Expanding Jamaica Blue Mountain Coffee in the EU

The European Union Market for JBM Coffee

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

4.2. The Complexity of Coffee Shops The EU is a relatively mature, sophisticated, and constantly evolving market, partly driven by the growth of out of home coffee shops and reflected in the growing number of coffee bars and chains, small roasters, small local brands and baristas. The EU branded coffee shop market grew by 3.4% in 2019 reaching a total of nearly 38,000 outlets. The leading brands including Costa Coffee (8.4% share), Starbucks (7.4% share) and McCafé (6.8% share). While these large-scale companies do not always offer speciality coffee products, they have set a consumer trend towards coffee shop and other out-of-home purchases. This consumer trend spills over to smaller and more specialised roasters and coffee shops offering high-quality, speciality coffees, showing that EU consumers are happy to pay more for high quality coffees. Between 2010 and 2018 sales at coffee shops selling speciality coffee in Western Europe increased by 140%. However, whilst Germany and France, for example, are well established in the Speciality Coffee market and continuing to grow rapidly, and include the majority of JBM sales in EU, it is exponential growth and increasing coffee culture in Scandanavia and Eastern Europe that offer new opportunities moving forwards. The below illustrates the number of cafes (food and drink) and specialist coffee shops and independents (non-chain coffee shops) as part of this total:

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