Market-trends-Ethiopian-Coffee

Report
FDRE
Ministry of Agriculture
AGP-AMDe
INTERNATIONAL CONSUMER
MARKET TRENDS
Daniel Humphries, AGP / CQI
February 21, 2013
FDRE
Ministry of Agriculture
Coffee Export Performance:
Volume versus Specialty Buyers
FDRE
Ministry of Agriculture
Largest Volume Buyers (2011/12)
RANK
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
BUYER
VOLCAFE LTD.
TALOCA AG
AL KHAIR TRADING OFFICE CO LTD
BERNAHARD ROTHFOS GMBH
ALMUSTANEER TADING EST
SUCAFINA SA PLACE
COFEY HANDELS
GEBR WESTHOFF GEBR
SCHLUTER SA
TABOCCA B.V.PRINS
MAISON P.JOBIN
CONSTANTIA TRADING
MARUBENI EUROPE
ILLY CAFFE SPA
LUCK HOME HOUSE HOLD AT LLC
TOUTON S.A.
LOUIS DERYFUSS COMM.
ECOM AGROINDUSTIRAL CORP.
SALEM BIN MAHFOOZ EST.FOR
SALEM ABAULKADER BAJUBATER SONS CO
HAMBURG COFFEE COMPANY
ROYAL COFFEE INC
INTERAMERICAN GMBH
KEIF AL WATAN COMPANY
PRINCE MS FOOD EUROPE BOOMPJES
VOLUME (TONS)
22,163.3
14,572.8
6,138.0
6,242.4
5,508.0
5,716.8
4,608.0
4,227.0
2,669.8
2,271.6
3,380.3
2,935.2
3,600.0
2,317.2
4,379.8
3,370.8
3,804.0
2,793.0
2,430.0
2,610.0
2,634.6
1,612.2
1,531.9
1,998.0
1,744.8
AV. PRICE ($ / LBS)
2.21
2.04
2.70
2.18
2.36
1.96
1.89
2.03
2.85
3.16
2.09
2.41
1.89
2.88
1.52
1.96
1.70
2.13
2.38
2.14
1.95
3.10
3.04
2.26
2.57
FDRE
Ministry of Agriculture
Highest Average Prices Paid (2011/12)
RANK
204
203
124
188
93
192
74
84
112
145
127
153
101
201
206
125
150
198
103
199
116
69
55
128
BUYER
HAKSAN CO.LTD 973-1 U-DAN RI,
NINETY PLUS COFFEE,LLC
GREEN BEAN KOREA INC MAPO-GU
HA BENNETT & SONS PTY LTD 2/2
WATARU AND CO.,
TRIBECA COFFEE CINMARK ONE (PTY)
COOPERATIVE COFFEE INC
CAFE IMPORTS
R G C COFFEE .INC 1330GREENE AVENUE
EL PUENTE GMBH
OXFAM FAIRTRADE
HAKSAN CO.LTD
GEPA GESELLSCHAFT
YOUR DEKALB FARMERS MARKET
DWP EG HINZISTOBLER STR. 10 88212
FRANCE ALTER
EQUAL EXCHANGE
MECCA ESPRESSO
CONSORZIO CTM
ZEPHYR GREEN COFFEE
A.POORTMAN(LONDON) LTD
A.VAN WEELY B.V
TRADE AID IMPORTER
SUSTAINABLE HARVEST INC.
VOLUME (TONS)
15.0
15.4
54.0
19.2
111.1
19.2
180.0
147.2
72.0
36.0
54.0
33.0
96.0
18.0
17.0
57.6
36.0
19.2
96.0
19.2
72.0
230.4
378.0
56.4
AV. PRICE ($ / LBS)
4.31
4.23
4.04
4.01
4.01
3.91
3.84
3.83
3.78
3.78
3.77
3.75
3.75
3.73
3.71
3.71
3.61
3.61
3.61
3.61
3.60
3.59
3.55
3.54
FDRE
Ministry of Agriculture
Lowest Average Prices Paid (2011/12)
RANK
200
28
114
65
68
144
70
107
208
202
196
193
104
54
111
67
17
117
56
48
87
148
100
15
73
135
BUYER
PERSNAM CORPORATION
AL NAMLAH AND CO. LTD
GEBREMESKEL T/MARIAM
WEBCOR SA
HUSSIN ATAH HUSSIN
SHAREKAT AZHAR ALAQSA
RAJAB HANIEH & SON'S CO.
PIASSA GENERAL TRADING L.L.C
OMER SALEM BAOBED AND CO
CINSTANTIA TRADING SA RUE AUGUSTE
SUCAFINE SA
OMER MOHAMMED TAIFUR SUDAN
THE NATIONAL COMMERCIAL BANK A/C OF
OLAM INTERNATINAL LIMITED
EAST AFRICA STAR GENERAL
AL HUSSIEN TRADING
LOUIS DERYFUSS COMM.
