On a market valued at 250-300m euros, brand addiction has beenleading to the same ranking of large companies for several years,despite the over 10m-euro annual promotion budgets thrown into thebattle. Six large companies, Kraft Foods, Strauss, Nestle, CafeaFortuna, Tchibo and Panfoods have dominated the market for manyyears, jointly generating over 90% of overall coffee salesdomestically. The market "punished" Strauss for its brand change of2008: the company lost market share and had weak performances afterrebranding Elita into Doncafe, in the wake of 15m-euro investments.On the other hand, its biggest rivals, Kraft Foods and Nestle, havechosen to develop their product portfolios of the past yearsbetting on the same brands. "Coffee is one of the food categoriesmaintaining a high tonus of consumer loyalty to the brand evenduring crisis periods," says Bogdana Baltasiu, client sales &service manager with The Nielsen Company market research firm.Almost half of modern retail customers (48%) choose to go toanother store when they do not find the coffee they look for onshelves.
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