Espresso coffee market size to grow by USD 4,559.96 million between 2022 and 2027; Growing demand for espresso coffee and the increasing penetration of espresso coffee machines identified as key trend - Technavio
Technavio's latest report forecasts the global espresso coffee market to grow by USD 4,559.96 million from 2022 to 2027, with a CAGR of 5.84%. Key drivers include rising demand among younger consumers and health benefits associated with espresso, such as lower risks of heart disease and Alzheimer's. The shift towards home brewing, particularly post-COVID-19, is boosting espresso machine sales in residential and office settings. However, the market faces challenges from fluctuating raw material prices. The report also segments the market by end-user, type, and geography, with Europe expected to contribute significantly.
- Forecasted growth of USD 4,559.96 million from 2022 to 2027.
- CAGR of 5.84% indicates strong market potential.
- Increasing demand for espresso due to health benefits.
- Rising home consumption drives espresso machine sales.
- Fluctuating raw material prices pose a challenge to growth.
Technavio identifies the growing demand for espresso coffee and the increasing penetration of espresso coffee machines as the key trends in the market. The demand for espresso-based beverages is increasing among the younger generation in developed countries. In countries such as the US, consumers have shown increased interest in creating espresso-based beverages at home. This has increased the demand for espresso machines among residential customers. To capitalize on this demand, vendors are offering a wide range of espresso machines that provide varieties of coffee. All these factors are positively influencing the growth of the market.
Although the increasing demand for espresso coffee owing to its health benefits will offer immense growth opportunities, fluctuating raw material prices will challenge the growth of the market participants. To make the most of the opportunities, market vendors are primarily focusing more on the growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments.
The market is driven by the increasing demand for espresso coffee owing to its health benefits. The espresso-making process allows natural oils and minerals in coffee powder to flow into the coffee. Espressos are rich in antioxidants, which cleanse the liver and can lower the risk of heart disease and stroke. They are considered healthier than normal coffee as the process does not require the use of the filter. In addition, several studies have shown that regular consumption of espresso can significantly lower the risk of developing Alzheimer's, dementia, and Parkinson's diseases. Many such health benefits are increasing the consumption of espresso coffee, which is driving the growth of the market.
Espresso Coffee Market 2023-2027: Segmentation
The global espresso coffee market is segmented as below:
- End-user
- Home and Offices
Coffee Shops - Others
- Type
- Latte
- Mocha
- Double Espresso
- Pure Espresso
- Others
- Geography
Europe North America - APAC
South America Middle East andAfrica
The market growth in the home and office segment will be significant during the forecast period. The rising adoption of work-from-home culture has increased the consumption of espresso coffee among residential consumers. Also, the growing working population has increased the demand for espresso machines in office spaces. These factors are driving the growth of the segment.
To learn more about the global trends impacting the future of market research, historic (2017 to 2021) and forecast market size (2023 to 2027), download a sample report
Espresso Coffee Market 2023-2027: Scope
Technavio presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources. Our espresso coffee market report covers the following areas:
- Espresso Coffee Market Size
- Espresso Coffee Market Trends
- Espresso Coffee Market Industry Analysis
- Espresso Coffee Market Five Forces Analysis
- Espresso Coffee Market Competitive Landscape
This study identifies fluctuating raw material prices as one of the prime reasons challenging the espresso coffee market growth during the next few years.
The prices of coffee beans have been fluctuating over the years.
What's New? -
- Special coverage on the
Russia -Ukraine war; global inflation; recovery analysis from COVID-19; supply chain disruptions, global trade tensions; and risk of recession - Global competitiveness and key competitor positions
- Market presence across multiple geographical footprints - Strong/Active/Niche/Trivial - Buy the report!
Espresso Coffee Market 2023-2027: Vendor Analysis
We provide a detailed analysis of around 25 vendors operating in the espresso coffee market. Backed with competitive intelligence and benchmarking, our research report on the espresso coffee market is designed to provide entry support, customer profile, and M&As as well as go-to-market strategy support. Some of the key vendors covered in the report include:
Ahold Delhaize Coffee Co. - The company offers espresso coffee products such as coffee beans under the brand Caffe Gondoliere.Cabrales SA - The company offers espresso coffee such asExpresso macchiato, Viennese coffee, and Ristretto.F. Gavina and Sons Inc. - The company offers espresso coffee under the brandCafe La Llave .Inspire Brands Inc. - The company offers espresso coffee under the subsidiaryDunkin Donuts .Black Rifle Coffee Co. LLC - Coffee Day Enterprises Ltd.
