Competitive Intelligence
Promo & Market Coverage — Coffee
Snapshot 29.06.2026
Source: promotional leaflets (blix.pl)
377 offers (shelf coffee) · 82 leaflets · 43 retailers
Source: promotional leaflets (blix.pl)
377 offers (shelf coffee) · 82 leaflets · 43 retailers
Category position
Tchibo Group has the #1 share of voice in coffee promotions.
Tchibo + Eduscho = 23.8% of promotional coffee offers, the most in the category (ahead of Jacobs at 21.3%). Two caveats: the result is driven mainly by Eduscho (13.0%), while the Tchibo brand alone accounts for 10.8%; on top of that there are white spaces at large retailers — including Aldi (18 coffee offers, none from the Group), E.Leclerc and Żabka.
23.8%
Share of voice of Tchibo Group (Tchibo + Eduscho) — #1 in the category, ahead of Jacobs (21.3%)
10.8%
…of which the Tchibo brand alone — the rest of the Group is carried by Eduscho (13.0%)
32%
Avg. discount of Tchibo Group — among the category leaders (Jacobs 28%)
28/43
Retailers carrying a Group offer · absent at Aldi, E.Leclerc, Żabka and Makro, among others
01
Share of voice in promotions
% of coffee offers in leaflets · Tchibo Group = Tchibo + Eduscho · hover to see the breakdown02
Price and discount depth
TakeawayTchibo Group is the most prolific player (75 offers, avg. discount 32%) — driven by Eduscho on volume (41 offers). The deepest cuts right now come from Dallmayr (39%) and MK Café (33%); Jacobs holds the volume (67 offers) at a shallower discount (28%).
03
Promo mechanics
377offers
How to read68 of 377 offers (18%) do not state a unit price — these are "second item −X%" mechanics, multibuy, loyalty (price only via the app) or a whole-category promotion. These are valid promotion types, not missing data.
04
Coverage by retailer
retailers 1:1 with the blix filter · table: click a header to sort · chart: Group present / white spaceIn this category
Chart: X axis = number of coffee offers at the retailer (channel size), Y axis = Tchibo Group offers. The red band at the bottom = white spaces (large channel, none from the Group). The table covers all retailers; the chart — retailers with ≥5 offers.
Sources for verification — leaflets on blix.pl (click to expand)
05
Deepest discounts
06
What this means for Tchibo
Recommendations
1. The Group's strength is real, but fragile. Tchibo Group is #1 (23.8%), yet it is carried by Eduscho (13.0%). The Tchibo brand alone is 10.8% — with a weaker Eduscho, the lead melts away.
2. Close the white spaces. The Group is absent at Aldi (18 coffee offers!), E.Leclerc (15) and Żabka (11), as well as at Makro and Lidl — large channels, none from the Group. This is the first retail target.
3. The edge no longer lies in discount depth. The Group discounts heavily (32%), but Dallmayr (39%) and MK Café (33%) cut deeper. Tchibo's strength is volume and retailer coverage — and that is what decides, not another point of discount.
2. Close the white spaces. The Group is absent at Aldi (18 coffee offers!), E.Leclerc (15) and Żabka (11), as well as at Makro and Lidl — large channels, none from the Group. This is the first retail target.
3. The edge no longer lies in discount depth. The Group discounts heavily (32%), but Dallmayr (39%) and MK Café (33%) cut deeper. Tchibo's strength is volume and retailer coverage — and that is what decides, not another point of discount.
How this PoC was built
- Data collection — pulling promotional leaflets from the "Coffee and cocoa" category
- Image analysis — computer vision models read the promotion type, prices, mechanic and pack size from the leaflets
- Structuring — validating and writing structured data to a database
- Aggregation — computing promo / market coverage KPIs (share of voice, discounts, mechanics, coverage)
- Presentation — synthesising the insights: Tchibo Group vs. the competition and white spaces