Which Nations gain Market Share on the Roasted Coffee World Export? Why? What the market is looking for regarding the roasted coffee?

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Roasted Coffee
World Trade
(1994-2014)
Part II: Analysis by Nations
by Maurizio Giuli

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In this analysis we’ll look at the trade export
evolution of the main nation exporters

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8. Which is the market share of the top 5 and
the top 10 Nations Exporters

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8. Value Market Share of the Top 5 and Top 10
Nation exporters of Roasted Coffee
Source Data: Comtrade
Year
1995
Year
2014

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Trade of Roasted Coffee: Highlights
In the period 1995-2014 the Top 10 Nation Exporters of Rosted Coffee increased
their market share from 62% up to 84%.
In the same period the Top 5 Nation Exporters increased their market share from
59% (in 1995) up to 68% (in 2014)
The top 5 Nation Exporters represent 2/3 of the Roasted Coffee Trade WorldWide

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9. Who are the main Nation exporters of
Roasted Coffee

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9. Value Export of Roasted Coffee of the main
exporters
Source Data: Comtrade

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Trade of Roasted Coffee: Highlights
All main exporters showed a positive trend during all the period of time
Italy and Germany were the main exporters of Roasted Coffee worldwide in terms of
value before 2010.
Switzerland in 2006 started a big ascent to become in few years the first exporter

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10. How is the situation in terms of Volume of
Roasted Coffee?

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10. Volume Export of Roasted Coffee of the
main exporters
Source Data: Comtrade

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Trade of Roasted Coffee: Highlights
In terms of volume the picture is a bit different: Germany is the main exporter
followed by Italy. Switzerland has the 5th position (behind US and Netherland)
From the comparison of Chart 9 and Chart 10 it is clear that the great performance
showed by Switzerland in the last 8 years is related mostly to the high value of coffee
exported

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11. Which Nations are taking/loosing ground
in Market Share by Volume?

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11. Market Share by Volume of Roasted
Coffee Export

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Trade of Roasted Coffee: Highlights
Germany is loosing ground in terms of Volume (-15% market share in 20 years)
Switzerland is gaining market share (+4% in 20 years)
US is loosing ground after its pick on 1998 (-5%)

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12. What about in terms of Market Share by
Value?

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12. Market Share by Value of Roasted Coffee
Export

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Trade of Roasted Coffee: Highlights
The dynamic of Nations does not change so much, except for the scale of the
variation:
- Germany lost almost 21% of market share
- Italy shows a U trend with a pick on 2004 (25%) and a down-trend in the following
years (-10%)
- US shows a similar evolution of Italy: increase in the first years (1998 with 14%)
and a decrease after 2001 (-7%)
- Netherland kept the position
- France increased a little by 4%
- Switzerland confirms its good performance especially after 2006 when it gained
17% Market Share

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13. Is the market Price Sensitive?

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13. Average export price of roasted coffee

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Trade of Roasted Coffee: Highlights
A very interesting case is the Italian case
Italy took market share when the Italian coffee were considered higher quality
compare to the coffee exported by other countries.
Italy started to loose market share when other Nations (Switzerland) started to
export coffee with higher value

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… so!

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Conclusions
1. The market is price sensitive but in the
opposite direction:
Nations with higher unit value are taking market share
(also in terms of volume) over the nations with a lower value

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2. The growth of the Roasted Coffee Trade
Export is driven by two factors:
A. Quality
B. Innovation (Ex.: Capsule market)
Conclusions

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3. The explosion of the Roasted Coffee Trade
Export has been fostered in the Away from
home market by the globalization of the
espresso coffee culture (with its Milk based beverages) with
its coffee shops, which became the new
life-style for the young generations
Conclusions

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4. The explosion of the Roasted Coffee Trade
Export has been fostered in the Home
market by the penetration of the Capsule
which born around the espresso coffee
concept
Conclusions

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5. The widespread at a global scale of the
espresso coffee culture created the condition
for the big jump of the Roasted Coffee World
Trade
Conclusions

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Thank you
@Maurizio Giuli
@giulimaurizio
@Giuli Maurizio
@Giuli Maurizio