ANALYSIS AND PRESENTATION TEST 1

Test Instructions

Background Your client is one of the largest players within the hot drinks industry with a focus on
coffee products. They are keen to understand the trends in the German market.
Ultimately, the client wants an overview of the immediate and short-term opportunities
to further penetrate the German market in order to plan for their business strategy in
the near future.

Expected output Your objective is to complete a brief management summary (two slides present in this
deck) in PowerPoint to give a snapshot of the German coffee market. Making use of the
qualitative and quantitative information provided, please provide analysis on the
following:
• Market overview
• Key market trends including
• Demographic profile of consumers
• Trends shaping the market
• Key players and what they’re doing

Documents Documents provided:

• Excel workbook with relevant market data
• Related extracts from relevant country reports

© Euromonitor International
ANALYSIS AND PRESENTATION TEST 2

General test instructions

Preparation • You have one day to create your presentation and share it with the interviewer
ahead of the session
• Make assumptions where required and please call these out clearly during the
presentation
• Although you can, it is not necessary to complement research with other sources
of information

Assessment We will assess your:

• professional interpretation of the data provided
• ability to engage the audience and handle questions
• the effectiveness of your delivery in addressing client objectives

© Euromonitor International
COFFEE IN GERMANY

PPT test: [Karan Thakkar]

Date: 24/01/2020
 ANALYSIS AND PRESENTATION TEST
4
Market overview
Key takeaway
6,000 4%

5,000
3%
Market size, EUR million

4,000

Y-o-y growth
2%
3,000
1%
2,000

0%
1,000

- -1%
2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023

Fresh Coffee Instant Coffee Coffee y-o-y growth

Sub-heading
 Analysis: COFFEE: Based on the trends for coffee market (in terms of retail value), we can see that it has shown a steady growth over
the years. For example, if we start from 2018, we can see that it has grown 1.9 % over the year 2017. Continuing till 2023, we can see
that the forecasted Y-O-Y growth for coffee market is 3.6% over the year 2022.
FRESH COFFEE: Market for fresh coffee has experienced growth on similar lines as that of Coffee. For example, Y-O-Y growth for fresh
coffee market in 2018 was approximately 2%. However, the growth projections of fresh coffee market for 2023 reveal better performance
than coffee (3.8% growth for fresh coffee market as compared to a growth of 3.6% for coffee market).
INSTANT COFFEE: Instant coffee market has also shown growth, albeit at a lower pace as compared to its counterparts. For example,
growth of instant coffee market was around 1.7% in 2018 as compared to a 2% growth for both Coffee and Fresh coffee market.
Projections reveal that growth will slow down in future. Expected growth for the year 2023 is 2.8%.
CONCLUSION: Fresh Coffee market presents a good opportunity for businesses looking to penetrate the coffee market in Germany. Based
on qualitative data, we can say that fresh coffee beans will be the focus in near future with fresh ground coffee pods also in the picture
(provided that sustainability concerns are addressed). Coffee retailers using e-commerce likely to increase over the next few years.
© Euromonitor International
 ANALYSIS AND PRESENTATION TEST
5
Report summary
Key takeaway

MARKET OVERVIEW
1 • Fresh Coffee: Promising growth in 2018 (2%) compared to other coffee types.
• Coffee: Negligible retail value growth in 2018 (0.2%). Growth of 1.9% in retail value.
• Mondelez Deutschland market leader (21%), followed by Tchibo (11%).

DEMOGRAPHIC PROFILE OF CONSUMERS

2 • Population: Growth expected till 2027 || Relatively high income level
• Age: 65+ age group with fastest growth, with 20.9% growth expected from 2018-2030.
• Declining Birth rates & Increasing Health conscious consumers

TRENDS SHAPING THE MARKET

3 • Premium Fresh Coffee beans to drive growth in retail value sales.
• Increasing use of Compostable Coffee pods as a sustainable alternative.
• Coffee retailers using e-commerce likely to gain traction in near future.

KEY PLAYERS (WITH % RETAIL VALUE) AND WHAT THEY’RE DOING

4 • Mondelez Deutschland (21%): Withdrawing certain sub-brands of hard-coffee pods
• Nestle Deutschland AG (10.2%): Partnership with Starbucks for mutual benefits.
• Nespresso: Using Promotional activities to garner interest among consumers.

© Euromonitor International