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First it was little belligerent competitor, the Nespresso capsule made a part of the business dispute. Now all seem like barriers: According to Masters and Blenders Mondelez Aldi and Lidl assault on the lucrative market cap - and teach the Great to fear.
Hamburg - Special offers were not yet the thing of Nespresso. But for the Swiss coffee provider that has so far attracted its clientele with elegant club atmosphere, art-deco ambience and noble kredenzten Grand Cru capsules, new times seem dawned. On the home page on the Internet moves towards a the special offer: Up to 100 Euros customers can save money by buying a Nespresso machine.
It is not long ago, as a loss leader would have been unthinkable even damaging brand. Finally, the Swiss sold with their advertising icon George Clooney not only zemlich expensive coffee capsules, but also an exquisite lifestyle. But if the Swiss during the important Christmas business does not want to lose valuable ground to its competitors, it also leads to attractive discounts no other way. Times have changed. First it was mainly small independent producers such as the Ethical Coffee Company, the former Nestlé manager Jean-Paul Gaillard, the Swiss manufacturer or Delica, which with its competitors capsules a cheap alternative offered for Nestlé Nestlé capsules and with a patent battle supplied by one.
Now there Nestlé line of defense seems finally broken through , even dare front of the other: both the former and the power Mondelez daughter in the hands of billionaire Reimann family located Senseo Manufacturer Master Blenders mix now with capsule in the lucrative business.
Now mix well with Aldi and Lidl
And now even the discounters want a piece of the pie. The discount chain Lidl, which had temporarily taken their capsules after problems again from the shelves is a new version of Nespresso compatible capsules back of the party. Since Wednesday, Aldi is now also part of the game - with its own system, including capsules, the German manufacturer of K-fee has developed for the discount chain. The daughter of the powder group Kruger is not unknown in the capsule market. She has already developed its own system for Starbucks and is also its own program on the market.
In total, there are now estimated to have more than 50 vendors who advertise in Europe with their capsules for the favor of espresso drinkers. Many of them, however, mainly or even exclusively on the Internet, such as the Berlin capsule Gourmesso sender or the Swiss Erwin Meier, who has developed the CoffeeMate a refillable stainless steel capsule.
2 Item: Double-digit growth rates But the Internet sales channel has its limits. "With Internet sales alone will not manage to turn the big wheel," says Gaillard, The Frenchman knows whereof he speaks: he has experienced himself how hard it is to come on the market, if you record it with the established . He has dared anyway - and not only legal but a lot of headwind Nestlé harvested, also wanted to get rid of the pesky competitors change their machines. Gaillard has persevered - and can now reap the labors of success - with growth rates of 35 percent. "We are satisfied," he says. But the game, the Gaillard played with Nespresso, now still others play with it and benefit from it, that he has freed up the way for them in legal battles. How well it works for the big business in the capsule, can only be guessed.When it comes to numbers, the whole industry is very secretive. But the market is booming - like no other. While the coffee is slightly overall sales on the decline, the capsule industry puts down a success year after year. Already have an estimated market of researchers in more than two million households capsule machines. Whopping margins 16 percent of the market cap has grown according to the German Coffee Association last year alone - an estimated 300 million euros. And the end is not in sight: By 2017, in four years, the market researchers estimate of EUR monitor, it would be 24 percent more again. Here, the capsule is lucrative segment like no other. With sometimes more than 40 cents per capsule, the customer send the Nespresso single serve loose pay ten times as much as for normal filter coffee. And it also be based competitors.Both the capsules of Senseo as well as master blender will be around the 30 cents per cup. Aldi with his lies clearly with just under 19 cents. But here is - even in the face of the last massive drop in coffee prices - even a generous margin. Shopping in the companies currently pay for coffee that is about as much as last 2009.
3 Part: How manufacturers are fighting for the top spots That now the discounter want to play, might bring to market heavily in motion - and Nestlé market shares cost more vigorously. Nespresso has now ceased to communicate figures on its activities. But the golden days of the years of double-digit sales gains are likely to be there. "We believe that the positive development could have passed their peak, says Helvea analyst Andreas von Arx. First of all, that the future customers will find in the supermarkets a whole range of different providers, should make for strong motion and also make it for providers such as Tchibo not necessarily easier. For the majority of customers who buy their espresso specialty business decreases steadily, while sales via supermarkets and discounters down more and more. Capsule Rebel Gaillard's given the glut of competition on a clear segmentation of the business. "How in the car market, it is also in the coffee business in future BMW and Daimler - but also give seats," said the manager, who of course sees his own company in the luxury segment. That Aldi supplier K-Fee also works for Starbucks and the Aldi capsules - at least theoretically - also fit the devices of the American coffee chain, but not the whole thing makes it easier.