Microground sales up 38% in declining instant sector

Sainsbury’s and The Co-op Group are launching own-label lines into the booming micro-ground coffee market.

Sainsbury’s is rolling out an Instant Whole Bean coffee under its Taste the Difference label from 18 May and The Co-op is launching a Colombian Fairtrade Fine Bean Coffee on 26 May.

In a declining instant coffee market, sales of microground coffee have risen 38% to £50m [IRI 52 w/e 29 March 2014] to account for 6.8% of the sector. Growth had been driven by leading brands Millicano and Azera, said analysts IRI.

The market is tipped to be worth up to £75m by the end of this year.

Morrisons, Tesco and Waitrose already sell own-label microground.