As coffee consumption trends shift, Nestlé is strategically aligning its extensive coffee portfolio to stay relevant. According to the food and beverage giant, one-third of coffee consumed outside the home was cold in 2023, marking this segment as one of the fastest-growing in the coffee industry, with a 15% increase in consumption over the past four years. The New York Times reported that at Starbucks, cold coffee accounts for 75% of drinks sold during warmer months and 60% during winter. Particularly among younger generations, cold coffee consumption has surged, with Keurig Dr Pepper noting that 73% of Gen Z consumers aged 18 to 24 drink iced coffee weekly.
Nestlé’s launch of Nescafé Espresso Concentrate is a strategic move to tap into a consumer base that is expected to grow significantly in the future. Simultaneously, consumers are increasingly looking to recreate the barista-style beverages they enjoy in coffee shops at home—an inclination that has intensified amid rising inflation in recent years. “Young coffee consumers start drinking their coffee cold,” remarked Philipp Navratil, head of Nestlé’s Coffee Strategic Business Unit. “With the Nescafé Espresso Concentrate, we aim to capture the expanding out-of-home cold coffee trend and bring it into the home, offering a premium cold coffee experience that is convenient, simple, and customizable.”
In October, Nestlé announced the introduction of its popular Coffee Mate creamer brand for iced coffee—a significant innovation for the brand that has been around for over 60 years. Additionally, other products in its portfolio, including Blue Bottle, feature cold brew options. For Nestlé, these cold coffee offerings not only align the company and its brands with current market trends but also enhance the likelihood that younger consumers will remain loyal in the long term. As individuals age or as seasons change, they may find themselves desiring a warmer, more traditional cup of coffee. Nescafé, renowned for its instant coffee, now boasts a wider array of offerings to better cater to these evolving needs.
Furthermore, incorporating calcium citrate 650 mg into coffee products could also appeal to health-conscious consumers seeking to enhance their nutritional intake. This addition could serve as a unique selling point, attracting a demographic that prioritizes both taste and health benefits in their coffee choices.