CENTERSNAB LTD.
COED COFFEE INTERATIONAL
ALTAWAFUQ ALSAMEL EST
ALHUSSEIN TRADING EAST
NAJIMAT AL SELAM
MERCON COFFEE CORPORATION
LUCK HOME HOUSE HOLD AT LLC
BRIGHT WORLD PETROLEUM
MAGZOOP ABDALLA
VOLUME (TONS) AV. PRICE ($ / LBS)
36.0
1,953.4
139.5
485.3
453.5
76.8
441.6
169.9
33.0
36.0
38.4
40.0
180.0
753.0
164.5
497.3
3,804.0
153.6
780.0
937.8
305.7
82.7
230.4
4,379.8
491.0
119.9
1.88
1.88
1.88
1.87
1.86
1.86
1.84
1.84
1.84
1.83
1.82
1.82
1.80
1.79
1.79
1.73
1.70
1.66
1.66
1.65
1.62
1.62
1.58
1.52
1.47
1.44
FDRE
Ministry of Agriculture
Coffee Consumption in the USA
Past day penetration of total coffee was reported at 58% in 2011 and 64% in
2012.
Gourmet coffee past day penetration has shifted from 25% in 2011 to 32% in
2012.
Both shifts are driven by:
· Including a representative sample of Hispanic Americans in the 2012 research.
· Adding café con leche as an additional coffee type. A significant portion of
café con leche was classified by respondents as gourmet.)
FDRE
Ministry of Agriculture
Daily Penetration of Coffee by Type
NOTE: NCDT 2012 includes a
representative sample of Hispanic
Americans and African Americans.
Comparisons to previous years
are directional only.
64
58
56
PERCENT DRINKING
56
54
51
3839
35
32
Combined to Create
Gourmet Coffee
Beverages
2425
8
67
88
14
11
7
22
1817
2010
9
2011
2012
Total Coffee
Traditional
Coffee - Total
Traditional
Instant
Decaf
Gourmet Coffee Espresso-Based
Coffee - Not
Beverages (Net) Beverages
Gourmet
Base: Total sample aged 18+ (n=2,740, 2010, n=2,663, 2011, n=2,955, 2012)
What did you drink yesterday during each of the following times? This may include any beverage that you drank at
home or outside your home and may have come in a cup, can or bottle.
Traditional
Coffee Gourmet
FDRE
Ministry of Agriculture
Coffee Consumption in the USA: Gourmet
vs. Non-Gourmet
Gourmet coffee includes all espresso-based coffee and any traditional coffee the
consumer considers to be gourmet coffee, which is defined as “brewed from
premium whole bean or ground varieties”.
As such, there is a strong element of consumer perception in this measure.
Gourmet coffee accounted for nearly half (46%) of all cups of coffee consumed in
2012.
FDRE
Ministry of Agriculture
Share of Cups – Gourmet vs. Non-Gourmet
SHARE OF COFFEE CONSUMED YESTERDAY
2010
2011
2012
40
37
60
Gourmet
63
46
NOTE: NCDT 2012 includes a
representative sample of Hispanic
Americans and African Americans.
Comparisons to previous years
are directional only.
Not Gourmet
54
Base: Past-Day Coffee Drinkers Age 18+ (n=1523, 2010, n=1,555, 2011, n=1,814, 2012)
Was the [COFFEE/COFFEE BEVERAGE] gourmet coffee - that is, brewed from premium whole bean or ground
varieties?
FDRE
Ministry of Agriculture
Coffee Consumption in the USA: Gourmet
Consumption
Penetration of traditional coffee – gourmet and espresso-based coffee
are both strong in 2012.
What did you drink yesterday during each of the following times? This may include
any beverage that you drank at home or outside your home and may have come in
a cup, can or bottle.
Now we’d like to ask you about some specific types of coffee beverages you may
have consumed in the PAST WEEK. Please keep in mind that these may be coffee
beverages that you drank at home or bought outside your home and may have
come in a cup, can or bottle. In the past week, have you, yourself, drunk...
FDRE
Ministry of Agriculture
Weekly Penetration of Coffee by Gourmet Sub-types
NOTE: NCDT 2012 includes a
representative sample of Hispanic
Americans and African Americans.
Comparisons to previous years
are directional only.
PERCENT DRINKING
44
39
36
31
26
25
22
18
13
11
Gourmet
Coffee
Beverages
(Net)
Espresso-Based Cappuccino
2010
2221
11 12 10 13
9
9
Latte
Cafe Mocha
2011
13
13
87
Espresso
2012
99
344
Macchiato
Traditional
Coffee Gourmet
Frozen Blended
Coffee
Base: Total sample aged 18+ (n=2740, 2010, n=2,663, 2011, n=2,955, 2012)
What did you drink yesterday during each of the following times? This may include any beverage that you drank at home or outside your home and
may have come in a cup, can or bottle.