JAB Holding Co. Sarl Kitu Life Inc. Luckin Coffee Inc. Luigi Lavazza SpA Market Lane Coffee Pty Ltd. Massimo Zanetti Beverage Group Spa McDonald Corp. - Nestle SA
Peets Coffee Inc. - Procaffe SpA
Starbucks Corp. - The Coca Cola Co.
Tobys Estate Coffee Pty Ltd.
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Espresso Coffee Market 2023-2027: Key Highlights
- CAGR of the market during the forecast period 2023-2027
- Detailed information on factors that will assist espresso coffee market growth during the next five years
- Estimation of the espresso coffee market size and its contribution to the parent market
- Predictions on upcoming trends and changes in consumer behavior
- The growth of the espresso coffee market
- Analysis of the market's competitive landscape and detailed information on vendors
- Comprehensive details of factors that will challenge the growth of espresso coffee market vendors
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- The roast and ground coffee market is estimated to grow at a CAGR of
6.89% between 2022 and 2027. The size of the market is forecast to increase byUSD 27.84 billion . The market is segmented by product (coffee pods and coffee beans/ robusta coffee/ espresso-based beverages), distribution channel (offline and online), and geography (Europe ,North America , APAC,South America , andMiddle East andAfrica ). - The cold brew coffee market is estimated to grow at a CAGR of
7.73% between 2022 and 2027. The size of the market is forecast to increase byUSD 439.93 million . The market is segmented by product (arabica-based cold brew coffee, robusta-based cold brew coffee, andLiberia -based cold brew coffee), distribution channel (offline and online), and geography (North America ,Europe , APAC,South America , andMiddle East andAfrica ).
Espresso Coffee Market Scope | |
Report Coverage | Details |
Base year | 2022 |
Historic period | 2017-2021 |
Forecast period | 2023-2027 |
Growth momentum & CAGR | Accelerate at a CAGR of |
Market growth 2023-2027 | |
Market structure | Fragmented |
YoY growth 2022- 2023 (%) | 5.0 |
Regional analysis | |
Performing market contribution | |
Key countries | US, |
Competitive landscape | Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks |
Key companies profiled | |
Market dynamics | Parent market analysis, market growth inducers and obstacles, fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, and market condition analysis for the forecast period. |
Customization purview | If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
Browse through Technavio's Consumer Staples Market Reports
Table of contents:
1 Executive Summary
- 1.1 Market overview
- Exhibit 01: Executive Summary – Chart on Market Overview
- Exhibit 02: Executive Summary – Data Table on Market Overview
- Exhibit 03: Executive Summary – Chart on Global Market Characteristics
- Exhibit 04: Executive Summary – Chart on Market by Geography
- Exhibit 05: Executive Summary – Chart on Market Segmentation by End-user
- Exhibit 06: Executive Summary – Chart on Market Segmentation by Type
- Exhibit 07: Executive Summary – Chart on Incremental Growth
- Exhibit 08: Executive Summary – Data Table on Incremental Growth
- Exhibit 09: Executive Summary – Chart on Vendor Market Positioning
2 Market Landscape
- 2.1 Market ecosystem
- Exhibit 10: Parent market
- Exhibit 11: Market Characteristics
3 Market Sizing
- 3.1 Market definition
- Exhibit 12: Offerings of vendors included in the market definition
- 3.2 Market segment analysis
- Exhibit 13: Market segments
- 3.3 Market size 2022
