Melitta North America
Melitta North America produces filter papers and roasted coffee, both for consumers under the Melitta® brand and for the B2B market. Its core markets are the USA and Canada but its products are also marketed in Mexico, Central America, and the Caribbean.
Key Figures ’20
Sales in € thous.
2020
117,253
2019
101,970
Employees, full-time employees, annual average
2020
160
2019
120
Our highlight of the year
Record coffee filter sales
As a result of the pandemic, people drank significantly more coffee at home in 2020 – and attached great importance to quality and branded products. This resulted in a new sales record for Melitta North America’s coffee filter category. Sales volumes increased significantly in both the USA and Canada: Melitta® filter papers recorded growth rates of over 20 percent. In both countries, the market share of the Melitta® brand grew strongly in the past fiscal year.
Our positioning
In North America, Melitta® is the leading brand of coffee filters. In the B2B segment, Melitta North America is a brand-oriented, premium coffee roaster with highly flexible capabilities. Under the slogan “Join the Pursuit for Better Coffee”, the brand stands for high-quality products that satisfy the needs of discerning customers.
Our strategy
In the B2C segment, Melitta North America’s objective is to further expand its position as the market leader for filter papers. In order to achieve this goal and differentiate itself from the competition, the operating division will focus in particular on the topics of sustainability and innovation. As e-commerce is growing increasingly important, there are also plans to further expand the operating division’s online presence. In the B2B segment, Melitta North America aims to further diversify its customer base, product range and add equipment for the out of home channel.
Market and business trends in 2020
In 2020, the COVID-19 pandemic led to a sharp increase in demand for coffee filter papers. Melitta North America achieved record sales volumes with its branded filter papers. As the pandemic accelerated the trend toward online shopping, the operating division also achieved high growth in this segment. In its B2B segment, Melitta North America once again acquired several major customers while growing over 30 %.
Outlook 2021
Melitta North America plans to press ahead with several strategic projects in the current fiscal year. These include, first of all, sustainability certifications for filter papers produced by the operating division. Secondly, a further expansion of online business and raising of brand awareness. Moreover, additional customers are to be acquired in the B2B segment and new products launched on the market. In Canada, the whole bean segment is also to be marketed more intensively in order to expand market share. Finally, the Canadian division plans to raise awareness of the new single-serve product range in 2021.