Kraft Foods ranked first in the Germany coffee market in 2012 with a value share of around 20%. As a result of intense competition and the penetration of new products, the company has seen its share decline slightly since 2008, but continues to prevail over the other players in the category. Kraft Foods is also a strong player in the foodservice channel, supplying coffee to McCafé and McDonald's, which are highly popular among the young generation. The company's main competitors in standard fresh ground coffee are a group of domestic players, namely Tchibo, Melitta, Dallmayr and the discounter Aldi. In coffee pods, Kraft Foods' main competitor is Nestlé, which has a strong presence through its hard coffee pod systems Nespresso and Dolce Gusto.
Coffee total volume sales declined by less than 1% in 2012. This was a better performance than the 2% decline recorded in 2011. The decline in 2011 was a consequence of a peak in raw coffee prices. Value sales are more affected by rapidly changing unit prices than volume sales. As a consequence of the decline in raw coffee prices in 2012, value sales declined by 2% in the off-trade, which compared unfavourably to the 6% CAGR of the review period.
Condensed work flows along with relatively low unemployment are expected to maintain strong demand for coffee products that are quick and easy to prepare. This preference for convenience is also being fuelled by today's desire of Germans to engage in many activities in their spare time, although spare time is rare for the working population. This lifestyle is not expected to change over the forecast period despite the economic problems in the EuroZone. Thus, products which allow for quick consumption and are easy to prepare are expected to be the best performers over the forecast period. Convenient products like coffee pods and 2-in-1 instant coffee typically carry high unit prices, which is why coffee is anticipated a constant value CAGR of 3% over 2012-2107. In volume terms, however, a moderate CAGR decline of 1% is predicted.
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