- 3.4 Market outlook: Forecast for 2022-2027
- Exhibit 14: Chart on Global - Market size and forecast 2022-2027 ($ million)
- Exhibit 15: Data Table on Global - Market size and forecast 2022-2027 ($ million)
- Exhibit 16: Chart on Global Market: Year-over-year growth 2022-2027 (%)
- Exhibit 17: Data Table on Global Market: Year-over-year growth 2022-2027 (%)
4 Historic Market Size
- 4.1 Global Espresso Coffee Market 2023-2027 2021 - 2021
- Exhibit 18: Historic Market Size – Data Table on Global Espresso Coffee Market 2023-2027 2021 - 2021 ($ million)
- 4.2 End-user Segment Analysis 2021 - 2021
- Exhibit 19: Historic Market Size – End-user Segment 2021 - 2021 ($ million)
- 4.3 Type Segment Analysis 2021 - 2021
- Exhibit 20: Historic Market Size – Type Segment 2021 - 2021 ($ million)
- 4.4 Geography Segment Analysis 2021 - 2021
- Exhibit 21: Historic Market Size – Geography Segment 2021 - 2021 ($ million)
- 4.5 Country Segment Analysis 2021 - 2021
- Exhibit 22: Historic Market Size – Country Segment 2021 - 2021 ($ million)
5 Five Forces Analysis
- 5.1 Five forces summary
- Exhibit 23: Five forces analysis - Comparison between 2022 and 2027
- 5.2 Bargaining power of buyers
- Exhibit 24: Chart on Bargaining power of buyers – Impact of key factors 2022 and 2027
- 5.3 Bargaining power of suppliers
- Exhibit 25: Bargaining power of suppliers – Impact of key factors in 2022 and 2027
- 5.4 Threat of new entrants
- Exhibit 26: Threat of new entrants – Impact of key factors in 2022 and 2027
- 5.5 Threat of substitutes
- Exhibit 27: Threat of substitutes – Impact of key factors in 2022 and 2027
- 5.6 Threat of rivalry
- Exhibit 28: Threat of rivalry – Impact of key factors in 2022 and 2027
- 5.7 Market condition
- Exhibit 29: Chart on Market condition - Five forces 2022 and 2027
6 Market Segmentation by End-user
- 6.1 Market segments
- Exhibit 30: Chart on End-user - Market share 2022-2027 (%)
- Exhibit 31: Data Table on End-user - Market share 2022-2027 (%)
- 6.2 Comparison by End-user
- Exhibit 32: Chart on Comparison by End-user
- Exhibit 33: Data Table on Comparison by End-user
- 6.3 Home and offices - Market size and forecast 2022-2027
- Exhibit 34: Chart on Home and offices - Market size and forecast 2022-2027 ($ million)
- Exhibit 35: Data Table on Home and offices - Market size and forecast 2022-2027 ($ million)
- Exhibit 36: Chart on Home and offices - Year-over-year growth 2022-2027 (%)
- Exhibit 37: Data Table on Home and offices - Year-over-year growth 2022-2027 (%)
- 6.4 Coffee shops and others - Market size and forecast 2022-2027
- Exhibit 38: Chart on Coffee shops and others - Market size and forecast 2022-2027 ($ million)
- Exhibit 39: Data Table on Coffee shops and others - Market size and forecast 2022-2027 ($ million)
- Exhibit 40: Chart on Coffee shops and others - Year-over-year growth 2022-2027 (%)
- Exhibit 41: Data Table on Coffee shops and others - Year-over-year growth 2022-2027 (%)
- 6.5 Market opportunity by End-user
- Exhibit 42: Market opportunity by End-user ($ million)
7 Market Segmentation by Type
- 7.1 Market segments
- Exhibit 43: Chart on Type - Market share 2022-2027 (%)
- Exhibit 44: Data Table on Type - Market share 2022-2027 (%)
- 7.2 Comparison by Type
- Exhibit 45: Chart on Comparison by Type
- Exhibit 46: Data Table on Comparison by Type
- 7.3 Latte - Market size and forecast 2022-2027
- Exhibit 47: Chart on Latte - Market size and forecast 2022-2027 ($ million)
- Exhibit 48: Data Table on Latte - Market size and forecast 2022-2027 ($ million)
- Exhibit 49: Chart on Latte - Year-over-year growth 2022-2027 (%)
