SOUTH AFRICAN COFFEE INDUSTRY LANDSCAPE REPORT

COMPILED: FEBRUARY 2019

Insight Survey is a South African B2B market research company with more than 10 years experience, focusing on

business-to-business (B2B) and industry research to ensure smarter, more-profitable business decisions are made

with reduced investment risk.

COMPANY OVERVIEW

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▪ From strategic overviews of your business’s competitive

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▪ Competitor pricing research

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FOOD AND BEVERAGES INDUSTRY REPORT CLIENTS

Our Food and Beverages Industry Landscape reports have been purchased by global and South African companies:

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REPORT OVERVIEW

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The South African Coffee Industry Landscape Report (150 pages) provides a dynamic synthesis of industry research, examining the

local and global Coffee Industry from a uniquely holistic perspective, with detailed insights into the entire value chain – from

manufacturing to retailing, market size trends, industry trends, industry drivers and challenges, competitor and pricing analysis.

For the Global Supplements Industry Section:

What are the current market dynamics of the Global Coffee Industry?

What are the key markets within the Global Coffee Industry?

What are the Global Coffee Industry trends, drivers, and challenges?

For the South African Supplements Industry Section:

What are the current market dynamics (imports, exports. market size, market value, market volumes: 2013-2018 Actual, 2019-

2023 Forecasts, distribution channels, sustainability) of the South African Coffee Industry?

What are the South African Coffee Industry trends, drivers, and challenges?

Who are the key manufacturing players and importers/roasters in the South African Coffee Industry?

For the South African Retail and Pricing Analysis Section:

Who are the key retail players (retail outlets, independent retailers, and supermarkets) in the South African Coffee Industry?

What are the prices of the most frequently purchased Coffee brands (OOH, instant, ground beans, and capsules) across South

African retail outlets?

SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:

SCREENSHOTS FROM REPORT

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150 page report filled with detailed charts, graphs, tables and insights

29.0

16.5

9.7

4.0 3.7

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10

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25

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Vietnam Brazil Indonesia Uganda India

TOP 5 ROBUSTA PRODUCING COUNTRIES: 2018/19* (IN MILLION 60KG BAGS)

In terms of Robusta Coffee, production increased from

approximately 6.2 million 60kg bags in 2016/17 to 64.9

million 60kg bags in the 2017/18 period.

❑ Global Robusta Coffee production is predicted to increase for the

2018/19 period and reach an approximate total of 70.0 million

60kg bags. This is primarily a result of predicted record crops in

Vietnam, the world’s largest Robusta producers, as well as good

weather and replanting.

❑ Vietnam is predicted to produce the largest amount of Robusta

Coffee in the 2018/19 period, with a projected total of 29.0 million

60kg bags, as can be seen in the graph below.

Global Arabica Coffee production reached approximately

94.8 million 60kg bags in the 2017/18 period, a decrease

from approximately 101.6 million 60kg bags during the

2016/17 period.

❑ Despite this decline, it is predicted that Arabica production will

increase in the 2018/19 period to reach a total of 101.6 million

60kg bags. This projected higher output is largely as a result of

Brazil’s Arabica output being forecast to rise by 6.0 million bags in

2018/19.

❑ Brazil is predicted to produce the highest amount of Arabica

Coffee in 2018/19 with approximately 46.9 million 60kg bags, as

can be seen in the graph below.

SAMPLE FROM REPORT:GLOBAL INDUSTRY PRODUCTION

7Source: Statista; NationalCoffee; IndexMundi1; IndexMundi2; Statista2; Bloomberg Image Source: Brazil; CRWFlags; FOTW; TS; Britannica; FP2; WA; EJ; CC; Britannica2

46.9

14.3

7.6 7.14.4

0

10

20

30

40

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Brazil Colombia Honduras Ethiopia Peru

TOP 5 ARABICA PRODUCING COUNTRIES: 2018/19* (IN MILLION 60KG BAGS)

* Forecast * Forecast

SAMPLE FROM REPORT:SA INDUSTRY TRENDS

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❑ The increasing consumption of premium Coffee in South Africa

presents a number of opportunities for various industry players to

positively influence local communities. This development is also

becoming increasingly more important to consumers and can be an

important differentiating factor when making purchase decisions.

