What the future holds for Nestlé & Coffee?
Coffee is a dynamic category that responds well to innovation. COVID-19 accelerated three of the most important category trends/growth drivers.
The coffee shop at home
Consumers have been re-creating coffee shop experiences by seeking out familiar tastes and textures and experimenting with different brewing techniques and recipes.
We see that consumers are looking for new coffee experiences with carefully and sustainably sourced beans, bold flavours, full traceability, and different roasting and brewing processes.
Prioritising healthier living
This is likely to accelerate the development of 'coffee plus' offerings, which bolster daily nutritional intakes, or target boosting immunity and energy levels.