to its other regions.

Weber said worldwide coffee consumption was rising by 2-3 percent a year and that long-term supply was threatened by environmentally-damaging farming methods as well as farmers switching to other crops or abandoning their land completely.

He cited the example of Colombia where coffee production is just a third what it used to be and said coffee producers like Peru and Vietnam were also threatened by similar trends.

TEACH FARMERS TO “FISH”

Before the revolution which has seen retailers sign up to initiatives like the Rainforest Alliance, multinationals were criticised for maximising profits at the expense of the environment and farmers. High coffee prices have eased farmers’ problems but they still make a tiny proportion of the industry’s profit compared to multinationals.

Weber said simple steps like better pruning, growing trees that shade coffee plants as well as other crops can boost farmers’ yields but were not being applied consistently.

“We want to make sure that farmers have the appropriate incentive to farm coffee and not shift into biofuel crops where they can make maybe more money faster,” he said.

“We do not want to give fish to the farmers. We want to teach them how to fish,” he said, adding that just increasing farmers’ incomes was not enough. “When the coffee price spiked one or two years ago, if you just pass on money, the farmers buy a new SUV or an additional bag of new fertiliser and dump it on the ground rather than doing something fundamental.”

Mondelez, whose biggest competitor in coffee is Nestle , announced last month it is investing $200 million in training programmes aimed at improving the livelihoods of 1 million farmers, seeking to boost productivity and make coffee farming an attractive profession for future generations.

Weber said the company is already the largest buyer of coffee certified by the non-profit group Rainforest Alliance but said certification faced a challenge to maintain credibility as the sustainability drive goes mainstream and consumers were bombarded by multiple claims on packaging.

“We have to evolve as an industry to get to closer standardisation and cooperation because … we’ve got to make sure that we have auditing mechanisms in place,” he said.

Ultimately, the need for such certification should dwindle as sustainable practices become more widely adopted, he said.

“In 10-15 years’ times when we have evolved the whole industry, there should not be the need for so much push. It should become natural and of course the role of labels should become less,” he said.

via CoffeeClub.

Peeking behind the veil of Starbucks’s $7 coffee – All We Can Eat – The Washington Post


By Tim Carman

The high price of coffee: A medium-sized cup of Costa Rica Finca Palmilera will cost you $7 at Starbucks in the Pacific Northwest. (Hanna Raskin/Seattle Weekly) The news that Starbucks introduced a $7 cup of coffee to select stores in the Pacific Northwest has generated the kind of buzz usually reserved for military sex scandals and Costco openings. It’s understandable, though: Power-hungry Washingtonians have always been fascinated by rare and expensive things that we cannot possess, and everyone, no matter where they live, has a hard time comprehending a medium-size cup of Joe that costs roughly the same as a 34-ounce container of Folgers at Wal-mart.

Which is why I called Joel Finkelstein, the owner and master roaster behind Qualia Coffee in Petworth. The guy knows his specialty coffees, right down to the Equatorial farms where they are grown.

Finkelstein tells All We Can Eat that the Geisha heritage varietal, the bean responsible for Starbucks’s pricey Costa Rica Finca Palmilera coffee, can trace its roots back to Ethi­o­pia, often considered the birthplace of coffee. Many decades ago, the Geisha tree was brought to Panama, where it had been one of several varietals quietly cultivated at Hacienda la Esmeralda. Sometime in the early 2000s, Finkelstein says, the Esmeralda farmer apparently realized these beans were a rare and delicate thing.

The Geisha coffee craze started not long afterward.

Since about 2004, Geisha beans have fetched increasingly higher prices at auction, reaching $170 a pound in 2010, according to this New York Times report. But the prices have dropped sharply in recent years, in part because la Esmeralda started selling Geisha seeds to farmers throughout Central America, Finkelstein notes.

“They’re growing Geisha varietal coffee trees all up and down Central America,” Finkelstein says. “It’s still fairly new, because it’s only been recently introduced to these countries.”

A Starbucks spokesperson told Bloomberg that stores are selling the Geisha beans for $40 per half-pound, which seems a fair price. Both Finkelstein and the Times note that Geisha lots, generally speaking, now sell in the $40-per-pound range, though some have been as low as $29 a pound. That’s significantly more expensive than the $4 per pound that Finkelstein pays on average for his green coffee beans. (His average price per cup at Qualia is $2.50.)

Regardless, as Finkelstein says, “The [Geisha] price is not based on the quality of the beans.” It’s based on the scarcity of the supply.

Finkelstein says he sampled Geisha coffee years ago, but found that the flavors “were not extraordinary.” He remembers distinct floral notes and the flavor of chocolate.

The Qualia roaster has doubts that Starbucks will have the capacity or time to treat the Geisha beans right. The coffee giant tends to roast in large batches that value volume over quality, Finkelstein says. Plus, he suspects those expensive beans will not be at their prime once they reach the 46 stores where they are currently available (even though the locations are all in the same geographic area and could ostensibly be roasted and quickly shipped to the shops).

“Their production chain is so long, it’s not going to be fresh,” he says.

Well, it seems that Starbucks can be more nimble when it wants to be. The Geisha beans, purchased from La Candelia Estates in Costa Rica, are “small batch roasted” right “in our back yard,” says Starbucks spokeswoman Alisa Martinez.

“This is such an exquisite coffee, you want to do it justice,” Martinez adds. “We determined that the best way to roast this coffee was to use a lighter roast” than the typical dark-roasted coffees at Starbucks.

Martinez is not sure how fast the beans, once roasted, make it to stores, but she thought they were “delivered pretty quickly.” One thing is for certain, though: Starbucks does not have enough of the Geisha beans to satisfy coffee drinkers coast to coast. The company has only 3,800 pounds of the green beans, which is the total amount harvested at La Candelia, Martinez says.

“Once it’s gone, it’s gone,” she adds. Starbucks does hope to find other farmers who can sell the chain more Geisha beans.

To get a better sense of how the Starbucks’s Costa Rica Finca Palmilera tastes, I reached out to Hanna Raskin, the award-winning food writer and critic for the Seattle Weekly. She promptly informed me that she’s not a coffee drinker, but quickly offered up colleagues at her paper to sample the java for All We Can Eat.

“According to our managing editor and editorial assistant, both veteran coffee drinkers, ‘it’s good,’” Raskin e-mails. “They felt it was mellow and detected a few chocolaty notes. As I said, I’m no coffee drinker, but I picked up almond on the nose.

“The coffee experts agreed the coffee was reminiscent of a Stumptown roast, saying it was sour where most coffees are bitter. Neither of them wanted to pay $7 for it (although, being Seattle, they wondered whether the price was inflated because the farmers were being paid more fairly),” Raskin added. “They’re both satisfied with standard Starbucks coffee.”

via The Washington Post.