Nescafe is shifting its focus to attract younger coffee drinkers, particularly Gen Z, by embracing the growing cold coffee trend. The company is adapting its product line to meet the preferences of this new generation, which often prefers iced coffee over traditional hot brews. This strategic pivot aims to enhance Nescafe's market presence and drive growth in a competitive landscape.
• Nescafe is targeting the cold coffee market, where one-third of coffee consumed out-of-home is iced.
• The brand launched Nescafe Espresso Concentrate, a customizable cold coffee product.
• The new product allows consumers to mix their coffee with various flavors and beverages.
• Nescafe plans to market this product through social media influencers to reach younger audiences.
This shift is crucial for Nescafe as it seeks to rejuvenate its brand and connect with a demographic that is increasingly turning to cold coffee options. By innovating and adapting to consumer trends, Nescafe aims to secure its position in the coffee market and drive future growth.
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