Using Coffee to Drive Socio-Economic Change

❑ One of the key trends within the South African Coffee market that

is increasing in prevalence, especially among premium Coffee

industry players, is the fact that Coffee is being used in a number

of strategic ways to drive socio-economic change and positively

influence local communities.

❑ A number of different initiatives that involve Coffee and are

focused on serving less fortunate individuals are being introduced.

Woza Coffee, for example, is a social enterprise, which gives

unemployed youth from townships the opportunity to become

professional baristas. The school also plays an important role in

placing baristas at Coffee shops and assisting individuals who

want to open their own Coffee businesses. To date they have

trained 95 baristas, created more than 65 jobs and built five Woza

Wagons.

❑ Vintage Coffee also emphasises the importance of contributing to

the local community with their non-profit programme. Every month

they make a contribution to one of three carefully selected non-

profit organisations (NPO’s). Most of the included NPO’s focus on

the well-being of children and youth. Each customer is given the

opportunity to vote for the NPO they would like to see receive the

proceeds when they purchase an item at the shop. At the end of

the month, the NPO with the most votes receives the proceeds.

Source: Woza1; Woza2; VintageCoffee; Image Source: Barista; Icon

• Ciro

• Frisco

• House of Coffees

• Koffiehuis

• Lavazza

AVI COFFEE BRANDS/PRODUCTS:AVI is one of the leading consumer brand manufacturers,

distributors, marketers and processors within South

Africa. The Group comprises of trading subsidiaries

within the food, beverage and fashion industries.

❑ AVI is centered on the Fast Moving Consumer Goods (FMCG)

market and is listed on the Johannesburg Stock Exchange in the

Food Products sector.

❑ AVI’s Coffee and creamer factory is based in Isando in Kempton

Park, South Africa. The factory forms part of AVI’s environmental

management system, where photovoltaic panels are installed on

the factory roof, to ensure that minimal municipal electricity is

used.

❑ AVI’s brand portfolio includes more than 50 brands, which are

structured within six divisions, namely Snackworks, I&J, Personal

Care, Footware and Apparel, Shared Services, and Entyce

Beverages

❑ The Entyce Beverages division consists of Coffee, tea, and

creamers. The sales within the Coffee sector includes the supply

of premium ground Coffee and beverage service solutions to the

out of home market, such as hotels and restaurants.

❑ AVI’s number of permanent employees reached a total of 8,439 by

30 June 2018 in South Africa. The gender split of employment is

59% males and 41% females with the majority being African or

Coloured in terms of ethnicity.

SAMPLE FROM REPORT:SA MANUFACTURER: AVI OVERVIEW

Source: AVI; AVI2; AVI4 Image Source: AVI; Ciro; Frisco; HouseofCoffees; Lavazza; Koffiehuis; Entyce

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Established in 2004, Terbodore Coffee Roasters are

artisanal roasters who were voted the Best Coffee Shop

in Kwa-Zulu Natal in 2018.

❑ Terbodore procures green Coffee beans which are then sifted and

roasted to produce premium Coffee. Their focus is on heritage,

patience, courage, and dependability.

❑ Terbodore’s Coffee range includes Lazy Bones Blend, The Great

Dane, Mac Espresso, This is Africa, Mocha Java, French Vanilla,

English Toffee, Italian Hazelnut, and Dutch Chocolate, and

Cinnamon Sticky Bun Limited Edition. Their Select Single Origin

Coffees includes Honduras Finca Cerro Azul, Uganda Sipi Falls

Organic, and Colombia CO2 Decaf.

❑ Terbodore also offers a variety of Coffee capsules, sparkling cold

brew, other hot beverages, equipment and Terbodore

merchandise.

❑ During weekends, Terbodore’s Terbo Truck delivers premium

grade mobile Coffees and fine fresh food across the Cape.

❑ Terbodore Coffee Roasters is located in the Midlands, with a

second roastery located in the Cape winelands of Franschhoek

named Big Dog Café.

❑ Terbodore distribution network includes restaurants, hotels,

businesses and retail outlets across South Africa.