- Exhibit 50: Data Table on Latte - Year-over-year growth 2022-2027 (%)
- 7.4 Mocha - Market size and forecast 2022-2027
- Exhibit 51: Chart on Mocha - Market size and forecast 2022-2027 ($ million)
- Exhibit 52: Data Table on Mocha - Market size and forecast 2022-2027 ($ million)
- Exhibit 53: Chart on Mocha - Year-over-year growth 2022-2027 (%)
- Exhibit 54: Data Table on Mocha - Year-over-year growth 2022-2027 (%)
- 7.5 Double espresso - Market size and forecast 2022-2027
- Exhibit 55: Chart on Double espresso - Market size and forecast 2022-2027 ($ million)
- Exhibit 56: Data Table on Double espresso - Market size and forecast 2022-2027 ($ million)
- Exhibit 57: Chart on Double espresso - Year-over-year growth 2022-2027 (%)
- Exhibit 58: Data Table on Double espresso - Year-over-year growth 2022-2027 (%)
- 7.6 Pure espresso - Market size and forecast 2022-2027
- Exhibit 59: Chart on Pure espresso - Market size and forecast 2022-2027 ($ million)
- Exhibit 60: Data Table on Pure espresso - Market size and forecast 2022-2027 ($ million)
- Exhibit 61: Chart on Pure espresso - Year-over-year growth 2022-2027 (%)
- Exhibit 62: Data Table on Pure espresso - Year-over-year growth 2022-2027 (%)
- 7.7 Others - Market size and forecast 2022-2027
- Exhibit 63: Chart on Others - Market size and forecast 2022-2027 ($ million)
- Exhibit 64: Data Table on Others - Market size and forecast 2022-2027 ($ million)
- Exhibit 65: Chart on Others - Year-over-year growth 2022-2027 (%)
- Exhibit 66: Data Table on Others - Year-over-year growth 2022-2027 (%)
- 7.8 Market opportunity by Type
- Exhibit 67: Market opportunity by Type ($ million)
8 Customer Landscape
- 8.1 Customer landscape overview
- Exhibit 68: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
9 Geographic Landscape
- 9.1 Geographic segmentation
- Exhibit 69: Chart on Market share by geography 2022-2027 (%)
- Exhibit 70: Data Table on Market share by geography 2022-2027 (%)
- 9.2 Geographic comparison
- Exhibit 71: Chart on Geographic comparison
- Exhibit 72: Data Table on Geographic comparison
- 9.3
Europe - Market size and forecast 2022-2027 - Exhibit 73: Chart on
Europe - Market size and forecast 2022-2027 ($ million) - Exhibit 74: Data Table on
Europe - Market size and forecast 2022-2027 ($ million) - Exhibit 75: Chart on
Europe - Year-over-year growth 2022-2027 (%) - Exhibit 76: Data Table on
Europe - Year-over-year growth 2022-2027 (%)
- 9.4
North America - Market size and forecast 2022-2027 - Exhibit 77: Chart on
North America - Market size and forecast 2022-2027 ($ million) - Exhibit 78: Data Table on
North America - Market size and forecast 2022-2027 ($ million) - Exhibit 79: Chart on
North America - Year-over-year growth 2022-2027 (%) - Exhibit 80: Data Table on
North America - Year-over-year growth 2022-2027 (%)
- 9.5 APAC - Market size and forecast 2022-2027
- Exhibit 81: Chart on APAC - Market size and forecast 2022-2027 ($ million)
- Exhibit 82: Data Table on APAC - Market size and forecast 2022-2027 ($ million)
- Exhibit 83: Chart on APAC - Year-over-year growth 2022-2027 (%)
- Exhibit 84: Data Table on APAC - Year-over-year growth 2022-2027 (%)
- 9.6
South America - Market size and forecast 2022-2027 - Exhibit 85: Chart on
South America - Market size and forecast 2022-2027 ($ million) - Exhibit 86: Data Table on
South America - Market size and forecast 2022-2027 ($ million) - Exhibit 87: Chart on
South America - Year-over-year growth 2022-2027 (%) - Exhibit 88: Data Table on
South America - Year-over-year growth 2022-2027 (%)
- 9.7
