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28 <strong>Melitta</strong> <strong>Melitta</strong>Unternehmensgruppe Group <strong>Annual</strong> <strong>Report</strong> Geschäftsbericht <strong>2010</strong> 2008<br />
<strong>Melitta</strong> Brasil<br />
Coffee business outpacing the market<br />
For the eighth consecutive year, <strong>Melitta</strong> Brasil posted<br />
double-digit sales growth year on year.<br />
The Brazilian coffee market as a whole enjoyed strong<br />
growth in <strong>2010</strong>. However, with over seven percent<br />
volume growth and almost five percent revenue growth,<br />
our coffee business performed even better than the<br />
market. Both our brands benefited from this growing<br />
demand and added to their already high market shares.<br />
Growth was particularly strong in the more highly<br />
developed regions of South and South-East Brazil, but<br />
also in Rio de Janeiro and parts of North-East Brazil.<br />
Our premium line of sustainably harvested coffees,<br />
<strong>Melitta</strong>’s Regiões Brasileiras, made encouraging progress.<br />
However, our Bom Jesus ® coffee brand for everyday<br />
enjoyment is also proving highly popular and<br />
achieved growth in all markets.<br />
Bernardo Wolfson<br />
CEO<br />
Strong increase in filter paper business<br />
Following a stable development over the previous years,<br />
the filter paper segment contributed strongly to our<br />
business result in the period under review. Various<br />
product enhancements helped boost sales volume and<br />
led to increased revenue. Much of this success is owed<br />
to the launch of new pack sizes: the 60-filter pack for<br />
heavy coffee drinkers and a new reduced pack size with<br />
30 filters. After years of stagnation, our filter paper<br />
business achieved growth once again and cemented<br />
our excellent market position.
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