Café: Should we let go of Nespresso for its competitors?
What else?Coffee capsules compatible with the Nespresso system, there is now a profusion of them...Espresso gold at Sara Lee, Ethical Coffee Company, the biodegradable pods imagined by the designer of Nespresso who has become competitor of his former employer and, more recently, Carte Noire for the American group Mondelez....Not to mention the distributor brands and the self -employed.To this, we should add the other machines with ad hoc "cartridges" like that of Starbucks, and of course Dolce Gusto de Nestlé or Senseo at Sara Lee and Tassimo de Mondelez who compete Nespresso in more ways than one title.
Faced with such an abundance, there is no need to abuse coffee to get dizzy.To find your way around, here is a review of the main offers on the market.
Price: Between 0.35 and 0.42 euros the distribution capsulecircuit: available only in Nespresso store or on the Internet
So, certainly, you are part of the "Nespresso club", the house ends up knowing your tastes - by registering all your purchases -, with each trip to a channel shop, a coffee is offered to you and once yourshopping, you feel like you are leaving with a jewelry bag...But, as for any "luxury" product, these services have a price.In this case, some 70 euros per kg of coffee!
"No one does this calculation," notes Pierre-Louis Desprez Managing Director of Kaosconsulting, specialist in brand strategies and innovation.In fact, Nestlé has made its "system" a high -end product, even hiring a muse "as for scents and luxury products".
And hire George Clooney to vibrate the housewife, obviously, it works, since the group has managed to bring in millions of kitchens compatible with very studied design.Besides, they are no longer vulgar "coffee makers" points out the marketing specialist.And sometimes even, they are exhibited in the living room.
Even more than the image, the whole model is now a school case.His strong points?The "co-branding" with Krups and Magimix rather than a simple subcontracting for the manufacture of machines.Above all, the very fact of not being available in supermarkets "avoids any comparison" of price with other products, points the brand expert.
An implacable strategy that gives the feeling of "living a unique experience every day at home".Result: the brand and the product are today experienced as essential to the point that "taking a nespresso" has become an expression of everyday language which "will soon enter the dictionary, in the same way as Kleenex", notes Pierre-Louis Desprez.
The price: 0.33 euros per capsule Distribution circuit: supermarkets
Luxury, voluptuousness, the exception...Mondelez to take out a game of a game similar to that of Nestlé for its compatible black cards launched in October launched in October.The second second world player in the sector and first in France already sells capsules for its own Tassimo system.The American group intends to compete with its Swiss opponent on its own land for a cost by capsule barely cheaper, but available in conventional circuits.
Price: 0.29 euros per capsule for the cheapest range of distribution: supermarket
Maison du Café (Sara Lee group) has developed its own collection in supermarket since 2010 since 2010.The group also offers its own system with the Senseo machine.But, with a growth of 30% per year according to the Nielsen Institute cited by LSA-Conso, the Nespresso compatible capsule market explodes, even if it represents only 10% of the total revenues generated by the sale of single-compartment coffee.
The machine market for using these capsules is also in full boom.The American channel Starbucks, for example, launched its recently.In total, sales of pods in all brands combined in supermarkets and e-commerce sites in France represents a turnover of 793.7 million euros in 2013.A figure transmitted for the gallery by the IRI firm, specializing in distribution.In all, 41.2 thousand tonnes of pods have been sold in this classic circuit in France since the start of the year.
Price: 0.29 euros The distribution capsulecircuit: supermarkets
The baby of Jean -Pierre Gaillard, the man who "invented" the concept of the "Nespresso club" targets the same population as Nestlé - well -supplied wallets - with an "thing" in addition: he calls for the ecological rope.Unlike the capsules of the Swiss giant, hers are biodegradable, even if Nestlé tries to "green" her image by promising to recycle her capsules.If some machines block when they are used with ECC pods, it is to believe the company of Jean-Pierre Gaillard, because its competitor "embittered" (sic) has designed machines that reject them.
Price: Between 0.25 and 0.27 euroscircuit: supermarket or approved resellers, specialized e-commerce sites
Besides major brands, distributors also begin to offer their compatible capsules.Casino subcontracts his own at Ethical Coffee Company and markets them 0.25 cents per unit per box of ten.
For fine taste buds that are looking for rarer perfumes, there are also alternative and cheaper solutions.More confidential roasting like Cap'mundo or Coffee Lands in France, Vergnano or Impresso in Italy, encapsulate their own mixtures for Nespresso systems and market them on the Internet or with independent resellers.Their prices, declining depending on the number of pods ordered can descend the capsule to 27 cents, or about 23% less than Nespresso.
Fair coffee pros have also started there.The Breton roaster Lobodis, labeled Max Havelaar, for example, offers in several large distribution brand its range from 0.29 cents per capsule.
Price: Return to 0.16 cents the distribution capsulecircuit: Internet and independent burns
A little elbow oil, an ounce of patience and this solution will save you a few hundred euros per year.For 9.95 euros per sachet of 100 empty capsules and 3.04 euros on average the sachet of 250 grams of ground Arabica coffee (price noted in the trade recorded in August 2013 by INSEE), this solution allows you to offerany roasted coffee in the form of an espresso for 0.16 cents on average (it takes 5 grams per capsule).These disposable capsules to fill yourself can be purchased by pack of 100 on specialized websites or from independent coffee sellers.
Price: comes back to just over 0.06 cents per cup (once the cupsule is cushioning) Distribution circuit: online sale
The Coffeeduck brand, for example, markets reusable plastic capsules sold on the Internet for 14.95 euros per four pods and 3.50 euros in shipping costs.At the rate of two cups of coffee per day, the average annual consumption of French, and not counting the price of the machine, using this method costs a total of 62.85 euros the first year.The irreducibles of the "Nespresso club" agree to pay 199.65 more each year.And this, only if they only opt for the cheapest nectars offered by Nestlé...But then again, you have to have the patience to fill your little capsule and tamp.
The most economical will be able to test the D system (take a capsule watch, cut the seamless, clean the marc, put back ground, tamp, close with aluminum foil).At their own risk: such "hacking" may block the device.However, the guarantee conditions of the machines are rather restrictive.
So who will draw the best juice from this expanding market?Nespresso still seems to have a good step ahead and "can continue to develop on the markets that are growing, such as Asia, the Middle East, South America, North etc..To become a global brand ", supposes Pierre-Louis Desprez.So, George, ready to resume service?
Marina Torre8 minutes
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