Coffee Trends in Singapore Essay

In 2011, the total volume growth of umber was 5%, which was a similar trend as in 2010 repayable to the continuous fond economic growth in capital of Singapore. Due to the senior high density of on-trade channels including chained local hot chocolate shops such as Ya Kun Kaya Toast and Old Town White Coffee and chained Western-style specialise coffee shops such as Starbucks and Gloria Jeans Coffee, coffee drunkenness culture has penetrated into the Singaporean market. The manufacturers have to a fault launched high-quality products in the off-trade channel. Hence, consumers are want to have the authentic high-quality brewed coffee at home.COMPETITIVE LANDSCAPENestl Singapore Pte Ltd continued to post the leading position in terms of off-trade nurture sales with a 40% value share. This success could be attributed to its eonian research and development as well as the frequent promotional campaigns due to the companies economic scale, which can keep attracting the consumers. D ue to the companies global strong presence, the company develops not only instant coffee products but also enhances the fresh coffee category by introducing the coffee machines and fresh coffee pods such as Nespresso and Nescaf Dolce Gusto. PROSPECTSTotal volume of coffee is expect to increase by 2% CAGR over the foreacst period. Considering the review period, this growth is just about conservative, which reflects the current uncertain global economic condition. Although local consumers are decent more affluent and have more disposable income, their consumption patterns are likely to follow the economic outlook in Singapore, which will reflect, in particular, the growth in on-trade volume.