Coffee capsule segment attracts 60 companies in the country

The market potential of coffee capsules has attracted investment not only of large companies. Small and mid-sized companies began to see in a way to strengthen their brands and win a piece of this new sector.
Currently there are more than 60 companies that invest in niche, called a pod. A year ago, that number was just eight, according to the Brazilian Coffee Industry Association (Abic).
From 2013 to 2014, the shells grew 52.4 percent in volume and 55.5% in sales, reaching the 660 thousand pounds and $ 90,8 million in revenue, according to research by Nielsen at the request of Abic. "It's a very attractive market, with high added value," says Executive Director of Abic, Nathan Herszkowicz. For those who think of undertaking, however, you must be careful: not worth just encapsulate the coffee. The company needs to draw strategies to know where and how you intend to sell the product.
Businessman Fabrizio Serra, for example, chose the template club subscriptions to launch the brand Moccato with two other partners. It all began when he founded the startup ChefsClub three years ago and, since then, was in search of a new market to invest.
Chose the recurrence model and cafes in capsules with the offer a fresh product-the capsule is sent to consumers seven days after roasting.
The value of the plans to send 30 to 90 capsules range from $ 48 to $ 125. The deal required investment of $ 1 million and the goal is to reach $ 3 million in the next 12 months billing and still win 20 thousand subscribers by the end of 2016.
"This value of R $ 1 million is very good for the company to start, but will not be the only money we need," said Serra, who already has supply of an angel investor and, by the end of the year, intends to rely on the support of venture capital funds. To test the acceptance of the product, Sierra released the brand during a campaign on the site Kickante crowdfunding. In two weeks, the campaign has raised nearly $ 20,000 of 378 supporters.
Already the commercial Director Liana Baggio Ometto is the fourth generation of the family involved with cafes. With the fall of Nespresso's patent, Baggio, Macaws, decided to invest in own capsule for almost a year. "We don't want to be big, we want to be special," says Liana, which sells a gourmet coffee with three roasting profiles and will launch a flavored capsule next month.
The brand began with the sale of 15 000 capsules per month and today sells 40 thousand. The goal is to double that number by the end of the year.
The company's intention is not to fight with Nespresso, but be one more option for the consumer. "Our coffee is more artisan," he says. Today, the capsules represent 20% of the company's revenue with the expectation of reaching 50% in two years.
Outsourcing
According to Nathan Herszkowicz, Director of Abic, the possibility of outsourcing the coffee package service helped in the entry of new producers on that market. With approximately r $ 9 000 17 000 capsules can be purchased, he said.
One of the companies offering this service is the Portuguese Kaffa, installed in Ribeirao Preto from July 2014. With the average production of 1.8 million capsules per month, the company has a portfolio of 60 customers, between producers, roasters and traders. "The capsule has a lot of added value.
In addition to the package, also guided the company in the choice of options and formats for marketing ", analyzes the commercial and marketing director of Kaffa, Alexx Noga. In addition to the final consumer, the company can sell to restaurants and offices, for example.