Coffee Trends in Denmark: A Case Study of Dolce Gusto
Coffee trends in Denmark
Coffee in Denmark is a very popular and growing product. A lot of brands try to make it at this market, but it’s tough because there are a lot of competition and the prices are very low, so if you’re not selling a exclusive or unique product you’re not going to make a big profit. The big companies who are retailers at the market compete with each other, but also with all the cafés in example Copenhagen. A lot of people go to these cafés to have a better quality coffee and have a cozy time while drinking the coffee, than the coffees you can bye in the supermarkets.
In 2011 there were a very strong increasing in the unit price of the coffee. The unit’s prices for fresh-grounded coffee increased with 29%, which is a huge gain.
The context between the expensive global and retail prices is caused by several factors. The factors are bad harvests, the consumer’s speculations and the increasing payment to the growers contributed. Although the higher prices of coffee it’s still the favorite hot drink among the majority of consumers in Denmark, but because of the financial crisis the Danish consumers became conscious with their money and how they wanted to use them. Especially the crisis in the southern Europe had a negative impact on buying behavior, and in the consumer’s expectations in Denmark. As a consequence the Danish consumers decreased their spending on coffee in 2011.
Standard fresh ground coffee remained its popularity as the biggest category in Denmark in 2011. Instead of the old coffee filter machine Danish people’s consumption on espresso machines and pod machines has been increasing the last few years. These innovative machines can make other kinds of coffee for instance a latte or cappuccino, and people are demanding these kinds of coffees instead of just black coffee. They want alternatives to the cafés, who are a lot more expensive than the new machines eventually.
The increase in sales of fresh coffee beans and fresh
Coffee in Denmark is a very popular and growing product. A lot of brands try to make it at this market, but it’s tough because there are a lot of competition and the prices are very low, so if you’re not selling a exclusive or unique product you’re not going to make a big profit. The big companies who are retailers at the market compete with each other, but also with all the cafés in example Copenhagen. A lot of people go to these cafés to have a better quality coffee and have a cozy time while drinking the coffee, than the coffees you can bye in the supermarkets.
In 2011 there were a very strong increasing in the unit price of the coffee. The unit’s prices for fresh-grounded coffee increased with 29%, which is a huge gain.
The context between the expensive global and retail prices is caused by several factors. The factors are bad harvests, the consumer’s speculations and the increasing payment to the growers contributed. Although the higher prices of coffee it’s still the favorite hot drink among the majority of consumers in Denmark, but because of the financial crisis the Danish consumers became conscious with their money and how they wanted to use them. Especially the crisis in the southern Europe had a negative impact on buying behavior, and in the consumer’s expectations in Denmark. As a consequence the Danish consumers decreased their spending on coffee in 2011.
Standard fresh ground coffee remained its popularity as the biggest category in Denmark in 2011. Instead of the old coffee filter machine Danish people’s consumption on espresso machines and pod machines has been increasing the last few years. These innovative machines can make other kinds of coffee for instance a latte or cappuccino, and people are demanding these kinds of coffees instead of just black coffee. They want alternatives to the cafés, who are a lot more expensive than the new machines eventually.
The increase in sales of fresh coffee beans and fresh