Navigating the Finnish B2B Coffee Market
Flores Romero, Julissa Alejandra (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120231932
https://urn.fi/URN:NBN:fi:amk-2024120231932
Tiivistelmä
This study conducts market research for the commissioning company, a Honduran cooperative of coffee producers, as they explore opportunities to enter the Finnish B2B coffee market. Coffee ranks among the most widely consumed beverages globally, with Finland leading in per capita consumption. Specialty coffee, known for its high quality and unique flavour profiles, represents a growing segment in the global coffee market. This trend is particularly strong in the European markets where consumers and businesses are increasingly prioritizing sustainable and ethically source coffee products. To gain a deeper understanding of the Finnish B2B coffee market, this study explores the market conditions, competitive landscape, and the decision-making factors influencing coffee beans buyers in Finland. By investigating these areas, the study aims to devise a marketing strategy for the Cooperative to target Finnish roasteries.
The study employed qualitative methods, gathering data from in-depth interviews. The sample included 4 Finnish roasteries ranging from micro to large-scale operations located in Helsinki area. All interviewees held relevant experience in the coffee procurement process and senior positions. Interviews were held face to face at the roastery and remotely for one of the participants. All information used in context was collected through secondary data from public data, government annual reports, statistics and previous research relevant to the topic of choice. Interviews were recorded with participant consent.
The results showed that the coffee market in Finland is evolving, and the consumption of specialize coffee is growing primarily through out-of-home segment. However, economic shifts, such as inflation, tax increase and new EU import regulations, pose challenges to the industry, contributing to a decline in overall coffee demand. The industry analysis identifies Finland as a saturated market, dominated by two main key players, Paulig and Meira. The growing interest in specialty coffee among Finnish consumers has led to an increase in specialty coffee roasteries across Finland, catering to this demand.
Additionally, the study identified three priority factors for Finnish roasteries in supplier selection: 1) sustainability through ethical practices and certifications, 2) quality consistency, and 3) direct relationships. Based on these insights, the study proposes a strategy for the cooperative emphasizing these values, positioning the cooperative in the Finnish B2B coffee market.
The study employed qualitative methods, gathering data from in-depth interviews. The sample included 4 Finnish roasteries ranging from micro to large-scale operations located in Helsinki area. All interviewees held relevant experience in the coffee procurement process and senior positions. Interviews were held face to face at the roastery and remotely for one of the participants. All information used in context was collected through secondary data from public data, government annual reports, statistics and previous research relevant to the topic of choice. Interviews were recorded with participant consent.
The results showed that the coffee market in Finland is evolving, and the consumption of specialize coffee is growing primarily through out-of-home segment. However, economic shifts, such as inflation, tax increase and new EU import regulations, pose challenges to the industry, contributing to a decline in overall coffee demand. The industry analysis identifies Finland as a saturated market, dominated by two main key players, Paulig and Meira. The growing interest in specialty coffee among Finnish consumers has led to an increase in specialty coffee roasteries across Finland, catering to this demand.
Additionally, the study identified three priority factors for Finnish roasteries in supplier selection: 1) sustainability through ethical practices and certifications, 2) quality consistency, and 3) direct relationships. Based on these insights, the study proposes a strategy for the cooperative emphasizing these values, positioning the cooperative in the Finnish B2B coffee market.