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FDRE Ministry of Agriculture AGP-AMDe INTERNATIONAL CONSUMER MARKET TRENDS Daniel Humphries, AGP / CQI February 21, 2013.

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Presentation on theme: "FDRE Ministry of Agriculture AGP-AMDe INTERNATIONAL CONSUMER MARKET TRENDS Daniel Humphries, AGP / CQI February 21, 2013."— Presentation transcript:

1 FDRE Ministry of Agriculture AGP-AMDe INTERNATIONAL CONSUMER MARKET TRENDS Daniel Humphries, AGP / CQI February 21, 2013

2 FDRE Ministry of Agriculture Coffee Export Performance: Volume versus Specialty Buyers

3 FDRE Ministry of Agriculture Largest Volume Buyers (2011/12) RANKBUYER VOLUME (TONS)AV. PRICE ($ / LBS) 1VOLCAFE LTD. 22, TALOCA AG 14, AL KHAIR TRADING OFFICE CO LTD 6, BERNAHARD ROTHFOS GMBH 6, ALMUSTANEER TADING EST 5, SUCAFINA SA PLACE 5, COFEY HANDELS 4, GEBR WESTHOFF GEBR 4, SCHLUTER SA 2, TABOCCA B.V.PRINS 2, MAISON P.JOBIN 3, CONSTANTIA TRADING 2, MARUBENI EUROPE 3, ILLY CAFFE SPA 2, LUCK HOME HOUSE HOLD AT LLC 4, TOUTON S.A. 3, LOUIS DERYFUSS COMM. 3, ECOM AGROINDUSTIRAL CORP. 2, SALEM BIN MAHFOOZ EST.FOR 2, SALEM ABAULKADER BAJUBATER SONS CO 2, HAMBURG COFFEE COMPANY 2, ROYAL COFFEE INC 1, INTERAMERICAN GMBH 1, KEIF AL WATAN COMPANY 1, PRINCE MS FOOD EUROPE BOOMPJES 1,

4 FDRE Ministry of Agriculture RANKBUYER VOLUME (TONS)AV. PRICE ($ / LBS) 204HAKSAN CO.LTD U-DAN RI, NINETY PLUS COFFEE,LLC GREEN BEAN KOREA INC MAPO-GU HA BENNETT & SONS PTY LTD 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 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 Highest Average Prices Paid (2011/12)

5 FDRE Ministry of Agriculture RANKBUYER VOLUME (TONS)AV. PRICE ($ / LBS) 200PERSNAM CORPORATION AL NAMLAH AND CO. LTD 1, 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. 3, CENTERSNAB LTD COED COFFEE INTERATIONAL ALTAWAFUQ ALSAMEL EST ALHUSSEIN TRADING EAST NAJIMAT AL SELAM MERCON COFFEE CORPORATION LUCK HOME HOUSE HOLD AT LLC 4, BRIGHT WORLD PETROLEUM MAGZOOP ABDALLA Lowest Average Prices Paid (2011/12 )

6 FDRE Ministry of Agriculture Coffee Consumption in the USA Past day penetration of total coffee was reported at 58% in 2011 and 64% in Gourmet coffee past day penetration has shifted from 25% in 2011 to 32% in 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.)

7 FDRE Ministry of Agriculture Daily Penetration of Coffee by Type Combined to Create Gourmet Coffee Beverages 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. NOTE: NCDT 2012 includes a representative sample of Hispanic Americans and African Americans. Comparisons to previous years are directional only.

8 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.

9 FDRE Ministry of Agriculture Share of Cups – Gourmet vs. Non-Gourmet 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? SHARE OF COFFEE CONSUMED YESTERDAY NOTE: NCDT 2012 includes a representative sample of Hispanic Americans and African Americans. Comparisons to previous years are directional only.

10 FDRE Ministry of Agriculture Coffee Consumption in the USA: Gourmet Consumption Penetration of traditional coffee – gourmet and espresso-based coffee are both strong in 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 wed 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...

11 FDRE Ministry of Agriculture 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 wed 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... Weekly Penetration of Coffee by Gourmet Sub-types Significantly higher / lower vs. previous year NOTE: NCDT 2012 includes a representative sample of Hispanic Americans and African Americans. Comparisons to previous years are directional only.

12 FDRE Ministry of Agriculture Consumer Perception 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%). PERCENT WHO STRONGLY OR SOMEWHAT ASSOCIATE THE COUNTRY WITH PRODUCING COFFEE

13 FDRE Ministry of Agriculture Countries Associated with Producing Coffee NOTE: NCDT 2012 includes a representative sample of Hispanic Americans and African Americans. Comparisons to previous years are directional only. N/A

14 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.

15 FDRE Ministry of Agriculture Quality Associations with Coffee Producing Countries % Based on total sample 18+ aware of each country 2008 (n=3042), 2010 (n~2740) And do you think that each of these countries produces coffee that is… n=355 n=1335 n=977 N=1188 n=665 n=825 n=824 n=1679 n=2010 n=1406 n=2416 NOTE: NCDT 2012 includes a representative sample of Hispanic Americans and African Americans. Comparisons to previous years are directional only. N/A

16 FDRE Ministry of Agriculture Exports Markets: Europe

17 FDRE Ministry of Agriculture EU green coffee imports from top-10 African origins 2011 (bags and %) Source:EU statistical office Eurostat

18 FDRE Ministry of Agriculture Exports Markets: Japan

19 FDRE Ministry of Agriculture Source: FEBRUARY 2013 CAFÉ BACH WATARU

20 FDRE Ministry of Agriculture 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 Ethiopias 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….) Closing Remarks – Strengthening The Legacy of Ethiopian Coffee

21 FDRE Ministry of Agriculture AGP-AMDe INTERNATIONAL CONSUMER MARKET TRENDS Daniel Humphries, AGP / CQI February 21, 2013


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