Download - How to increase internal coffee consumption
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HOW TO INCREASE INTERNAL CONSUMPTION OF COFFEE: BRAZIL´S SUCCESS STORY
Carlos Henrique Jorge Brando
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BRAZIL IS SECOND LARGESTCONSUMER IN THE WORLD
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MORE QUALITY = MORE CONSUMPTION
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BRAZIL’S INTERNAL
CONSUMPTION OF COFFEEOF COFFEE
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YEAR 2001- 13.6 million bags of coffee
- 40 % of average Brazilian green coffee production
- 4.65 kg per capita/year
- 1,500 working roasting concerns
- 2,500 brands traded
- Earnings : US$ 2,0 billion/year
- Target: 15 million bags/year
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SUMMARY HISTORY1986/88
ROASTERS’ CONCERN ABOUT CONSTANT DECLINE INROASTERS CONCERN ABOUT CONSTANT DECLINE IN INTERNAL CONSUMPTION
1965 1985
Consumption per capita
1965
4.72
1985
2.27(kg / year)
V l I d t i li dVolume Industrialized(million bags / year)
8.15 6.45
ABIC (THE BRAZILIAN COFFEE ROASTERS ASSOCIATION) POSITIONED ITSELF AS THE FORUM )
FOR DISCUSSION OF THE SECTOR’S PROBLEMS AND TO SEEK THEIR SOLUTIONS
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1988VOX POPULI SURVEY
“coffee is all the same”coffee is all the same“all coffee is of bad quality”
COFFEE HAD BECOME DISCREDITEDCOFFEE HAD BECOME DISCREDITED, BUT CONTINUED TO BE SEEN AS A SYMBOL OF SOCIABILITY AND WASSYMBOL OF SOCIABILITY AND WAS
STILL AN INGRAINED HABIT IN PEOPLE’S DAILY ROUTINEPEOPLE S DAILY ROUTINE
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19881ST NATIONAL SAMPLE - 1988
30% OF BRANDS ANALYZED WERE30% OF BRANDS ANALYZED WERE BELOW STANDARD BECAUSE OF
USE OF MIXTURES AND IMPURITIESUSE OF MIXTURES AND IMPURITIES
É14º CONCAFÉ- RIO DE JANEIRO
APPROVED ESTABLISHMENT OF COFFEE SELF REGULATION ANDCOFFEE SELF-REGULATION AND
PURITY CONTROL PROGRAM
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SELF-REGULATION AND PURITY CONTROL PROGRAMPURITY CONTROL PROGRAM
• Only 100% pure coffees canOnly 100% pure coffees can use label on packaging
Auditing program• Auditing program - independent company
d li- random sampling- penalties
• Introduction- campaign oriented tocampaign oriented to
consumers- actions within roasting
communityABIC PURITY LABEL
community
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1989AUGUST
LAUNCH OF ABIC PURITY LABEL
- NATIONAL TV CAMPAIGN
SUPPORT OF PUBLIC RELATIONS FIRM AND- SUPPORT OF PUBLIC RELATIONS FIRM AND ACTIONS AIMED AT DIFFERENT SEGMENTS OF THE PUBLIC:THE PUBLIC:
CONSUMER PROTECTION AGENCIESTRADE ASSOCIATIONSPUBLIC SECTORPUBLIC SECTORDISTRIBUTION CHANNNELSPRESSINFLUENTIAL PERSONALITIESINFLUENTIAL PERSONALITIES
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BRANDS WITH PURITY STAMP ATTRACT INCREASING DEMAND FROM
CONSUMERS, DISTRIBUTION CHANNELS AND THE PUBLIC SECTORAND THE PUBLIC SECTOR
THE START OF THE RECOVERY OF COFFEE’S CREDIBILITYCOFFEE S CREDIBILITY
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THE SECRET
DETERMINATIONAND
HARD WORKHARD WORK
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ABIC PURITY LABELABIC PURITY LABELTHE UNION OF THE SECTOR LED TO A
PROJECT WHICH IS CONSIDERED TO BE ONE OF THE FOOD & BEVERAGE SECTOR’S MAJOR SUCCESSES IN RECENT YEARS
A FACT WITH WORLDWIDE REPERCUSSION:THE BRAZILIAN MARKET WAS THE FASTESTTHE BRAZILIAN MARKET WAS THE FASTEST
GROWING COFFEE MARKET IN THE WORLD IN THE LAST 5 YEARSIN THE LAST 5 YEARS
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INITIATIVES 1989 TO 1998INITIATIVES 1989 TO 1998National Electronic Media;Media Relations;Participation in Trade Fairs & Other Events.Participation in Trade Fairs & Other Events. Research Studies: Market
HealthHealth Technology
