联合国贸易发展委员会-埃塞俄比亚咖啡烘焙商和烘焙咖啡出口商的主要出口市场分析（英）-2021.11-62页_1mb

Summary of the Document: Analysis of Key Export Markets for Ethiopian Coffee Roasters and Exporters of Roasted Coffee

Core Content

This document provides an analysis of key international markets for Ethiopian roasted coffee, focusing on the European Union, Saudi Arabia, South Africa, China, and the Republic of Korea. It also reviews best practices from the Colombian coffee industry, which has successfully expanded its roasted coffee exports, and offers recommendations to Ethiopian roasters and authorities to enhance their export capabilities.

Main Selection Criteria

The methodology used to select the target markets is based on three main criteria:

1. Green coffee exports (Ethiopia) – Indicates the existing commercial relationship between Ethiopia and the destination market.
2. Roasted coffee imports (worldwide) – Reflects the size and activity of the roasted coffee market in the destination country.
3. Roasted coffee exports (Ethiopia) – Shows the extent of Ethiopia's current roasted coffee exports to the destination market.

These criteria were normalized and combined to generate a total score for each market, which was used to rank and select the most promising markets for in-depth analysis.

Key Findings and Market Selection

Global Results

• Europe and North America (non-emerging markets) showed consistent performance across the three criteria.
• Middle East: Saudi Arabia, United Arab Emirates, and Israel were the top markets.
• Asia: Japan, Republic of Korea, and China were the leading markets.
• Africa: South Africa and Sudan stood out, with South Africa being the top market.
• Oceania: Australia and New Zealand were the top markets.
• Latin America: Brazil was the only country among the top 50.

Market Selection for In-depth Analysis

• Middle East: Saudi Arabia, United Arab Emirates, and Israel.
• Asia: Republic of Korea and China.
• Africa: South Africa.
• Europe: The EU-15, with the Netherlands as the main market.
• Oceania: Not selected due to limited potential.

Market Profiles

1. European Union

• Market Trends and Consumer Preferences:
  • There is a growing demand for high-quality specialty Arabica beans, particularly in north-western Europe.
  • Consumers are willing to pay premium prices for coffees with high cupping scores (above 80 points).
  • Lighter roasts are preferred in the specialty segment due to the use of higher-quality beans.
• Roasted Coffee Imports:
  • The Netherlands is the main market for Ethiopian roasted coffee, followed by Germany.
  • The EU-15 as a whole has a mature market with diverse coffee-drinking traditions.
• Trade Channels and Transportation:
  • The Netherlands has a well-established distribution network for specialty coffee.
  • Transportation options include air and sea freight, with considerations for product freshness and quality preservation.
• Legislative Requirements:
  • Compliance with food safety, labelling, and packaging regulations is essential.
  • Import tariffs vary, but they are generally lower in the EU due to trade agreements.
• Interesting Resources:
  • Events and trade fairs provide opportunities for market exposure and buyer connections.

2. Saudi Arabia

• Market Trends and Consumer Preferences:
  • There is a rising interest in specialty coffee, with a growing number of consumers willing to pay more for quality.
• Roasted Coffee Imports:
  • Saudi Arabia imports roasted coffee from various countries, with Ethiopia being a potential supplier.
• Trade Channels and Transportation:
  • The market is accessible through established importers, but requires local partnerships.
  • Transportation options include air and sea freight, with emphasis on maintaining product quality and freshness.

3. South Africa

• Market Trends and Consumer Preferences:
  • South Africa has a scalable coffee market with growing consumer interest in specialty coffee.
• Roasted Coffee Imports:
  • South Africa is a key market for Ethiopian roasted coffee, with a relatively stable economic environment.
• Trade Channels and Transportation:
  • The market is accessible through local distributors and importers.
  • Transportation options are well-established, with a focus on cost-efficiency and quality preservation.

4. China

• Market Trends and Consumer Preferences:
  • Coffee consumption is growing, with a strong interest in specialty and organic coffee.
• Roasted Coffee Imports:
  • China imports roasted coffee from several countries, with a high volume of imports.
• Trade Channels and Transportation:
  • The market is accessible through both direct and indirect channels.
  • Transportation from Ethiopia to China is mainly via sea, with considerations for freshness and logistics.

5. Republic of Korea

• Market Trends and Consumer Preferences:
  • There is a growing demand for specialty and organic coffee, with a preference for high-quality products.
• Roasted Coffee Imports:
  • The Republic of Korea has a significant market for roasted coffee, with strong import activity.
• Trade Channels and Transportation:
  • The market is accessible through established importers and local distribution channels.
  • Transportation options include air and sea freight, with emphasis on cost and time efficiency.

Best Practices from Colombia

Colombia has successfully expanded its roasted coffee exports through the following practices:

• Institutional Framework:

  • Free trade agreements reduce import tariffs for roasted coffee.
  • A strong regulatory framework ensures quality control and origin protection.
  • The use of the "Café de Colombia" logo is regulated and helps in branding.
  • The National Federation of Coffee Growers represents the industry in international markets.
  • PROCOLOMBIA plays a key role in export promotion and market access.

• Commercial Practices:

  • Product and segment diversification helps in market penetration.
  • Utilizing different distribution channels increases market reach.
  • Private-label manufacturing is an effective alternative for market entry.
  • Investing in quality through capacity-building and training is crucial.
  • Creating a culture of quality in the domestic market supports export success.
  • Benefit-sharing mechanisms ensure that profits return to farmers.

Recommendations for Ethiopia

Institutional Recommendations

• Institutionalize the roasted coffee sector to ensure sustainable growth.
• Improve quality through capacity-building and training.
• Develop a market information system to track trends and opportunities.
• Investigate transportation, logistics, and packaging solutions to maintain product freshness.
• Comply with legislative requirements and import regulations.
• Develop a strategic marketing and promotional message to appeal to international consumers.

Commercial Recommendations

• Promote Ethiopian specialty roasted coffee at trade fairs and events.
• Distribute roasted coffee through strategic local partners in destination markets.
• Explore alternative distribution models to enhance market access and efficiency.

Conclusion

This report highlights the potential of several key markets for Ethiopian roasted coffee exports and outlines strategies and practices that can help Ethiopian roasters and exporters to successfully enter and expand in these markets. The recommendations aim to support both public and private stakeholders in enhancing the competitiveness and value addition of Ethiopia's coffee sector in the global market.