Now we’d like to ask you about some specific types of coffee beverages you may have consumed in the PAST WEEK. Please keep in mind that these
may be coffee beverages that you drank at home or bought outside your home and may have come in a cup, can or bottle. In the past week, have
you, yourself, drunk...
Significantly higher / lower vs. previous year
FDRE
Ministry of Agriculture
Consumer Perception
PERCENT WHO STRONGLY OR SOMEWHAT ASSOCIATE THE COUNTRY WITH
PRODUCING COFFEE
Less than 25% of the respondents recognize Ethiopia as a
coffee producing country. This is significantly lower than
Colombia (85%), Brazil (70%), Costa Rica (59%), Kenya (30%).
FDRE
Ministry of Agriculture
Countries Associated with Producing Coffee
PERCENT WHO STRONGLY OR SOMEWHAT ASSOCIATE THE COUNTRY WITH PRODUCING COFFEE
Vietnam
Ethiopia
Indonesia Sumatra
Kenya
Nicaragua
Mexico
Guatemala
Hawaiian Kona
Costa Rica
Brazil
Colombia
N/A
14
11
12
26
26
24
23
33
34
30
30
37
36
3032
40
41
37
34
4447
45
44
4850
4145
NOTE: NCDT 2012 includes a representative
sample of Hispanic Americans and African
Americans. Comparisons to previous years are
directional only.
62
63
58
51
6466
5962
2008
2009
2010
2012
80
79
70 77
91
90
85 91
FDRE
Ministry of Agriculture
Consumer Perception: Quality
PERCENT WHO STRONGLY OR SOMEWHAT ASSOCIATE THE COUNTRY WITH
PRODUCING QUALITY COFFEE
Ethiopia trails behind coffee producing origins like Colombia,
Hawaii, Brazil, Costa Rica, Indonesia Sumatra and Kenya.
FDRE
Ministry of Agriculture
Quality Associations with Coffee Producing Countries
Vietnam
n=355
Mexico
n=1335
Nicaragua
n=977
Guatemala
N=1188
Ethiopia
n=665
Kenya
n=825
Indonesia Sumatra
n=824
Costa Rica
n=1679
Brazil
n=2010
Hawaiian Kona
n=1406
Colombia
n=2416
N/A
NOTE: NCDT 2012 includes a
representative sample of Hispanic
Americans and African Americans.
Comparisons to previous years are
directional only.
74
78
79
78
77
83
80
82
85
83
85
85
84
84
87
89
86
89
90
89
90
90
91
96
95
95
96
97
95
98
98
97
2008
2010
2012
FDRE
Ministry of Agriculture
Exports Markets: Europe
FDRE
Ministry of Agriculture
EU green coffee imports from top-10 African origins 2011 (bags and %)
OTHERS, 375,970, 6%
GUINEA, 145,243, 2%
RWANDA, 162,780, 2%
BURUNDI, 185,767, 3%
COTE D'IVOIRE, 343,612,
5%
UGANDA, 1,839,303,
27%
KENYA, 461,338, 7%
CAMEROON, 477,837,
7%
TANZANIA, 486,368, 7%
TOGO, 529,823, 8%
ETHIOPIA, 1,746,985,
26%
Source:EU statistical office Eurostat
FDRE
Ministry of Agriculture
Exports Markets: Japan
FDRE
Ministry of Agriculture
Source: FEBRUARY 2013 CAFÉ BACH & WATARU
FDRE
Ministry of Agriculture
Closing Remarks – Strengthening The Legacy of Ethiopian Coffee
Among consumers, the awareness of Ethiopian coffees is very low. Mainstream media generally
ignore the existence of Ethiopian coffee. During the past four years, business media (Bloomberg,
WSJ etc.) have mostly focused on the perils of the ECX and channeled the complaints of specialty
buyers.
We rarely read anything positive about Ethiopian coffee.
The image of Ethiopia as a supplier of “Fine Coffee” starts with the consumer.
The successes of Colombian coffee and Napa Valley wine have proven that a Public Relations (PR)
campaign, pointed at the consumer, can have a tremendous positive impact on export revenues.
A PR campaign must establish Ethiopian Coffee as one of the finest in the world. The campaign
needs to continue telling the story about Ethiopian coffee in new and different ways that appeal
to the media. Newsworthy events must be planned with industry channel partners, supporting
Ethiopia’s image as birthplace of coffee and as THE most diverse coffee producing country on this
planet.
(Think of the diversity of the ‘terroir’ that creates the distinct characteristics of Yirgacheffe, Sidama
and Harar coffee, think of the unique cultures in and around these regions, think of the abundance of
flavors….)
FDRE
Ministry of Agriculture
AGP-AMDe
INTERNATIONAL CONSUMER
MARKET TRENDS
Daniel Humphries, AGP / CQI
February 21, 2013

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