• Cinnamon Sticky Bun Limited

Edition

• Dutch Chocolate

• English Toffee

• French Vanilla

• Italian Hazelnut

• Lazy Bones Blend

TERBODORE COFFEE BRANDS/PRODUCTS:

SAMPLE FROM REPORT:SA ROASTER: TERBODORE COFFEE ROASTERS OVERVIEW

Source: About; Terbodore; Award; Coffee; Shop; Terbo Truck; Locations Image Source: Terbodore; Canvart

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• Lazy Bones Blend

• Mac Espresso

• Mocha Java

• Select Single Origin Range

• The Great Dane

• This is Africa

SAMPLE FROM REPORT: SA COFFEE RETAILERS: SEATTLE COFFEE COMPANY

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Source: S-About; Seattle; S-FAQ; S-Menu Image Source: Seattle

Established in 1996, Seattle Coffee Company South

Africa is a family-owned Coffee shop focusing on artisan

Coffee roasting.

❑ Seattle Coffee Company focuses on the traceability of their crops,

handpicking their Coffee, hand-roasting the beans and manual

espresso production of their Coffee.

❑ Seattle Coffee Company sources premium Arabica beans from

South America, Africa, and Indonesia. These beans are freshly

ground in-store for each order placed.

❑ Their Coffee products include Espresso-Based Beverages,

Espresso, Iced Coffee, Iced Alternatives to Coffee, and Hot

Alternatives to Coffee.

❑ Their Coffee beans are available to purchase in-store. Grounded

beans can be bought on request.

❑ In addition, Seattle Coffee Company also offers daily hand-made

artisanal snacks including, muffins, sandwiches, and pastries.

❑ Their Loyalty Programme offers customers the opportunity to

accumulate one point per beverage, where ten points equal a free

Coffee.

❑ Seattle Coffee Company grew from stand-alone stores to 24/7

convenience stores in Food Lover’s Markets and Caltex Fresh

Stops across South Africa. Seattle has 190 stores located across

South Africa.

Seattle Coffee

Company Stores:

2019: 190 SA Stores

12This pricing analysis was conducted at retail stores and supermarkets during w/c 4 February 2019.

SAMPLE FROM REPORT:COFFEE PRICING ANALYSIS

BRAND AND SIZE

Douwe Egberts

Pure Gold200g R119.99 R119.99 N/A N/A R119.99 N/A R114.95 N/A

Frisco

100g R19.99 R18.99 R19.99 N/A N/A R20.99 R16.33 R19.19

250g R29.99 R39.99 R36.99 N/A N/A R37.99R30.00

(Special)N/A

750g R78.99 N/A R78.99 N/A N/A R59.99 R69.95 R77.99

Jacobs Krönung

100g R79.99 R87.99 R79.99 N/A N/A N/A R69.95 R74.99

200gR109.99

(+50g)R99.99 N/A R109.99 N/A R108.99 R106.95 R109.99

Koffiehuis

100g N/A N/A R19.99 N/A N/A N/A N/A R18.99

250g R39.99 R39.99 R39.99 N/A N/A N/A R35.75 R38.99

750g R85.99 R89.99 R78.99 N/A N/A N/A R77.95 N/A

1. Executive Summary (3 pages):

1.1 Global Industry Snapshot

1.2 South African Industry Snapshot

1.3 Industry Drivers & Restraints

2. Global Coffee Industry (16 pages):

2.1 Global Coffee Industry Overview (16 pages)

2.1.1 Global Industry Overview

2.1.2 Global Market Environment

2.1.3 Global Industry Production: TOP 5 COFFEE PRODUCING COUNTRIES: 2017/18 (IN MILLION METRIC TONNES); TOP 5 ARABICA PRODUCING COUNTRIES: 2018/19* (IN

MILLION 60KG BAGS); TOP 5 ROBUSTA PRODUCING COUNTRIES: 2018/19* (IN MILLION 60KG BAGS) (Graphs)

2.1.4 Global Industry Consumption: TOP 5 PER CAPITA COFFEE CONSUMING COUNTRIES: 2018 (IN YEARLY CUPS OF COFFEE PER CAPITA); WORLD COFFEE

CONSUMPTION AND PRODUCTION: 2014 TO 2018* (IN MILLION 60KG BAGS); TOP 6 TOTAL COFFEE CONSUMING COUNTRIES: 2017/18 (IN MILLION 60KG BAGS) (Graphs)

