America's largest coffee consumption in the world

     America's largest coffee consumption in the world

       Average number of import requests the world in the 1999-2004 period was only 6.9 million tons. The biggest demand from America is amounting to 1.4 million tons, followed by Europe 2.8 million tons, Africa 334 thousand tons, Asia Pacific 670 thousand tons, and consumption of producer countries 1.8 million tons (LMC, 2006). The rate of increase in production drastic world coffee since 1999 this has caused coffee prices to fluctuate with a downward trend.

       Table 3 shows the average consumption coffee in several importing countries. In the period 1990-1993, the average consumption the total per year in the importing country is 3.6 million tons, while the average world coffee consumption per year is 4.4 million tons. Furthermore, in the period 2000-2003, the rate of increase consumption in the relative exporting country high, which is seen from the average consumption the world increases to 4.9 million tons per year, while the total consumption average in countries importing only becomes 3.7 million tons. The highest average per capita consumption is achieved by Finland 11.2 kg per year in the period 2000-2003 (ICO, 2004). Next sequence occupied by Norway and Denmark with the level of consumption per capita of each 9.1 kg and 8.9 kg per year.

      In the period 1990-2003, consumption the total appears to be declining due to a decrease in consumption per capita per year in several countries importer. Decreased average consumption per capita per year, among others, occurs in Denmark (15.3%), Finland (10.3%), France (4.9%), Germany (12.5%), Netherlands (32.5%), Norway (10.9%), Sweden (22.9%) and the United States (8.4%). In the past ten years (1993-2003), per capita consumption per year at overall importing country down around 4.47 percent. Increased consumption per highest capita recorded in Belgium (53%), Greece (46.9%), Italy (14.6%), Japan (19.7%) and Portugal (40.4%).

         Per capita consumption in producer countries generally still very low. In 2001, consumption per capita was at Indonesia, Vietnam and India respectively 0.62, 0.36 and 0.24 kg per capita. Brasilia is a producer country with consumption highest per capita. In 1965, consumption reached 4.72 kg, but at in 1985 it dropped to 2.27 kg and later rose to 3.99 kg per capita at 2001 (ITC, 2002).

       Based on product type, coffee imports generally done in the form of coffee beans (SITC 0711) which is equal to 87.9 percent and a small portion in the form of roasted coffee (SITC 0712) of 6.1 percent and coffee dissolved (SITC 0713) of 6.0 percent. The share of US imports in the coffee market seeds appear to be declining, in contrast to the share of imports Germany and Japan tend to increase. Thing this is caused partly by coffee consumption per capita in the United States that continues decreases over time though total consumption seems to have increased slightly. From Table 4 shows that the volume of coffee imports processed by major consumer countries shows increasing tendency. Although processed coffee exports from countries producers only increase relatively small, but processed coffee imports by the United States, Germany and Japan tend to increase, which indicates that the industry coffee processing in consumer countries others are growing rapidly, especially in Italian, French and British countries.

        Therefore, if Indonesia wants to increasing its share in the processed coffee market must strive 

seriouslycan compete in the world processed coffee market. Export of processed coffee to consumer

 countries the main is mainly constrained by import tariffs high, which is around 12-20 percent 

(ITC, 2002). In addition, consumers often have different tastes and more like to mix yourself. 

While the countries consumers have experience in roasting and blending coffee. Effort the 

development of the processed coffee industry must be done with careful consideration because the 

coffee roasting and blending industry requires large economies of scale.