You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
20 <strong>Melitta</strong> <strong>Melitta</strong>Unternehmensgruppe Group <strong>Annual</strong> <strong>Report</strong> Geschäftsbericht <strong>2010</strong> 2008<br />
<strong>Melitta</strong> Coffee Europe<br />
Slight decline in German coffee market<br />
As in the previous years, the classic filter coffee market<br />
continued to decline in <strong>2010</strong>. Based on the total market<br />
for roasted coffee, this decline was only partially offset<br />
by slightly subdued but still double-digit growth in<br />
coffee for fully automatic and single portion machines.<br />
All in all, therefore, the German coffee market suffered<br />
a slight year-on-year fall in demand.<br />
<strong>Melitta</strong> successful in all coffee segments<br />
<strong>2010</strong> proved to be a successful year for <strong>Melitta</strong> Coffee<br />
Europe. We defended our top positions in all roasted<br />
coffee segments and made significant gains in market<br />
share – especially in growth segments. Compared to the<br />
previous year, there was strong overall growth in sales<br />
volume.<br />
Despite a general decline in sales of filter coffee, we<br />
were able to maintain our market share and are still the<br />
number two brand on the market. In the fully automatic<br />
coffee segment we grew much faster than the market<br />
and all competitors. With our outstanding product<br />
quality and broad distribution, we greatly expanded<br />
our share of the market and are currently the strongest<br />
brand in this segment. We also raised sales volumes in<br />
Dr. Frank Strege<br />
CEO<br />
the single portion coffee category: the classic “Auslese”<br />
and “Harmonie” pads and the young “up & awake”<br />
range easily outpaced general market growth and<br />
defended their positions in a fiercely competitive environment.<br />
We just about defended our share of the<br />
instant coffee specialties market, although the segment<br />
as a whole continued to decline.<br />
There was double-digit growth in exports in <strong>2010</strong> with a<br />
very positive contribution to earnings. In addition to<br />
business with our close neighbors, there was also<br />
encouraging growth in East Europe, Australia and the<br />
Middle East.<br />
Strong increases in coffee commodity prices from the<br />
second half of <strong>2010</strong> onward represent a considerable<br />
challenge for the market which is expected to continue<br />
in 2011.
Change language