Consumers
 

Coffee consumption

Europeans are the biggest coffee drinkers; they consume almost 2 million tons per year. Europe, the biggest market for coffee, accounts for 40% of world demand, the United States 25% and Japan 10%. But coffee consumption in these countries is stagnant. Brazil has the fastest-growing domestic coffee market; the better quality coffee enjoying a rapidly increasing demand. Coffee for home consumption is bought from supermarkets. Brand loyalty is high among consumers, who tend to prefer the well-known roasters and own-brands.

 

Fairer trade

Intergovernmental organisations, civil society groups and an increasing number of people in the industry itself, now recognise the vital importance of a fairer coffee trade. There is general agreement that fundamental changes need to be made for the future sustainability of the market, the millions of people dependant on coffee production, and indeed, the quality of the coffee itself. The emerging certified coffee market is a part of the solution.

 

Consumer’s choice

Certified coffees come with an independent guarantee of having been produced in accordance with a set of specific standards relating to fair trade, environmental protection and social development. The major production standards in coffee are Fairtrade, Organic, Rainforest Alliance and Utz Certified. When consumers choose a coffee product with a certification label, they are making a positive difference. A fair and just coffee industry requires transparency and sustainability; from the worker in the field, right through to the final product on the supermarket shelf. The certified coffee market is a significant step in this direction