The combined flavoured milk/iced coffee category continues to perform across P&C & Grocery, growing +5.1% & +6.5% respectively
Iced Coffee continues to drive close to 67% of category value across combined Grocery & Convenience, with Iced Coffee’s presence accelerated in the Convenience channel (74.8% share), due to the strong alignment with the P&C shopper and consumer preference for ‘gut fill’ and ‘energy’ offers*
- Iced Coffee performance continues to be driven by ‘real coffee’ offers which collectively drive 41% of total iced coffee growth across the market and 71% of the iced coffee segment growth in P&C.*
- The growth of the ‘real coffee’ microsegment is driven by an evolving shift in consumer need states, as shoppers look towards offers which have higher quality coffee, are better for you and are sophisticated; being able to be consumed by a broader shopper demographic.
Recently Nestlé has introduced the “deliciously smooth” taste of NESCAFE in a can format.
Available in a “convenient” 250ml on-the-go can, the new range allows consumers to “experience iced coffee like never before with the real taste of NESCAFE” in 3 delicious variants Flat White, Mocha & Espresso. Since launch, the products have been incremental to the segment, targeting a unique shopper and bringing in new consumers to the category through the wide reach of the Nescafe brand.
In order to maximise summer sales, ensure product ranges are aligned with the offers which are driving category growth. Ensure stores are offering variety in format and flavour and keeping in line with shopper trends.