en.Wedoany.com Reported - Rodrigo Tercero Gómez, General Manager of Tostacafé (Oma brand), recently stated that despite fluctuations in international coffee prices, consumption in the Colombian market has not declined; instead, there is a trend toward shifting to high-value-added products. In a market with an annual transaction volume of 2.2 million bags and a household penetration rate of 99%, consumers are more willing to pay higher prices for high-quality coffee.
According to Gómez, Colombia consumes approximately 2.2 million bags of coffee annually, each weighing 60 kilograms, while global consumption stands at 177 million bags. Colombia's production in the previous season set a record of nearly 15 million bags, with an estimated 12.8 million bags expected this year. As the world's third-largest coffee producer, Colombia prioritizes quality, with production distributed across 540,000 households.
Nielsen data shows that Colombian coffee powder consumption exceeds $500 million, growing 40% over the past two years, driven both by increased consumption volume and consumers' willingness to pay higher prices per cup. Gómez noted that despite recent price increases due to supply and demand dynamics, consumption has not halted. The raw material cost for a cup of specialty coffee ranges from 700 to 1,000 Colombian pesos, still considered an affordable option.
In terms of consumption patterns, Colombians are gradually shifting from merely drinking coffee in cafes to brewing high-quality coffee at home. The fastest-growing segments are specialty coffee and coffee beans (for home grinding), with growth rates exceeding 20% and 30%, respectively. Gómez predicts that within the next five to ten years, the Colombian market may enter a phase where only specialty coffee is consumed.
According to Gómez, the Oma brand currently offers premium series such as Premium, Breakfast Blend, and Excelso, with Excelso and Premium available in whole bean form, representing the fastest-growing product lines. The company plans to venture into specialty coffees of exotic varieties by the end of this year. Additionally, Oma has already established operations in the Paraguayan market and will enter several countries this year, including Argentina and Chile, for market exploration.
Gómez assumed the role of General Manager of Tostacafé (Oma brand) in the second half of 2024. His career has focused on senior management positions in food and mass consumer goods companies, specializing in business growth, operational efficiency, and commercial transformation.
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