France: Complexity and Opportunities for Coffee Machine Players
In a coffee long tradition country like France, the scenario in terms of coffee machines is almost saturated, with the distribution in the hands of coffee roasters that keep the relation with part of the channel players, above all bars and restaurants.
The competitive rivalry is high but the level of concentration of competitors (middle) and the kind of substitute products give to new and old players the chance to find new niches to differentiate their strategy.
As the market is saturated for the traditional coffee machine manufacturers, the levels that operators play are mainly price and quality of coffee in cups.
The opportunity for new and old players to make way in such a crowd market is focusing on substitute products, as the capsule trend has been showing in the last years.