2.1.5 Global Industry Trade: TOP 5 COFFEE IMPORTING COUNTRIES: 2017/18 & 2018/19* (IN MILLION 60KG BAGS); TOP 5 COFFEE EXPORTING COUNTRIES: 2017/18 & 2018/19*

(IN MILLION 60KG BAGS) (Graph and Table)

2.1.6 Global Industry Pricing

2.1.7 Global Key Markets: GLOBAL COFFEE RETAIL SALES , BY REGION: 2018 (IN US$ MILLION) (Graph)

2.1.8 Global Industry Trends

2.1.9 Global Coffee Drivers

2.1.10 Global Coffee Challenges

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3. South African Coffee Industry (75 pages):

3.1 South African Coffee Industry Overview (30 pages)

3.1.1 South African Industry Overview

3.1.2 South African Market Environment

3.1.3 South African Exports: SOUTH AFRICAN COFFEE EXPORTS: 2014-2018* (IN ZAR MILLION); SOUTH AFRICAN COFFEE EXPORTS BY CATEGORY (IN ZAR THOUSAND)

(Graph and Table)

3.1.4 South African Imports: SOUTH AFRICAN COFFEE IMPORTS: 2014-2018* (IN ZAR MILLION); SOUTH AFRICAN COFFEE IMPORTS BY CATEGORY (IN ZAR THOUSAND)

(Graph and Table)

3.1.5 South African Coffee Consumption: SOUTH AFRICAN COFFEE CONSUMPTION BY YEAR (IN THOUSAND 60KG BAGS) (Graph)

3.1.6 South African Industry Market: South African Coffee Market Definitions

3.1.7 South African Industry Market: South African Coffee Distribution Channel Definitions

3.1.8 South African Industry Market Size: Coffee Market (2013-2018): VALUE OF SOUTH AFRICAN COFFEE MARKET: 2013-2018 (IN ZAR MILLION); SA COFFEE MARKET

CAGR AND TOTAL GROWTH: 2013-2023* (IN PERCENTAGE) (Graph and Table)

3.1.9 South African Industry Market Size: Coffee Market (2013-2018: By Category): VALUE OF SOUTH AFRICAN MARKET BY CATEGORY: 2013-2018 (IN ZAR MILLION)

(Graph)

3.1.10 South African Industry Market Size: Fresh and Instant Coffee Market Segments (2013-2018: By Category): VALUE OF SOUTH AFRICAN FRESH COFFEE MARKET

BY CATEGORY: 2013-2018 (IN ZAR MILLION); VALUE OF SOUTH AFRICAN FRESH GROUND COFFEE MARKET BY CATEGORY: 2013-2018 (IN ZAR MILLION); VALUE OF

SOUTH AFRICAN INSTANT COFFEE MARKET BY CATEGORY: 2013-2018 (IN ZAR MILLION) (Graphs)

3.1.11 South African Industry Market Size: Coffee Market (Forecast 2019*-2023*): VALUE OF SOUTH AFRICAN COFFEE MARKET: 2018 & 2023 (IN ZAR MILLION); SOUTH

AFRICAN COFFEE MARKET VALUE FORECAST BY CATEGORY (IN ZAR MILLION) (Graph and Table)

3.1.12 South African Industry Market Size: Total Brewed Volume and Total Volume (2013-2023*): TOTAL BREWED COFFEE VOLUME: 2013-2023* (IN MILLION LITRES);

TOTAL COFFEE VOLUME: 2013-2023* (IN TONNES) (Graphs)

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3. South African Coffee Industry Continued (75 pages):

3.1 South African Coffee Industry Overview (30 pages)

3.1.13 South African Industry Market Size: Retail Cups Coffee Market Volumes (2013-2023*): VOLUME OF SOUTH AFRICAN RETAIL CUPS COFFEE MARKET 2013-2023*

(Table)

3.1.14 South African Industry Market Size: Foodservice Cups Coffee Market Volumes (2013-2023*): VOLUME OF SOUTH AFRICAN FOODSERVICE CUPS COFFEE

MARKET 2013-2023* (Table)

3.1.15 South African Market Environment: Top 10 Coffee Companies: TOP 10 COFFEE COMPANIES IN SOUTH AFRICA: 2018 (REVENUE SHARE IN ZAR MILLION; TOP 10

COFFEE COMPANIES: 2014 VS 2018 (Graph and Table)

