Market Trend and Market Growth Analysis of the Coffee Industry in Philippines

ABOUT THIS REPORT

This Euromonitor market report provides market trend and market growth analysis of the Coffee industry in Philippines. With this market report, you'll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and projections.

The Coffee in Philippines market research report includes:

* Analysis of key supply-side and demand trends

* Detailed segmentation of international and local products

* Historic volumes and values, company and brand market shares

* Five year forecasts of market trends and market growth

* Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

* What is the market size of Coffee in Philippines?

* What are the major brands in Philippines?

* How significant is vending in coffee distribution?

* How does the increasing nuber of speciality coffee shops impact retail sales of coffee?

* What are the future prospects for instant 2-in-1 coffee, 3-in-1 coffee and 4-in-1 coffee?

* How are coffee pods performing in Philippines?

Why buy this report?

* Gain competitive intelligence about market leaders

* Track key industry trends, opportunities and threats

* Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Hot Drinks market research database.

Each report is delivered with the following components:

Report: PDF and Word

Market statistics: Excel workbook

SAMPLE ANALYSIS

TRENDS

* In 2009, demand for coffee was buoyed by the increased popularity of products focusing on convenience, as the lifestyles of Filipino consumers are evolving to become busier and more time-pressed. The availability of instant coffee mixes in both high- and low-priced brands made these types of products more accessible to every market segment. Coffee mixes offer more a more convenient preparation and consistent taste than regular coffee products, which necessitate the addition of sugar and milk, cream or coffee whitener. The growth in coffee mixes in the Philippines is further fuelled by young professionals. This segment continues to grow due to the strong performance of business process outsourcing. The efforts of manufacturers in introducing new flavours in coffee mixes with a focus on product enhancements focusing on health benefits has further improved the position of these types of products.

COMPETITIVE LANDSCAPE

* Nestlé Philippines Inc remained the undisputed leader in coffee over the entire review period. In 2009, Nestlé constituted 82% of off-trade volume sales and 87% of off-trade value sales. The dominance of Nestlé Philippines Inc in coffee can be attributed to its long-standing presence in the country which has made its Nescafé brand a household name to the extent that it is virtually synonymous with coffee in the Philippines. The brand has a wide portfolio of extensions which showcase the company's commitment to innovation in order to suit emerging consumer lifestyles. For instance, the company has spearheaded the campaign towards dispelling the common misconception that coffee is unhealthy through its intense marketing efforts which feature high profile celebrities. Being one of the largest food and beverage companies in the country, Nestlé Philippines Inc also benefits from its wide network of distributors which are located throughout the country.

PROSPECTS

* During the forecast period, growth in coffee is expected to be stimulated by younger Filipinos who are more adventurous and more willing to embrace the new varieties on offer. Thus, the popularity of instant coffee mixes will expand, due to the sustained efforts of manufacturers in developing new flavours infused with health-giving nutrients. The availability of lower-priced coffee machines at Ps20,000 per unit, which compares favourably with the previous Ps50,000 per unit, coupled with the increased availability of fresh coffee in mainstream distribution channels such as supermarkets/hypermarkets, is projected to lead to enhanced growth for these products. However, fresh coffee consumption in the Philippines will remain restricted due to the limited size of the upscale niche markets of consumers who are more concerned with the quality than the price of their coffee.

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