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Italian Coffee Sales Down In 2017, But Capsules Buck The Trend

Published on Mar 13 2018 8:00 AM in Supply Chain tagged: Coffee / Italy / Nespresso / Dolce Gusto / A Modo Mio

Italian Coffee Sales Down In 2017, But Capsules Buck The Trend

Roasted coffee sales in the Italian retail channel were worth €1.19 billion in 2017, down by 0.6% in value and by 4.3% in volume compared to the previous year, according to a study by IRI.

However, coffee capsules bucked the trend, growing by 16.8% in value to €282.2 million, and by 20% in volume, with prices over four times higher than the category average.

The growth of the capsule segment has progressively changed the roasted coffee category, with most of the players redefining their offers to sustain market performance. Private label brands have also expanded their ranges to include capsules, reaching a share of 12.9% in value (+1.5%).

As a result of falling demand for ground coffee, promotions have become the main ‘line of defence’ for the roasted coffee segment, representing 45.7% of total coffee sales, while only 14.7% of capsules are sold under promotional conditions.

Last year, about one million kilograms of capsules were sold in Italy's retail channel, reaching 25% of the total value of the coffee market and only 6% of the volumes.

However, the overall segment shows a slight decline in average price, due to the entry and growth of smaller producers and private label brands.

Retail Trends

In the retail channel, supermarkets saw the highest coffee sales, with €728.5 million (+0.1%), followed by hypermarkets with €199.7 million (-0.2%), independent small retailers with €160.6 million (-4.7%), and discounters with €100.5 million (+0.9%).

Looking at the capsule market, 35.4% of sales were for Lavazza's A Modo Mio system, followed by Dolce Gusto (26%), Nespresso (24.3%), and other systems (14.2%).

However, the Nespresso compatible products showed higher growth rates (+42.7%), compared to Dolce Gusto (+18.2%) and A Modo Mio (+4.2%).

Overall, roasted coffee accounted for 2.3% of total Food and Beverage sales in Italy's modern distribution channel in 2017.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine

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