3.1.16 South African Market Environment: Top 1 Coffee Companies per Category: TOP 1 COFFEE COMPANIES (PER CATEGORY) IN 2018 (Graph)

3.1.17 South African Market Environment: Top 10 Coffee Brands: TOP 10 COFFEE AND OTHER PLANT-BASED HOT DRINK BRANDS IN SOUTH AFRICA: 2018 (REVENUE

SHARE IN ZAR MILLION); TOP COFFEE BRANDS: 2014 VS 2018; TOP COFFEE BRANDS (OTHER PLANT-BASED HOT DRINKS): 2014 VS 2018 (Graph and Tables)

3.1.18 South African Market Environment: Top 3 Coffee Brands per Category: TOP 3 COFFEE BRANDS (PER CATEGORY) IN 2018 (Table)

3.1.19 South African Market Environment: Coffee Distribution Channels: CHANNEL DISTRIBUTION FOR COFFEE: 2018; CHANNEL DISTRIBUTION (2013 AND 2018) BY

OUTLET TYPE (Graph and Table)

3.1.20 South African Industry Trends

3.1.21 South African Industry Drivers

3.1.22 South African Industry Challenges

3.2 South African Coffee Industry Sustainability (3 pages)

3.2.1 Fairtrade

3.2.2 Rainforest Alliance

3.2.3 UTZ

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3. South African Coffee Industry Continued (75 pages):

3.3 South African Coffee Manufacturer/Distributor Overview (27 pages)

3.3.1 AVI: Overview

3.3.2 AVI: Financial Performance: KEY RESULTS FROM THE AVI FINANCIAL REVIEW FOR THE YEAR ENDED 30 JUNE 2018 (IN ZAR MILLION); AVI TOTAL REVENUE FOR THE

YEAR ENDED 30 JUNE 2018 (IN ZAR BILLION) (Table and Graph)

3.3.3 AVI: Coffee Brands

3.3.4 Cafféluxe: Overview

3.3.5 Cafféluxe: Coffee Brands

3.3.6 Chilla Beverage Co: Overview

3.3.7 Famous Brands: Overview

3.3.8 Famous Brands: Financial Performance: KEY RESULTS FROM THE GROUP INTERIM RESULTS (IN ZAR THOUSAND); REVENUE GENERATED BY GEOGRAPHIC ZONES

FOR THE SIX MONTHS ENDED 31 AUGUST 2018 (IN ZAR MILLION) (Table and Graph)

3.3.9 Famous Brands: Coffee Brands

3.3.10 Jacobs Douwe Egberts: Overview

3.3.11 Jacobs Douwe Egberts: Coffee Brands

3.3.12 Jumbo Brands: Overview

3.3.13 Jumbo Brands: Coffee Brands

3.3.14 Mokate: Overview

3.3.15 Mokate: Coffee Brands

3.3.16 Nestlé South Africa: Overview

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3. South African Supplements Industry Continued (75 pages):

3.3 South African Coffee Manufacturer/Distributor Overview (27 pages)

3.3.17 Nestlé South Africa: Financial Performance: KEY RESULTS FROM THE GROUP HALF-YEAR RESULTS (IN CHF MILLION); SALES COMPOSITION FOR NESTLÉ IN THEIR

GEOGRAPHIC ZONES FOR THE SIX MONTHS ENDED 30 JUNE 2018 (IN CHF BILLION) (Table and Graph)

3.3.18 Nestlé South Africa: Coffee Brands

3.3.19 Rieses Food Imports: Overview

3.3.20 Rieses Food Imports: Coffee Brands

3.4 South African Coffee Importers and Roasters (15 pages)

3.4.1 Bean There: Overview

3.4.2 Caturra: Overview

3.4.3 Coco Safar: Overview

3.4.5 Deluxe Coffeeworks: Overview

3.4.6 Importers Coffee Merchants: Overview

3.4.7 Mastertons: Overview

3.4.8 Origin: Overview

3.4.9 Quaffee: Overview

3.4.10 Rosetta Roastery: Overview

3.4.11 Terbodore Coffee Roasters: Overview

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3. South African Supplements Industry Continued (75 pages):