Opening of Coffee Shops/Bars;Launch of Gourmet & Special Coffees;Launch of Gourmet & Special Coffees;New Coffee-based Products (cold drinks, sachets, desserts, ice creams, etc.);desse ts, ce c ea s, etc );
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TOTAL INVESTMENTS IN THE PROGRAM TO PROMOTE THE GROWTH OF THE INTERNAL MARKET
TOTAL ABIC INVESTMENTS UP TO 1998:US$ 26.7 MILLION SAMPLING:US$ 5 5 MILLION MARKETING:US$ 21 2 MILLION
4,5 4,1
SAMPLING:US$ 5.5 MILLION , MARKETING:US$ 21.2 MILLION
3,9MI US$
1,1 0,63,5
43,5
2 5 2,5
0 4
0,7
0,32,5
3 Monitoring
M k ti
1,9 2,02,2
2,4
1,7
2,5 ,
2,8 3,0 3,30,2
0,5
0,40,4
0,50,8
1,5
2 Marketing
1,72,2
1,22,0 1,8 1,5 1,7
0,5
1
01989 1990 1991 1992 1993 1994 1995 1996 1997 1998 YEAR
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INVESTMENT: • US$ 27 MILLION IN 10 YEARS
RETURNS: • ADDITIONAL SALES OF 7 MILLION BAGS PER YEARMILLION BAGS PER YEAR
• US$ 1 BILLION PER YEARUS$ 1 BILLION PER YEAR IN SALES (average retail price basis)price basis)
• SIZE OF INDUSTRY• SIZE OF INDUSTRY DOUBLED
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RESULTS ACHIEVEDRESULTS ACHIEVED
1988 - 30 % OF BRANDS CONTAINED IMPURITIES988 30 % O S CO U S
1998 - 5 % OF BRANDS CONTAINED IMPURITIES, CORRESPONDING TO LESS THAN 1 %CORRESPONDING TO LESS THAN 1 %OF ALL COFFEE CONSUMED IN BRAZIL
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InterScience Surveys 91 vs. 97
WHAT DO PEOPLE THINK OF WHEN THEY ARE THIRSTY
92%86%Soft drinks
83%
77%62%Fruit Juice
83%
19%
57%
41%Coffee
Water
39%15%
19%
Milk
9%
22%11%
Ch l t
Tea 1997
1991
11%9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Chocolate
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InterScience Surveys 91 X 97
RESISTANCE TO BEVERAGESRESISTANCE TO BEVERAGES
24%18%Soft Drinks
16%
33%
18%
24%
14%Tea
Coffee
16%
11%8%
10%
Powdered Drinks
Tea
21%
9%
9%
10%
Milk
Groselha
199714%
7%5%
8%
Chocolate
Fruit Juice1997
1991
5%
0% 5% 10% 15% 20% 25% 30% 35%
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DIVERSIFICATION OF PRODUCTS OFFERED TO THE CONSUMERTHE CONSUMER
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BRAZILIAN COFFEE CONSUMPTIONREAL & PROJECTED
Per Capita (Kg/year) Million bags
11 12 2 13,515,0
8,17,1 6,4
8,2 8,5 8,9 9,1 9,3 10,111,011,5 12,2
, 6,4
4 7 R+G4,73,2 2,3 2,7 2,8 2,9 2,9 2,9 3,1 3,3 3,5 3,6 4,0 4,4
5 5 5 0 1 2 3 4 5 6 7 8 1
R+G
196
197
198
199
199
199
199
1994
199
199
199
199
200
5.9 2.8 3.4 3.5 3.6 3.7 3.9 4.2 4.33.6 4.5 4.9 GREEN
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INTERNAL CONSUMPTION & EXPORTS (thousands of 60 Kg bags)
YEAR CONSUMPTION EXPORTSYEAR CONSUMPTION EXPORTS1985 6,450 19,1001986 5,560 9,9001987 5,900 18,5001988 5,800 17,1001989 6 400 18 3001989 6,400 18,3001990 8,200 17,0001991 8,500 21,1001992 8,900 18,8001993 9,100 17,8001994 9 300 17 2501994 9,300 17.2501995 10,100 14.5001996 11,000 15.3001997 11,500 16.7001998 12,200 18.200
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THE INTERNAL MARKET AND MAIN IMPORTING COUNTRIES IN
19981998( In thousands of 60 kg bags)COUNTRIES VOLUME %
USA 2.825 11,6%GERMANY 2.597 10,7%
ITALY 1.637 6,7%JAPAN 1.398 5,8%JAPAN 1.398 5,8%
BELGIUM / LUX. 853 3,5%GREECE 585 2,4%SPAIN 571 2 4%SPAIN 571 2,4%
SLOVENIA 560 2,3%ARGENTINA 538 2,2%
SWEDEN 510 2,1%BIGGEST IMPORTERS 12.074 49,7%
BRAZIL 12.200 50,3%BRAZIL 12.200 50,3%TOTAL 24.274 100,0%
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THE INTERNAL MARKET AND MAIN IMPORTING COUNTRIES IN 1998
( In thousands of 60 kg bags)( In thousands of 60 kg bags)
12.000
14.000 USAGermanyItaly
8 000
10.000
ItalyJapanBelgium / Lux.GreeceTE
RS
6.000
8.000SpainSloveniaArgentinaM
POR
TR
AZI
L
2.000
4.000g
SwedenBiggest Imp.BrazilO
P 10
I BR
0
T
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PER CAPITA CONSUMPTION:kg/person in 1998
10 00
12,00
8 248 469,5510,56 6,00
8,00
10,00
2,794,094,524,535,005,416,59
8,248,469,55
2,00
4,00
6,00
y ce taly
AZIL Spain USAJa
pan
0,00
Finland
Norway
elgium/Lux.
