Coffee price hikes in Belgium shift consumers to instant

Coffee prices increased between 5 – 10 per cent per cup in the summer of 2011 in Belgium, according to Research and Markets recently released “Coffee in Belgium” report.    The report notes that in 2011, the prices of coffee and sugar fluctuated, with prices soared a few times during the year. Although the overall market managed to remain stable, the report highlights that in summer 2011, the average unit price per cup of coffee increased by between 5-10 per cent. Research and Markets notes that these fluctuations put a strain on the category, with consumers reducing their foodservice expenditure and increasingly opting for private label or instant coffee. The result was an increase in sales of instant coffee, which is traditionally cheaper than fresh coffee. The full Coffee in Belgium report offers a guide to the size and shape of the market at a national level. It provides the latest retail sales data 2007-2011,  to help identify the sectors driving growth.  The report also includes forecasts to 2016 to illustrate how the market is set to change.