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207	207	Coffee has four sub-segments: Roast & Ground, Beans, Pods and Instant Coffee. Affordable ground and instant formats are more prevalent in early stage markets like Asia, Africa and the Middle East (where Tea is the primary beverage of choice) while Roast & Ground and Pods are more prevalent in countries with an evolved café culture. The company's largest play in coffee is in USA with the Eight O’ Clock coffee brand.
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209		-The USA market has been witnessing a slowdown of growth and an increase in competitive intensity. The growth is either being driven by: (i) premium/food service brands (such  as Starbucks and Dunkin Donut) that are over-investing in promotions/discounts; (ii) small niche brands that are capitalising on trend of artisanal, single-origin coffees; and (iii) private label (retailers look at SKU rationalisation and restrict shelf choice to a few select brands).
	209	+The USA market has been witnessing a slowdown of growth and an increase in competitive intensity. The growth is either being driven by: (1) premium/food service brands (such  as Starbucks and Dunkin Donut) that are over-investing in promotions/discounts; (2) small niche brands that are capitalising on trend of artisanal, single-origin coffees; and (3) private label (retailers look at SKU rationalisation and restrict shelf choice to a few select brands).
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211	211	Consumers are looking at authentic and premium choices in coffee, and there have been several new launches targeting the trend (like the company launched Barista Blend and Flavors of America). Consumers are also more conscious about their choices and want to select healthier options.
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