Sweden
German
yFran
ce ItaBRAZ Sp J
Belg
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PURITY LABEL / PURITY CONCEPT
PURITY: INCREASED AWARENESS AND CREDIBILITY WITHIN THE SECTOR
Si h b i i f h PSince the beginning of the Program, in 1989:
• independent auditors
• approximately 50,000 samples of coffee
• all 27 Brazilian states
• approximately 900 cities/year
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COFFEE AND HEALTH• Comprehensive Program
- Research- Dissemination of results
• Dr. Darcy Lima / UFRJ- Brazilian Studies- Creation of Institute for Coffee- Creation of Institute for Coffee Studies (ICS)
- Positive effects of coffee(depression drug and acohol(depression, drug and acohol addiction)
• Dissemination of results- Media- Public Relations
POSITIVE COMMUNICATION ABOUT COFFEE
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Coffee and HealthInstitute for Coffee Studies (ICS)Institute for Coffee Studies (ICS)
Vanderbilt UniversityCenter of excellence: medicine, pharmacology and addiction
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Coffee and HealthInstitute for Coffee Studies (ICS)Institute for Coffee Studies (ICS)
• Vanderbilt University, Nashville, USA
• Brazilian results and actions triggered its creation - Dr. Darcy Lima is co-director- Mr. David Nahum is chairperson of strategic planning committeecommittee
• Articles in prestigious journals
• Preliminary results are extremely promising• Preliminary results are extremely promising
• Contributions are welcome
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ANDANDTHETHE
FUTUREFUTURE
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ONE COUNTRY,MANY FLAVORS
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São Paulo StateSão Paulo State
R iR i C ffC ff
São Paulo StateSão Paulo State
RegionRegion CoffeesCoffeesMogiana (Northeast) Naturals and
Pulped naturalsp
Center-West Naturals and
Pulped naturals
A d ti 3 5 il bAverage production = 3,5 mil.bags
Potencial production = 5,5 mil.bagsPotencial production 5,5 mil.bags
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State Coffee ChamberState Coffee Chamber
• Bring together the coffee chain• Bring together the coffee chain
• Increase coffee businesses• Increase coffee businesses
• Improve coffee quality• Improve coffee quality
• Increase coffee consumption• Increase coffee consumption
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Quality CampaignsQuality CampaignsQuality CampaignsQuality Campaigns
• Producers
• Roasters• Roasters
C• Consumers
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Quality CampaignsQuality CampaignsQuality CampaignsQuality Campaigns
• Good Practices for Quality
• Training growers and
employees
• Focusing on high quality
ffcoffees
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Quality CampaignsQuality CampaignsQuality CampaignsQuality Campaigns
“Quality through the coffee chain”“Quality through the coffee chain”
AGRONOMISTS GROWERS COOPS ROASTERS RESTAURANTS
CUSTOMERSCUSTOMERS
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Quality CampaignsQuality CampaignsQuality CampaignsQuality Campaigns
Phase 1 : GrowerPhase 1 : Grower• 6 regional meetings
Phase 1 : GrowerPhase 1 : Grower
• 70 agronomists• 300 field visits to
fazendas8 500• 8,500 growers
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Quality CampaignsQuality CampaignsQuality CampaignsQuality Campaigns
Phase 2 : RoastersPhase 2 : Roasters• Seminar “Coffee Quality in the Roasting
I d t ”Industry”
• 140 attendees (roasters)140 attendees (roasters)
• Segmentation according to different
qualities
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Segmentation ProposalSegmentation ProposalR / G COFFEESR / G COFFEESR / G COFFEESR / G COFFEES
Sensorial EvaluationSensorial Evaluation0 3,5 6,5 7 6 10
Sensorial EvaluationSensorial Evaluation
7,6 10Not
0 1 2 3 4 5 6 7 8
Not Recommended Traditional Superio
rGourmet
0 1 2 3 4 5 6 7 8 9 10
Mininum acceptableacceptable
level
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Quality CampaignsQuality Campaignsy p gy p g
Phase 3 : Restaurants / Phase 3 : Restaurants / ConsumersConsumers
• 16 fine restaurants
• 40 days of cupping activities
• 25,000 consumers,
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Quality CampaignsQuality Campaigns
“ THE FLAVOR OF THE COFFEE CROP”“ THE FLAVOR OF THE COFFEE CROP”
• 25,000 customers• U$ 30,000 total cost
U$ 700 000 di t• U$ 700,000 media return• 10 TV theme10 TV theme• 3 Radio theme• Newspapers and magazines
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Gourmet Coffee in SupermarketsGourmet Coffee in Supermarketspp
Gourmet12%
Superior4% 12%4%
Traditional84%
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BETTER QUALITYBETTER QUALITY
=
HIGHERHIGHER
CONSUMPTIONCONSUMPTION