Nestle is intensifying its focus on the coffee market in China, recognizing the increasing demand for quality coffee experiences among consumers. The company's senior vice-president, Jiang Haiying, emphasized the potential for growth in this sector. Nestle aims to innovate with fewer but more impactful projects, aligning with emerging trends in coffee consumption. Recent data shows a significant rise in coffee consumption in China, with a shift from instant coffee to freshly brewed options.
• Nestle's global coffee business saw a 5.1% growth year-on-year.
• Coffee consumption in China has increased by 167% over the last decade.
• Instant coffee remains popular due to its convenience, despite rising competition.
• Nestle leads the instant coffee market, supported by a diverse product range.
This strategic push is vital as it not only addresses changing consumer preferences but also positions Nestle to thrive in a competitive landscape. By focusing on innovation and health-conscious products, the company aims to deepen its connection with consumers who view coffee as part of their lifestyle.
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