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Analysing the Changes in Coffee Prices

By admin

Brand View Insights reviews price and promotional trends taking place in different categories. This report provides a closer look at changes across the Coffee sector.

Market Trends and Coffee Prices

Brand View data shows that Coffee prices have been on the rise over recent months – with an increase by a much greater rate than that of other categories (including those of other Ambient categories).

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These base price increases have been driven by a large number of different brands – including Mellow Birds, which has shown an overall price increase of up to 31% from the previous year.

Brands such as Nescafe, Douwe Egberts, Maxwell House and Café Direct have seen much less significant increases than Own Label brands.

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Promotional Activity

Promotional offerings in the Coffee category have been on a steady increase since September 2011 – due to a peak in Multibuy promotions (taking place in September to November 2011 and occurred at a similar time in previous years), combined with continuous growth in Price Reduction Promotions, which have increased by 37% YTD 2012 compared to the previous year). This increase has come from more Save Percentage, Save a Third and Rollback activity.

Whilst the overall number of Price Reduction Promotions taking place in the market has increased, the level of discount offered has, in fact, decreased – down from 29% to 26% this year YTD.

Brand View has seen some of the smaller manufacturers increasing their spread of promotions in recent months; brands such as Taylors of Harrogate, Rombouts and Percol are doing significantly more promotions.

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Promotional Intensity

Nescafe, Kenco and Carte Noire all offer a high level of discount when they have been promoted over the last 90 days; however, the length of promotions among these brands does vary with Nescafe favouring shorter promotions and Carte Noire offering their high discounts for a longer period of time. Douwe Egberts and Taylors of Harrogate also run longer promotions, but with a lower than average depth of cut.

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Actionable Intelligence

Brand View is the leading global provider of price, promotion, product content and online product positioning analytics.