Coffee category shows strong signs of growth.
Manual machines were a key driver of the espresso machine category with a 23% jump in value in 2016, according to GfK data. This segment saw an increase across volume by 8% and average price by 14%, the average price for a manual machine was $513 in 2016.
Euromonitor also recorded an increase in volume and value for the total espresso market, by 6.5% and 13.9% respectively in 2016. The data reported manual machines as a strong contributor to the growth with a 5.8% rise in volume and 15.4% jump in value.
De’Longhi continues to hold market leadership in the total espresso machine market with close to 50% share of the market value. The fully automatic sector, wherein De’Longhi recorded double digit growth, is on the incline. Furthermore, the launch of the Primadonna Elite has allowed De’Longhi to grow its share in the over $2,000 price point. The single serve market continues to decline, but De’Longhi holds its share at close to 70% of the market value.
The introduction of the Z6 was the most successful launches to date for Jura, which has cemented its position as the leader in premium automatic coffee machines. The success has been attributed to the introduction of the world-first pulse extraction process (P.E.P.) and ease of use functionality. Jura also launched a new Hospitality Centre in Perth in the first half of 2016 and took full control of the Melbourne Hospitality Centre in the second half of 2016 to offer consumers expert knowledge and advice. Jura head of sales, George Liakatos said 2017 has started well and the company is excited to launch new machines to market in the second quarter of 2017.
Breville is leading the way in manual espresso machine design and technology with 69% brand share of this category. Manual espresso machines increased share of the total coffee market to 34%, up six points on last year (GfK MAT November 2016).