Expanding Jamaica Blue Mountain Coffee in the EU

4. The European Union Market for JBM Coffee

Expanding Jamaica Blue Mountain coffee in the EU Windward Commodities 30th June 2022

4.1. The Size of the EU Prize Globally the specialty coffee market (80+ cupping score products) was worth USD53.67bn in 2019 with a projected growth rate of 12.32% annually. Of this, the EU specialty market was worth $16.68 billion (almost one third of the global total) and is projected to grow by 9.0% annually in the period 2020-2026 due to rising demand for on-the-go coffee and a strengthening premium coffee shop segment, despite COVID-19. The market has three core segments – 80-84.99 grade, 85-89.99 grade and 90-100 grade coffee. The middle of these, where Jamaica is typically present, was by far the largest segment accounting for almost 40% of the market. In the EU itself, consumption is dominated by Spain, Italy, France and Germany as illustrated below. However, when it comes to specialty coffee and the shop, café and out of home infrastructure that drives this, other markets are much more interesting for JBM’s premium niche. Specifically, Scandinavian countries including Finland and Norway have some of the highest per capita coffee consumption in the world and Eastern European markets including Romania and Poland (in red) have a growing café culture based on high participation:

EU coffee consumption Total and per capita (kg) 2019

600,000,000

16.0

14.0

500,000,000

12.0

400,000,000

10.0

300,000,000

8.0

6.0

200,000,000

4.0

100,000,000

2.0

0

0.0

Italy

Spain

France

Poland

Ireland

Greece

Finland

Norway

Sweden

Belgium

Hungary

Por tugal

Romania

Denmark

Germany

Netherlands

Czech Republic

Coffee consumpti on (kg)

Coffee consumpti on per capita

Time to Wake Up and ‘Cup’ the Coffee | 15