Middle East andAfrica - Market size and forecast 2022-2027 - Exhibit 89: Chart on
Middle East andAfrica - Market size and forecast 2022-2027 ($ million) - Exhibit 90: Data Table on
Middle East andAfrica - Market size and forecast 2022-2027 ($ million) - Exhibit 91: Chart on
Middle East andAfrica - Year-over-year growth 2022-2027 (%) - Exhibit 92: Data Table on
Middle East andAfrica - Year-over-year growth 2022-2027 (%)
- 9.8 US - Market size and forecast 2022-2027
- Exhibit 93: Chart on US - Market size and forecast 2022-2027 ($ million)
- Exhibit 94: Data Table on US - Market size and forecast 2022-2027 ($ million)
- Exhibit 95: Chart on US - Year-over-year growth 2022-2027 (%)
- Exhibit 96: Data Table on US - Year-over-year growth 2022-2027 (%)
- 9.9
Italy - Market size and forecast 2022-2027 - Exhibit 97: Chart on
Italy - Market size and forecast 2022-2027 ($ million) - Exhibit 98: Data Table on
Italy - Market size and forecast 2022-2027 ($ million) - Exhibit 99: Chart on
Italy - Year-over-year growth 2022-2027 (%) - Exhibit 100: Data Table on
Italy - Year-over-year growth 2022-2027 (%)
- 9.10
China - Market size and forecast 2022-2027 - Exhibit 101: Chart on
China - Market size and forecast 2022-2027 ($ million) - Exhibit 102: Data Table on
China - Market size and forecast 2022-2027 ($ million) - Exhibit 103: Chart on
China - Year-over-year growth 2022-2027 (%) - Exhibit 104: Data Table on
China - Year-over-year growth 2022-2027 (%)
- 9.11
Germany - Market size and forecast 2022-2027 - Exhibit 105: Chart on
Germany - Market size and forecast 2022-2027 ($ million) - Exhibit 106: Data Table on
Germany - Market size and forecast 2022-2027 ($ million) - Exhibit 107: Chart on
Germany - Year-over-year growth 2022-2027 (%) - Exhibit 108: Data Table on
Germany - Year-over-year growth 2022-2027 (%)
- 9.12
France - Market size and forecast 2022-2027 - Exhibit 109: Chart on
France - Market size and forecast 2022-2027 ($ million) - Exhibit 110: Data Table on
France - Market size and forecast 2022-2027 ($ million) - Exhibit 111: Chart on
France - Year-over-year growth 2022-2027 (%) - Exhibit 112: Data Table on
France - Year-over-year growth 2022-2027 (%)
- 9.13 Market opportunity by geography
- Exhibit 113: Market opportunity by geography ($ million)
10 Drivers, Challenges, and Trends
- 10.1 Market drivers
- 10.2 Market challenges
- 10.3 Impact of drivers and challenges
- Exhibit 114: Impact of drivers and challenges in 2022 and 2027
- 10.4 Market trends
11 Vendor Landscape
- 11.1 Overview
- 11.2 Vendor landscape
- Exhibit 115: Overview on Criticality of inputs and Factors of differentiation
- 11.3 Landscape disruption
- Exhibit 116: Overview on factors of disruption
- 11.4 Industry risks
- Exhibit 117: Impact of key risks on business
12 Vendor Analysis
- 12.1 Vendors covered
- Exhibit 118: Vendors covered
- 12.2 Market positioning of vendors
- Exhibit 119: Matrix on vendor position and classification
- 12.3 Ahold Delhaize Coffee Co.
- Exhibit 120:
Ahold Delhaize Coffee Co. - Overview - Exhibit 121:
Ahold Delhaize Coffee Co. - Product / Service - Exhibit 122:
Ahold Delhaize Coffee Co. - Key offerings
- 12.4
Cabrales SA - Exhibit 123:
Cabrales SA - Overview - Exhibit 124:
Cabrales SA - Product / Service - Exhibit 125:
Cabrales SA - Key offerings
- 12.5 Coffee Day Enterprises Ltd.
- Exhibit 126: Coffee Day Enterprises Ltd. - Overview
- Exhibit 127: Coffee Day Enterprises Ltd. - Business segments
- Exhibit 128: Coffee Day Enterprises Ltd. - Key offerings
- Exhibit 129: Coffee Day Enterprises Ltd. - Segment focus
- 12.6 F. Gavina and Sons Inc.
