In response to the dynamic coffee sector and an ever-expanding selection, Carte Noire, the leader in the French market*, has partnered with Matcha and its artificial intelligence solution. As an expert in guiding shoppers through complex categories and already present at Intermarché Drive and Carrefour, Matcha brings its expertise to once again deliver quality recommendations, helping consumers make informed choices and boosting performance.
A rich category with a variety of flavors and choices…
While coffee has long been a staple of daily life (with a penetration rate of 91.4%), it has grown more complex in recent years. Consumers have evolved alongside it, becoming more demanding and seeking out detailed information. To meet their needs, the category has expanded its selection over the years, offering a range of flavour profiles, origins, and brewing methods. Coffee beans, in particular, are seeing a surge in popularity (nearly 15% of French households now own a bean-to-cup coffee machine with category sales volumes having almost doubled over the past two years***), and the capsule segment continues to innovating to drive growth (+0.6 pt** in penetration over the past year). But with this expanding and premiumising selection, how can we better guide consumers who now require deeper product knowledge? With innovation in its DNA, Carte Noire naturally turned to Matcha to address this question.
“After developing and refining our AI in the alcoholic beverage categories, it was a logical next step to apply it to coffee, a category equally complex and with a high penetration rate,” said Thomas Dayras, CEO & Co-founder of Matcha.
…Decoded by Matcha Advisor
Leveraging its experience in the wine, beer, and spirits segments with its personal shopper launched in 2018, Matcha has combined its cutting-edge artificial intelligence with coffee expertise to deliver a tailored solution. It analyses coffee profiles and translates consumer needs into criteria, cross-referencing them to provide personalised recommendations. The result: in just a few clicks, consumers enjoy a personalised experience that caters to their preferences and lets them explore coffee from a new perspective.
“The Matcha solution is an opportunity to guide coffee buyers at the right place and time in a category that is becoming increasingly complex, especially with the boom in coffee beans,” said Aline Champion, Product Manager at Carte Noire.
*Source: Nielsen HMSM+DRIVE+PROXI+SDMP 14,2% de Parts de Marché Volume pour la marque Carte Noire en CAM P05 2024, sur le marché du café.
** Source : Nielsen Consommateurs Total France MAT P03 2024 (Taux de Pénétration total Café 91,4%), (Possesseurs de Machines à Grains Automatiques 15,2%) (Capsules Compatibles Nespresso* Original +0,6pts à 22,1%). *Carte Noire n’est pas affiliée, soutenue, ou commanditée par Nespresso.
*** Source : Nielsen ventes volume HMSM+DRIVE+PROXI+SDMP CAM P13 2021 Marché des Grains : 222 Millions de CA (€), vs. CAM P13 2023 : 400 Millions de CA)
*Source: Nielsen HMSM+DRIVE+PROXI+SDMP, Carte Noire market share volume at 14.2% for the French coffee market, year-to-date as of P05 2024.
**Source: Nielsen Total France MAT P03 2024 (Total Coffee Penetration Rate 91.4%), (Automatic Coffee Bean Machine Ownership 15.2%), (Nespresso-compatible Capsules +0.6 pts to 22.1%). Carte Noire is not affiliated with, endorsed by, or sponsored by Nespresso.
***Source: Nielsen volume sales HMSM+DRIVE+PROXI+SDMP, Coffee Bean Market Sales, year-to-date as of P13 2021: €222 million vs. P13 2023: €400 million.
ABOUT CARTE NOIRE
Carte Noire was founded in 1978 during a coffee price crisis. In a market dominated by Robusta, Carte Noire established itself with its premium pure Arabica coffee. The brand also revolutionized the coffee sector with its bold new look, featuring black, white, and gold colors and flexible packaging. Since then, Carte Noire has continued to innovate to offer exceptional coffee. On February 29, 2016, Carte Noire became part of the Lavazza Group, reaffirming its commitment to its heritage by continuing production at its historic Lavérune plant in Hérault, France. Carte Noire has about 330 employees across two locations: headquarters in Boulogne-Billancourt and the production site in Lavérune.
ABOUT MATCHA, the AI sales expert to guide your shoppers and power-up your sales
Launched in 2018, Matcha developed an AI-based personal shopper that guides customers through complex categories, such as wine, beer, spirits, and coffee. The company also offers an e-retail media solution to promote the right product at the right time and provides access to shopper behavioral data. Its tech-driven and passionate team addresses the needs of consumers, retailers, and brands.
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