Annual Report 2009 - melitta.info

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Melitta Group Annual Report 2009
With its wide range of ground filter coffees, whole beans
for fully automatic coffee machines, as well as coffee
pods and instant cappuccino, Melitta Coffee Europe has
the right coffee for every taste.
Good progress in all product categories
2009 was a successful year for Melitta Coffee Europe.
While the market as a whole enjoyed further modest
growth, sales were up in all product categories.
Domestic sales of filter coffees benefited in the first half
of the year from a favorable price situation. There was
also growth in the company’s non-German markets. We
therefore succeeded in continuing the current positive
trend in almost all regions.
German coffee market continues to grow
Demand for coffee products was once again encouraging
in our domestic German market. The trend toward
new coffee preparation methods remains unbroken,
despite slightly weaker growth rates for the “Whole
Bean” (fully automatic coffee machines) and “Single
Portion” (coffee pod machines) segments as a result of
the economic crisis. As a less expensive form of coffee
enjoyment, “Filter Coffee” was able to enjoy moderate
Hermann Arnold
CEO
growth for the first time in a while; its share of the
overall market, however, continued to fall.
Melitta Coffee expands market share
Melitta ® is one of the leading brands on the German
coffee market. As in the previous year, we grew much
faster than the total filter coffee market in 2009. We owe
this growth to our intensive and successful marketing in
the discount sector.
There was also encouraging growth once again in the
“Whole Bean” product group. Despite temporary distribution
losses, our BellaCrema ® coffees succeeded in
capturing further market share.
In the “Single Portion” segment, sales volumes were
increased with the aid of intensive marketing measures
and we once again outperformed the market as a whole.
Although the market for instant specialties shrank
slightly in the period under review, a wide range of
activities enabled us to improve our position slightly.
Melitta Coffee Europe
Sales
in € ’000
2009
2008
Employees
Average
2009
2008
298,673
309,351
170
179
Capital expenditure
in € ’000
2009
2008
Outlook 2010:
Further market growth with wide assortment
We expect consumer spending to remain cautious in
2010. Particular attention will continue to be paid to the
retail prices of those product groups with high customer
reach. Provided raw material costs do not necessitate
significant increases in retail prices, we expect further
modest growth for the German coffee market. The
“Whole Bean” and “Single Portion” segments will determine
the pace of growth.
Melitta Coffee Europe once again aims to enhance its
market standing in the current year. We will support the
development of our “Whole Bean” range with a wide
array of marketing activities. In the “Single Portion”
segment, we will further strengthen our Melitta ®
up&awake ® range. There will also be a major revamp of
our filter coffee range.
Melitta ®
2,397
3,046
Our brand for
coffee enjoyment.
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