One of the most promising markets, with growth rates among the highest in the global consumer market and a very wide-range of product offerings. An incredible evolution, that of the portioned coffee market, one that started in 2002/2003 and continues to undergo effervescent growth and transformation: the traditional offer of a “simple” raw material/commodity (whole or ground beans) became a consumer product/service (coffee ready to serve in the cup). A transformation validated by the latest consumer trends and the explosive dynamics of a wide variety of open – semi-open – closed and multi-beverage system offerings. Plastic and aluminium characterize the so-called closed systems, while paper is predominant in open systems, which give consumers true freedom of choice. All of these systems still hold immense potential for growth. The solutions launched on the portioned coffee market, supported by suitable distribution and information, scored premium prices and the immediate approval of consumers, whose loyalty could be ensured through long term subscriptions and accessories.
We are witnessing a phenomenon that is not an evolution, it is a revolution that responds to the needs of the consumer. The key lies in giving anyone (expert or not) the opportunity to make themselves a good cup of coffee in a way that is simple, clean, efficient and in the case of paper pods, also eco-friendly.
Gone are the days when only a few, elite connoisseurs could make good coffee at home (with coffee grinder, machine and accessories taking up a lot of kitchen space); today espresso (and other things) can be made easily and cleanly (since it is pre-measured and packed) in a minimal amount of space and readily enjoyed at home, at the office, at restaurants, on airplanes and so on. This also includes all places where the amount of coffee to be made could not possibly justify (or allow) using “professional” equipment.
A little more than ten years ago this was made possible by a “system” (machine+coffee serving) that delivers excellent coffee right into the cup of the consumer time after time, regardless of daily consumption habits or … expertise.
In full respect of the best coffee preparation traditions (most clearly demonstrated by the paper pod), certain variables that are important to yield a beverage of good quality (grind size; tamping pressure; water temperature; flow speed etc.) have been resolved uphill, to replicate the “touch” of a professional barista out of a true and proper coffee bar.
Until five years ago, a few operators who only offered “closed systems: dominated this market: the same company sold coffee and machines, which worked exclusively with each other. This effectively obligated the customer to use products made by that company. Today the situation is vastly different also because these options are now flanked by “semi-open” and completely open systems (like machines and pods that bear the E.S.E. mark). This means that today the consumer can freely choose and use different combinations of brand name coffee and machines.
The Consortium E.S.E. felt it was important to provide the single-servings coffee market with guidelines by which to start defining its basis and systems.