Coffee in Costa Rica - New Market Report

As local residents continue to adopt fast-paced lifestyles they tend to spend less time at their homes, which in combination with the natural population decrease of older coffee consumers, continued to be reflected in the organic contraction seen in retail coffee volume sales in Costa Rica during 2015. In such a situation manufacturers continued to adopt different measures to incentivise coffee demand amongst younger and middle-aged local consumers, launching promotional campaigns based on emphasising the traditional coffee culture that has characterised the local economy since the 19th century, using higher quality claims and the natural energising properties of coffee to boost the population’s interest in relation to this beverage.

Competitive Landscape

The local players Cia Numar SA and Café Rey remained at the top of retail coffee sales in Costa Rica during 2015, holding 26% and 25% value shares respectively, benefiting from the popularity and broad availability of their mass-orientated brands Café 1820 and Café Rey. These manufacturers benefit from offering value-for-money products that target lower- and mid-income consumers at a national scale, making use of savings from economies of scale in both manufacturing and distribution to guarantee widespread shelf presence at both traditional and modern grocery outlets.

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Industry Prospects

As coffee consumption reaches higher levels of maturity in the country, the value proposals of the different players that participate within this category in Costa Rica will need to be reinvented at different levels, requiring additional segmentation criteria to suit the needs of lower- and higher-income consumers with more efficiency. Whilst coffee quality keeps consolidating as a key sales driver, a broader amount of mid-income consumers will become interested in the gourmet coffee offer, providing additional opportunities for developing new brand extensions capable of providing superior coffee quality at competitive unit prices. Local coffee producers that follow environmental and social practices along with geographical denomination certificates will increase in relevance, developing a deeper understanding of this beverage’s relevance within the local cultural dynamics.

Report Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Coffee industry in Costa Rica, our research will save you time and money while empowering you to make informed, profitable decisions.



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