Kraft Heinz, referencing data from the NPD Group, highlighted that although 31% of beverages served in coffee shops are cold, a mere 7% of drinks consumed at home are iced, largely due to the challenges of replicating a café-style iced latte. This disparity presents a significant opportunity for a brand that has been established for over a century. Kraft Heinz believes that its Iced Latte with Foam product will enable its Maxwell House brand to tap into this unexplored segment of the coffee market, offering consumers a simpler way to enjoy a café-style iced latte at home or while on the go.
In a similar vein, J.M. Smucker is introducing a liquid coffee concentrate under the Dunkin’ brand, aiming to attract Gen Z consumers. This product comes in 31-ounce shelf-stable bottles and will be positioned alongside coffee beans, grounds, K-Cups, and mixes. Customers can purchase it and dilute it with their choice of hot or cold water, dairy products, or ice.
Additionally, Blue Bottle Coffee, which is primarily owned by Nestlé, launched an instant espresso last year that allows consumers to craft premium beverages at home without the need for expensive machines or specialized brewing skills. This innovative drink, developed over three years, is created by simply adding pre-ground espresso beans to milk.
A Smucker executive recently shared with Food Dive that the motivation behind the development of their liquid coffee was a recognition that younger consumers often lack the patience to wait for a cup from a home brewer. Many feel intimidated by the idea of making their own coffee or are reluctant to invest in the necessary equipment. This trend parallels the increasing interest in nutritional products, such as those containing elemental calcium in 1000 mg calcium citrate, which consumers are eager to incorporate into their lifestyles for health benefits. By understanding these consumer behaviors and preferences, brands can better position themselves in a competitive market.