全球戶外咖啡市場 - 成長，趨勢，Covid-19的影響，及預測 (2021∼2026 年)
Global Out-of-home Coffee Market - Growth, Trends, Covid-19 Impact, and Forecast(2022 - 2027)
The global out-of-home coffee market was valued at USD 22.27 billion in 2020, and it is projected to witness a CAGR of 3.92% during the forecast period, 2021-2026.
The coronavirus outbreak is the first and foremost human tragedy affecting hundreds of thousands of people worldwide. In addition, lockdown orders from 20 March 2020 closed all pubs, cafes, and restaurants almost across the globe. During this time, the entire industry more or less came to a complete halt. Some restaurants remained open for delivery and takeaway.
Since then, there have been modest signs of recovery, but the industry remains vulnerable. Recently announced social distancing measures to address the resurgence in COVID-19 infections seem largely focused on restricting the operation and use of pubs and cafes.
Therefore, the majority of coffee consumers are purchasing coffee via online delivery channels. A large number of consumers are ordering their coffee online, increasing the consumption of at-home coffee consumption, or are increasingly purchasing ready-to-drink coffee, which has made a sharp decline in out-of-home coffee consumption.
Market players seek to strengthen their roots in the market by incorporating coffee trends in their business operations, which include innovative coffee pods, functional coffee, premiumization, and marketing of key coffee brands, etc.
Companies around the world are focusing on the principles of zero waste and circular economy by launching fresh ground coffee pods in two flavors, namely 100% Arabica Ricco and 100% Arabica Aromatica, certified by the Rainforest Alliance.
Increasing global exposure, western culture, and penetration of established coffee brands are anticipated to be the key factors driving the growth of coffee chain expansion, especially in the Asia-Pacific region. In the recent past, coffee shops have witnessed tremendous growth as outlets are gaining popularity as being hangout zones for friends, family, colleagues, and business associates, among others. The increased acceptance of coffee is being attributed to the emergence of premium stores from companies, such as Coffee Day Enterprises Ltd, Starbucks Corporation, and Barista Coffee Co. Ltd, among others, thereby fuelling the market growth. Moreover, these outlets have ushered in an experiential element to coffee drinking by creating an ambiance that's attractive and relaxing. Additionally, changing work patterns of business executives are also driving demand for such coffee shops/cafes, as these outlets offer services, such as free Wi-Fi, entertainment zones, etc. Furthermore, as the European region sees significant popularity of the coffee-drinking culture, especially among urban residents, this is, in turn, strengthening the average growth rate of cafes/bars in terms of value sales and transactions.
For instance, in 2016, Tchibo, a German coffee supplier and retailer, acquired Glasgow, a Scottish roasting company, in order to penetrate the UK market.
Europe represents the largest area in terms of coffee consumption away from home, followed by North America and Asia. France is the third-largest coffee-consuming country in Europe, after Germany and Italy. According to a survey conducted by the Institute for Scientific Information on Coffee (ISIC), 68% of the respondents stated that they often consumed coffee while working. This trend is leading to a huge demand for coffee in European countries, like Germany, Italy, Spain, the United Kingdom, and others, as consumers are becoming increasingly conscious about the quality of their coffee. The French per capita coffee consumption is close to the European average of 5.41 kg per year and exhibited a strong preference for blends containing a high proportion of Robusta beans. The growing working population (15-64), which was reported at 61.8% in 2019 (World Bank), and the evolving cafe culture, along with the traditional cafes, are helping the market growth. The country has seen a rapid rise in specialty coffee shops in recent years, with shops like Ten Belles, Hollybelly, and Telescope bringing different flavors and types of coffees to consumers, paving the way for fresher innovative/customized blends in the market.
The global out-of-home coffee market is highly competitive. The market is dominated by players like Nestle, JM Smucker Company, JAB Holding Company, The Kraft Heinz Company, and Starbucks. There is a significant increase in the demand for gourmet coffee, primarily due to the growth of specialty coffee chains in the country. There has been a huge shift toward gourmet coffee in countries like the United States. Major coffee companies are tapping into the gourmet coffee segment in order to expand their product offerings in the market. For instance, in 2017, Nestle acquired a majority stake in Blue Bottle Coffee- a specialty coffee chain. Various players are entering the market to tap the untapped potential of the instant and specialty coffee segment. An advanced distribution network gives the manufacturers an upper edge to expand their range of products across the world. Private-label brands such as Tchibo GmbH focus on increasing their market share in the coffee market, both on global and domestic sales. Moreover, the aforementioned company engages the consumers with its innovation and expansion strategies, thereby maintaining its competitive strand among the top players. For instance:
In 2016, Tchibo acquired Matthew Algie, an independent coffee roaster in the United Kingdom. The acquisition is expected to expand the Tchibo coffee service business in the United Kingdom and Ireland.