- Exhibit 130:
F. Gavina and Sons Inc. - Overview - Exhibit 131:
F. Gavina and Sons Inc. - Product / Service - Exhibit 132:
F. Gavina and Sons Inc. - Key offerings
- 12.7
Inspire Brands Inc. - Exhibit 133:
Inspire Brands Inc. - Overview - Exhibit 134:
Inspire Brands Inc. - Product / Service - Exhibit 135:
Inspire Brands Inc. - Key offerings
- 12.8
Kitu Life Inc. - Exhibit 136:
Kitu Life Inc. - Overview - Exhibit 137:
Kitu Life Inc. - Product / Service - Exhibit 138:
Kitu Life Inc. - Key offerings
- 12.9
Luigi Lavazza SpA - Exhibit 139:
Luigi Lavazza SpA - Overview - Exhibit 140:
Luigi Lavazza SpA - Product / Service - Exhibit 141:
Luigi Lavazza SpA - Key offerings
- 12.10 Market Lane Coffee Pty Ltd.
- Exhibit 142:
Market Lane Coffee Pty Ltd. - Overview - Exhibit 143:
Market Lane Coffee Pty Ltd. - Product / Service - Exhibit 144:
Market Lane Coffee Pty Ltd. - Key offerings
- 12.11 Massimo Zanetti Beverage Group Spa
- Exhibit 145:
Massimo Zanetti Beverage Group Spa - Overview - Exhibit 146:
Massimo Zanetti Beverage Group Spa - Product / Service - Exhibit 147:
Massimo Zanetti Beverage Group Spa - Key offerings
- 12.12
McDonald Corp. - Exhibit 148:
McDonald Corp. - Overview - Exhibit 149:
McDonald Corp. - Business segments - Exhibit 150:
McDonald Corp. - Key news - Exhibit 151:
McDonald Corp. - Key offerings - Exhibit 152:
McDonald Corp. - Segment focus
- 12.13 Nestle SA
- Exhibit 153: Nestle SA - Overview
- Exhibit 154: Nestle SA - Business segments
- Exhibit 155: Nestle SA - Key news
- Exhibit 156: Nestle SA - Key offerings
- Exhibit 157: Nestle SA - Segment focus
- 12.14
Peets Coffee Inc. - Exhibit 158:
Peets Coffee Inc. - Overview - Exhibit 159:
Peets Coffee Inc. - Product / Service - Exhibit 160:
Peets Coffee Inc. - Key offerings
- 12.15 Procaffe SpA
- Exhibit 161: Procaffe SpA - Overview
- Exhibit 162: Procaffe SpA - Product / Service
- Exhibit 163: Procaffe SpA - Key offerings
- 12.16
Starbucks Corp. - Exhibit 164:
Starbucks Corp. - Overview - Exhibit 165:
Starbucks Corp. - Business segments - Exhibit 166:
Starbucks Corp. - Key news - Exhibit 167:
Starbucks Corp. - Key offerings - Exhibit 168:
Starbucks Corp. - Segment focus
- 12.17 The Coca Cola Co.
- Exhibit 169: The Coca Cola Co. - Overview
- Exhibit 170: The Coca Cola Co. - Business segments
- Exhibit 171: The Coca Cola Co. - Key news
- Exhibit 172: The Coca Cola Co. - Key offerings
- Exhibit 173: The Coca Cola Co. - Segment focus
13 Appendix
- 13.1 Scope of the report
- 13.2 Inclusions and exclusions checklist
- Exhibit 174: Inclusions checklist
- Exhibit 175: Exclusions checklist
- 13.3 Currency conversion rates for US$
- Exhibit 176: Currency conversion rates for US$
- 13.4 Research methodology
- Exhibit 177: Research methodology
- Exhibit 178: Validation techniques employed for market sizing
- Exhibit 179: Information sources
- 13.5 List of abbreviations
- Exhibit 180: List of abbreviations
Technavio is a leading global technology research and advisory company. Their research and analysis focus on emerging market trends and provides actionable insights to help businesses identify market opportunities and develop effective strategies to optimize their market positions. With over 500 specialized analysts, Technavio's report library consists of more than 17,000 reports and counting, covering 800 technologies, spanning across 50 countries. Their client base consists of enterprises of all sizes, including more than 100 Fortune 500 companies. This growing client base relies on Technavio's comprehensive coverage, extensive research, and actionable market insights to identify opportunities in existing and potential markets and assess their competitive positions within changing market scenarios.
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