Up-market Medium Down-market Procter & Gamble Ariel Vizir Bonux Lever Skip Omo Persil Henkel Le Chat Super Croix Colgate-Palmolive Dash Axion Gama Years 1990 1992 1993 1994 1995 1996 Budget Coefficient for Coffee, Tea, Herb Tea 0.323 0.272 0.265 0.290 0.340 0.346 Product Roast coffee Instant Coffee Turnover in FFr. millions 7,581 2,517 Brands Market shares in volume (1996) Market shares in volume (1997) Maison du Café (Douwe Egberts) 14.9% 16.5% Carte Noire (K-J-S) 17.0% 16.5% Jacques Vabre (K-J-S) 14.2% 13.8% Grand Mère (K-J-S) 13.2% 13.2% Lavazza 7.0% 6.2% Segafredo 5.8% 5.4% Legal 5.6% 4.5% Malongo 3.0% 3.1% Own Brands and First Price Products 15.9% 17.3% Other Brands 3.3% 3.4% Products Butter Margarine Low fat products Turnover Ffr. m. 6028 1385 836 Groups Butter Margarine Low fat products Astra Calvé Total: 0% Total: 47% (Fruit d’or, Plantafin, Equilibre, Effi, Astra, ...) Total: 39% Fruit d’or (8.4%) Effi (10.5%) Plantafin (20.1%) Besnier Total: 18.1% Bfpridel (4.4%) Président (13.5%) Total: 0% Total: 9.5% Bridélight (5.6%) Bridélice (3.2%) Président (0.7%) Cema Primevère (1.3%) CLE Elles § Vire (6.7%) Laïta Paysan Breton (6.3%) Vedial Total: 0% Total: 19% (Prima, St Hubert 41, Le Fleurier,Mr Tournesol, Tournolive...) Total: 34.8% Prima (3.3%) St Hubert 41 (18.7%) Le Fleurier (12.8%) Own brands 26.9% 19.4% 7% Others 42.2% 13.3% 9.7%