• Niche markets - definition


    A niche combines a set of conditions that enable a single species or a single product to thrive within the greater ecological or commercial environment. While much of global coffee production consists of mainstream type coffees, there are many other coffees, often of limited availability, with greatly varying taste characteristics that appeal to different groups of consumers, and which sell at a premium over mainstream coffees. Simply put, where the producers or exporters of such a coffee and such a group of consumers get together, a niche market is created.

    Two main factors determine whether a coffee can find a niche market: quality and availability.  'Availability' is easily understood, but 'quality' is a subjective term which means different things to different people. See Chapter 11, Coffee quality.

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