3.4 South African Coffee Importers and Roasters (15 pages)

3.4.12 Tribe Coffee: Overview

3.4.13 Truth Coffee Roasting: Overview

3.4.14 SA Coffee Importers and Roasters: Other: OTHER IMPORTERS AND ROASTERS (Table)

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4. South African Coffee Retail Analysis (32 pages):

4.1 South African Franchise and Independent Coffee Shops (15 pages)

4.1.1 Dulcé Café

4.1.2 Dunkin’ Donuts

4.1.3 Famous Brands: Fego Caffé

4.1.4 Famous Brands: Mugg & Bean

4.1.5 Famous Brands: Wimpy

4.1.6 Krispy Kreme

4.1.7 McCafé

4.1.8 Peacock Coffee & Tea

4.1.9 Seattle Coffee Company

4.1.10 Starbucks

4.1.12 Vida e Caffè

4.1.13 Wiesenhof Holdings

4.1.14 Wild Bean Café

4.1.15 South African Independent and Franchise Coffee Shops: Other: OTHER INDEPENDENT AND FRANCHISE COFFEE SHOPS (Table)

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4. South African Coffee Retail Analysis (32 pages):

4.2 South African Coffee Supermarkets Overview (8 pages)

4.2.1 South African Retail Overview

4.2.2 Checkers: Overview

4.2.3 Food Lover’s Market: Overview

4.2.4 Massmart: Overview: MASSMART DIVISIONAL SALES FOR THE 26 WEEKS ENDED JUNE 2018 (IN ZAR BILLION) (Graph)

4.2.5 Pick n Pay: Overview: PICK N PAY TURNOVER FOR 26 WEEKS TO 27 AUGUST 2018 (IN ZAR BILLION) (Graph)

4.2.6 Shoprite: Overview: SHOPRITE SALES OF MERCHANDISE FOR THE 52 WEEKS ENDED 1 JULY 2018 (IN ZAR MILLION) (Graph)

4.2.7 Spar: Overview: SPAR GROUP TURNOVER FOR YEAR ENDED SEPTEMBER 2018 (IN ZAR BILLION) (Graph)

4.2.8 Woolworths: Overview: WOOLWORTHS HOLDINGS LIMITED TURNOVER AND CONCESSIONAL SALES FOR THE YEAR ENDED 24 JUNE 2018 (IN ZAR BILLION) (Graph)

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4. South African Coffee Retail Analysis (32 pages):

4.3 South African Coffee Pricing Analysis (9 pages)

4.3.1 Coffee Pricing Analysis: Franchise Coffee Shops – Dulcé Café, Dunkin’ Donuts, Fego Caffé, Krispy Kreme, McCafé, Mugg & Bean, Seattle Coffee Company,

Starbucks, Vida e Caffè, Vovo Telo, Wiesenhof, Wild Bean Café, Wimpy, and Woolworths Café – Comparative Pricing for Latte, Espresso, Americano, and

Cappucino

4.3.2 Coffee Pricing Analysis: Instant Coffee – Douwe Egberts Pure Gold, Frisco, Jacobs Krönung, Koffiehuis, Nescafé Alta Rica, Nescafé Classic, Nescafé

Ricoffy, Nescafé Ricoffy Decaf, Nescafé Gold, Nescafé Hug in a Mug, Nescafé Gold Cappuccino, Nescafé Ricoffy 3-in-1, and Nescafé Ricoffy Cappuccino -Comparative Pricing at Checkers, Pick n Pay, Shoprite, Woolworths, Food Lover’s Market, Game, Makro, and Spar

4.3.3 Coffee Pricing Analysis: Fresh and Ground Coffee – Foreign Ground Single Origin, House of Coffees, Illy, Importers Coffee, Kenna, and Mugg & Bean –Comparative Pricing at Checkers, Pick n Pay, Shoprite, Woolworths, Food Lover’s Market, Game, Makro, and Spar

4.3.4 Coffee Pricing Analysis: Coffee Capsule – Cafféluxe, LÓR, and Nescafé – Comparative Pricing at Checkers, Pick n Pay, Food Lover’s Market, Game, and Makro

4.3.5 Coffee Pricing Analysis: Importers (Coffee Beans) – Green Bean African Roastery, Legado Coffee Roasters, Mastertons, RYO Coffee, and Terbodore Coffee

Roasters – Comparative Pricing of Brand Range for 250g and 1kg packaging

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