In the last few years, the demand for kopi luwak coffee has been witnessing a significant upswing. It is a luxury beverage produced from coffee cherries that have been eaten and partially digested by civet cats. Rapidly expanding civet coffee tourism in Indonesia provides an impetus to the market growth.
Traditionally, the kopi luwak coffee was made using the excretion of civet cats collected from the forests. The traditional way of production makes it expensive due to its superior quality and smoothness when compared to other coffee types. Rising awareness about the health benefits and use of wild civet droppings for the production fosters the market growth.
As per the data above, the global coffee consumption is growing at an exponential rate, with Europe accounting for the highest coffee consumption. There is a rise in demand for exotic coffee from the high-income countries and traditional markets owing to the presence of consumers with high spending power.
Plethora Health Benefits of Kopi Luwak Coffee to Drive the Market Growth/ Type 2 Diabetic Patients to Be the Leading Coffee Consumers
Along with its exotic taste, kopi luwak coffee is known to protect teeth and prevent oral cancer due to its anti-bacterial properties. It is considered ideal for ulcer patients and people suffering from digestive issues owing to its low acidic concentration. Additionally, the demand for kopi luwak coffee is largely driven by Type-2 diabetic patients as it helps in controlling diabetes, unlike regular coffee, which suppresses the body’s insulin resistance. The demand for kopi luwak coffee for its exotic taste and health benefits has laid down a promising future for the kopi luwak coffee market.
Indonesia: One of the Leading Tourist Places across the Globe/ Increasing Demand for Luxury Travel to Drive the Demand for Kopi Luwak Coffee
Rising disposable income has resulted in a higher standard of living and increased the demand for luxury travel. Travelers seek unexplored and exotic destinations across the globe. Indonesia has emerged as one of the leading tourist places owing to its beaches and scattered islands. Every year, almost 3.8 million tourists visit Bali and participate in activities that fuel the kopi luwak coffee market. As per Indonesia’s statistics bureau, foreign tourist arrivals reached 15.8 billion in 2018, with a 13% rise than the previous year. Apart from this, the travel blogs on social media are considered as a significant driving factor for the kopi luwak coffee market.
Millenials to Be the Largest Consumers of Kopi Luwak Coffee
Changing demographics across the globe has largely affected the demand for coffee. In recent times, the market witnessed a huge demand for specialty coffees from millennials. Millennials account for a significant percentage of the world’s coffee drinkers and are shifting towards specialty coffee due to debouching coffee trends. In the U.S., millennials have the highest demand for specialty and curated beverages, further driving the market growth.
Growing Concerns and Several Guidelines over Production Process to Impede the Market Growth
Rising concerns regarding the production method of kopi luwak coffee hinder market growth. Most of the kopi luwak is sourced from wild civets captured from forests and kept on farms to produce a huge quantity of coffee beans. Several non-profit organizations such as the Bali Animal Welfare Association (BAWA) and the Sustainable Agriculture Network Standards have issued guidelines on caged civet for coffee production. In response to the regulations, some of the key players in the market are striving to create a forest kind atmosphere for the civets to enhance the coffee quality, further driving the market growth.
Kopi Luwak Coffee Market: Segmentation
Rising Popularity and Adoption of Online Retail to Drive the Segment Growth/ Shifting Preference of Leading Players Towards Online Retail Drives the Segment Growth
As the e-commerce market is booming, it has compelled many key players to adopt the omnichannel strategy to generate higher revenues. Consumers across the globe are seeking convenience and enhanced customer service, leading to increased online shopping activities. As the number of internet users is increasing, the exotic coffee producers are partnering with other e-commerce websites and focusing on their digital presence to gain a competitive edge
Figure: Share of World Population Using Internet, 2010–2016
As per the World Bank statistics, about 45% of the world population uses the internet, further increasing the virtual presence of kopi luwak producers. Moreover, the emergence of the D2C (Direct-to-Customer) concept in the consumer goods market is compelling the kopi luwak producers to adopt online sales channels. Leading players such as Lavanta Coffee Roasters have their own website integrated with online shopping options. The increasing number of people using the internet is projected to provide an impetus to the market growth.
Brazil, Columbia, and Costa Rica to Be the Leading Producers of Arabica Beans
Globally, most of the coffee sold in the global market is usually a combination of arabica and robusta beans. Wild production of kopi luwak coffee largely depends on the civet cat’s preference for coffee cherry as their food. Most of the caged cats are fed with arabica or robusta coffee beans due to their easy availability and large-scale productions in South America and Asia-Pacific. Arabica beans, on the other hand, are extensively grown in South American countries such as Brazil, Colombia, and Costa Rica. Indonesia’s coffee exports consist of around 80% of robusta beans.
Indonesia to Spearhead Asia-Pacific’s Kopi Luwak Coffee Market/ Indonesia, China, India, Cambodia, and the Philippines to Be the Leading Producers of Kopi Luwak Coffee
Asia-Pacific dominates the kopi luwak coffee market and will continue the same during the forecast period. Indonesia spearheads the market as it is backed by the presence of Asian palm civet cats in the islands of Java and Sumatra, and the country ranks fourth after Brazil, Vietnam, and Colombia. As per the Ministry of Commerce Data as of 2018, the Indonesian coffee exports were valued at USD 123.6 million, and more than 60 percent of the country’s production is exported.
The Indonesian farmers in co-operation with relevant organizations and ministries are planning to expand their coffee plantations, while rejuvenating old plantations, further increasing the kopi luwak productivity. As per the data published by the Indonesian Coffee Exporters Association (AEKI), Indonesia’s coffee production is projected to reach a target range of 900,000 to 1.2 million tons per year in the coming ten years.
As both the global and domestic demand for kopi luwak coffee is rising, the Indonesian coffee market presents ample opportunities for investments. Apart from Indonesia, China, Vietnam, India, Cambodia, and the Philippines are leading producers of kopi luwak coffee. Recently, India started the production of kopi luwak coffee on a small scale and is expected to serve the coffee locally, as per the Coorg Consolidated Commodities. The beverage is popular in the Gulf and Europe, where civet coffee is sold around USD 200–250 per kg.
Top Five Coffee Bean Exporting Countries in 2019–2020 (in thousands 60 kg bags)
Kopi Luwak Coffee Market Segmentation
By Distribution Channel
By Coffee Feed Type
By Coffee Type
Frequently Asked Questions (FAQs)