Business
From Bean to Brew: The Coffee Supply Chain
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What Does The Coffee Supply Chain Look Like?
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There’s a good chance your day started with a cappuccino, or a cold brew, and you aren’t alone. In fact, coffee is one of the most consumed drinks on the planet, and it’s also one of the most traded commodities.
According to the National Coffee Association, more than 150 million people drink coffee on a daily basis in the U.S. alone. Globally, consumption is estimated at over 2.25 billion cups per day.
But before it gets to your morning cup, coffee beans travel through a complex global supply chain. Today’s illustration from Dan Zettwoch breaks down this journey into 10 distinct steps.
Coffee From Plant to Factory
There are two types of tropical plants that produce coffee, both preferring high altitudes and with production primarily based in South America, Asia, and Africa.
- Coffea arabica is the more plentiful bean, with a more complex flavor and less caffeine. It’s used in most specialty and “high quality” drinks as Arabica coffee.
- Coffea canephora, meanwhile, has stronger and more bitter flavors. It’s also easier to grow, and is most frequently used in espressos and instant blends as Robusta coffee.
However, both types of beans undergo the same journey:
- Growing
Plants take anywhere from 4-7 years to produce their first harvest, and grow fruit for around 25 years. - Picking
The fruit of the coffea plant is the coffee berry, containing two beans within. Ripened berries are harvested either by hand or machine. - Processing
Coffee berries are then processed either in a traditional “dry” method using the sun or “wet” method using water and machinery. This removes the outer fruit encasing the sought-after green beans. - Milling
The green coffee beans are hulled, cleaned, sorted, and (optionally) graded.
From Factory to Transport
Once the coffee berry is stripped down to green beans, it’s shipped from producing countries through a global supply network.
Green coffee beans are exported and shipped around the world. In 2018 alone, 7.2 million tonnes of green coffee beans were exported, valued at $19.2 billion.
Arriving primarily in the U.S. and Europe, the beans are now prepared for consumption:
- Roasting
Green beans are industrially roasted, becoming darker, oilier, and tasty. Different temperatures and heat duration impact the final color and flavor, with some preferring light roasts to dark roasts. - Packaging
Any imperfect or somehow ruined beans are discarded, and the remaining roasted beans are packaged together by type. - Shipping
Roasted beans are shipped both domestically and internationally. Bulk shipments go to retailers, coffee shops, and in some cases, direct to consumer.
Straight to Your Cup
Roasted coffee beans are almost ready for consumption, and by this stage the remaining steps can happen anywhere.
For example, many factories don’t ship roasted beans until they grind it themselves. Meanwhile, cafes will grind their own beans on-site before preparing drinks. The rapid growth of coffee chains made Starbucks the second-highest-earning U.S. fast food venue.
Regardless of where it happens, the final steps bring coffee straight to your cup:
- Grinding
Roasted beans are ground up in order to better extract their flavors, either by machine or by hand. The preferred fineness depends on the darkness of the roast and the brewing method. - Brewing
Water is added to the coffee grounds in a variety of methods. Some involve water being passed or pressured through the grounds (espresso, drip) while others mix the water and grounds (French press, Turkish coffee). - Drinking
Liquid coffee is ready to be enjoyed! One average cup takes 70 roasted beans to make.
The world’s choice of caffeine pick-me-up is made possible by this structured and complex supply chain. Coffee isn’t just a drink, after all, it’s a business.
Markets
Swiss Watches: Market Share by Brand in 2023
In this graphic we rank the top Swiss watch brands, based on their estimated 2023 market share.
Swiss Watches: Market Share by Brand in 2023
This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources.
Swiss watches are renowned for their precision, craftsmanship, and quality. In this visualization, we rank the top Swiss watch brands based on their estimated 2023 market share, which comes from data provided by LuxeConsult and Morgan Stanley.
Rolex Dominates the Swiss Watch Market
Sales of Rolex watches are believed to have surpassed 10 billion Swiss francs ($11.2 billion) for the first time in 2023, significantly outpacing rivals like Cartier CHF 3.1 billion ($3.5 billion) and Omega CHF 2.6 billion ($2.9 billion).
Additionally, Rolex has strengthened its dominant position in the market, capturing a remarkable 30.3% retail market share.
Brand | Market Share (%) |
---|---|
Rolex | 30.3 |
Cartier | 7.5 |
Omega | 7.5 |
Patek Philippe | 5.6 |
Audemars Piguet | 4.9 |
Longines | 3.4 |
Richard Mille | 3.1 |
Vacheron Constantin | 2.7 |
Tissot | 2.5 |
Breitling | 2.4 |
IWC | 1.9 |
Hublot | 1.9 |
Jaeger-LeCoultre | 1.7 |
TAG Heur | 1.7 |
Other | 22.9 |
In 2023, the Swiss watch industry achieved record sales totaling CHF 26.7 billion ($30 billion). The “Big Four” watch brands—Rolex, Patek Philippe, Audemars Piguet, and Richard Mille—achieved a combined 43.9% market share last year, compared to a pre-Covid 2019 market share of 36.9%.
Also noteworthy is that Vacheron Constantin joined the billionaires’ club as the 8th brand to surpass CHF 1 billion in sales, reaching CHF 1.097 billion ($1.23 billion).
In conclusion, premium watches priced over CHF 25,000 ($28,000) drove 69% of the market’s growth in 2023, and constituted 44% of the total value of Swiss watch exports. Despite this significant value contribution, this segment represents only 2.5% of the total volume in terms of units sold.
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