Recently released market study: Coffee in Tunisia

In 2013, off-trade volume sales of coffee increased by 4%, just above the 3% CAGR for the review period 2008-2013. This is indicative of consumers continuing to brew coffee at home following the economic downturn. Meanwhile, on-trade volume sales of coffee grew slightly slower than in the previous year, increasing by 2%, which is both indicative of the popularity of at-home brewing and a sign of the maturity of the specialist coffee shops channel.

Competitive Landscape

In 2013, The JM Smucker Co was the leading company in coffee in off-trade volume terms, with a 25% share, accounting for 199,707 tonnes. However, 2013, also marked the second consecutive year of negative growth for the company, as off-trade volumes slipped by 2%. JM Smucker's main product is the economy-positioned Folgers brand. The brand grew in popularity during the recession as it was synonymous with value, increasing by 27% in off-trade volume terms from 2008 to 2010. However, the brand has struggled in the latter part of the review period, with off-trade volumes decreasing by 8% from 2011-2013, in part because of its inability to attract younger consumers. Fortunately, JM Smucker also benefits from its licensing agreements with Dunkin' Donuts, which increased by 57% in retail volume terms over the review period 2008-2013, indicative of the growing trend and consequent success of foodservice branded retail coffee.

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Industry Prospects

Off-trade volumes sales of coffee are projected to increase by 5% over the forecast period, to reach 835,059 tonnes by 2018. This represents a conservative forecast based on the maturity on the US coffee industry in addition to changes in the fresh ground coffee pods market, which has been the major driver of growth over the review period. As already evident in 2013, the expiration of Green Mountain's patents has enabled new players, including private label, regional roasters, and national brands to enter the market. This, combined with the perceived convenience of pods - in terms of preparation and brew time - will continue to increase off-trade volume sales of fresh ground coffee pods. However, this growth will continue to be offset by declines in other categories, due to a shift in the way people consume coffee, rather than demonstrably more consumers drinking coffee.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Coffee industry in USA with research from Euromonitor's team of in-country analysts.

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