Coffee manufacturers invest in new premium categories

Brazilians appreciate more and more the traditional time for coffee. And, to follow this trend, manufacturers are investing increasingly in premium products to meet a greater demand for more elaborate and differentiated items.
In 2013, the domestic production should register high of 3% in volume, rising consumption to 20.9 million bags. Last year, the demand grew 3.09%, adding up to 20.3 million sacks, according to the data released by the Brazilian Association of the coffee industry (Abic).
An eye on the expansion of the sector, companies such as Baggio Coffee, Korin, Melitta and Nescafe Dolce Gusto already invest in the development of more sophisticated products and able to meet a demanding audience and specific segments.
The paulista Baggio Coffee bet on two projects to expand its brand in the country. In 2014, the company should launch a special coffee for people who practice physical activities, combining the power of caffeine to another compound.
"We are always seeking some differentiator for our coffees. Now, we are working on producing an element that added to coffee make good for the health of the athletes, "says the commercial Director of the brand, Liana Baggio.
The category of pods, capable of delivering a dose of concentrated coffee pods or capsule, is also another big bet. "The pods are a real trend. Let's enter the segment with special capsules compatible with Nespresso machines. The idea is to start with a gourmet coffee and other flavored, "said Liana.
The new line should be released between December 2013 and January 2014. For this year, the company projects a growth of 30% in turnover, while in 2014 should register high of 20%.
The German Melitta is another who also studies its entry in the national market of pods. "We want our products at every stage, from the preparation to consumption. In the last 15 months, we study the possibility to participate in this segment in Brazil as well, "said the President of Melitta Brazil 's, Bernard Wolfson, during recent event.
According to the Executive, the surveys conducted by the brand hasn't resulted in a differentiated product, able to compete in the domestic market. "We take into account three criteria required for the launch of a good product: quality, variety and value. We hope that by 2015 we differentiated this item ". For this year, the company projects a growth of 11% in its turnover compared to the previous year, totaling R $ 902 million.
A survey conducted by Mintel consulting pointed out that approximately 25% of consumers prefer coffee premium varieties. The survey also shows that 29% of the members of classes A and B prefer the premium brands, while in classes C1/C2 and D/E this index reaches 23%. According to the study, 84 percent of Brazilians drink coffee, and 60% do so daily. With that in mind, the Korin Agropecuária decided to expand its line of coffees. Today, the company works only with organic coffee. "By the end of this year, we will launch a different coffee, pure and with a price range next to conventional premium category," says the brand's commercial Director, Edson Sani. The new product is under development and should hit the shelves with prices between $ 7 and $ 8.
Now Nestle, owner of the Nescafe Dolce Gusto, stated that Brazil already appears as the largest market, by volume of sales, their coffee machines. According to her, the systems market doubled in size in the last three years. The company took advantage of Christmas to launch three appliances and a new flavor of beverage, Nestea lemon, product that must be consumed cold. Each capsule prepares 220 ml.