It is quite amazing that such a large and well-known coffee company did not notice the world’s top coffee consumers. The Nordic Region consumes more coffee than Germany, Italy, France, Spain, the U.S, Japan and the U.K. combined. In total, the amount of coffee consumed by Nordic citizens was 85.2 pounds in 2010: that’s a lot of coffee that Starbucks has overlooked. The long, dark, cold nights of winter are the building blocks of the coffee culture that is religiously held in the Nordic Region. These coffee-loving nations even have annual conventions in which coffee shops exchange recipes and baristas compete in contests.
But can this new global market pay the price for Starbucks’s coffee? Nordic countries boast some of the strongest economies in the world, and they have a healthy appetite for American products, which can be assumed that they can pay for the pricey grande macchiatos that Starbucks sells. Starbucks also stands out because the company prides itself on delivering fair-trade coffee to its customers, along with other sustainable practices within the company. These sustainable practices could be positive attributes to the potential Starbucks consumers in the Nordic nations, because the Nordics applaud ethical business practices. These qualities illustrate that Starbucks has a high chance of succeeding in the Nordic Region.