During 2020 and 2021, the international coffee market marked the consumption figure of 166.6 million bags of 60 kilograms of coffee, which reflects a growth of 2 million with respect to the global consumption of the drink during the previous season. , according to figures provided by the specialized site Statista.
In Mexico, consumption specifically of soluble coffee is dominated by the preference for the Nescafé brand, 6 out of every 10 cups drunk in the country are from the firm. In fact, during 2019, the three best-selling soluble coffee brands in the country were: Nescafé, with a 32% share; Dolca, also from Nestlé, with 6% and Café Legal, from Sabormex, with 4.7%, according to data from Euromonitor.
The pandemic has generated a significant recomposition of coffee consumption in the country. During the health contingency consumption outside the home showed a significant decrease, a large percentage migrated to the home; and about 70% of the cups consumed today are made from home.
Consulting firm Nielsen reports that soluble coffee consumption increased 20 points during the pandemic, specifically marked by an increase in consumption at home. It is clear that the challenge of maintaining leadership in the markets today is a complex task to achieve, because although the increase in consumption at home is positive, competition is stiffening.
Nescafé has been able to consolidate its position, being a leader in this sector, its performance is currently focused on offering new experiences to consumers and continuing to innovate, now with a product that has recently been launched in Mexico. In order to accelerate its growth through a new variety of intense roasting, the brand has a new member: Nescafé Black Toasted Intenso.
This product responds to the growth of the coffee market, which has not only consolidated itself in the leading products during this last period, but has also presented impact figures that are especially concentrated in specific segments, such as in the area of intensity in terms of flavor.
Fernando César, Vice President of coffees and beverages at Nestlé Mexico, revealed in an interview that, at present, market trends indicate that there are more and more consumers seeking greater intensity in their coffee, mainly young people; which provides a definitive boost in the sector.
This confirms that the right move for the main players in the market is to add an option to their products in this regard, an example of this is the recent launch.
The manager complemented that the changes they have seen in the last 10 years have been much more significant and profound than those seen in the previous 100 years and that this change is due to the approach of coffee with young people, both in consumption at home, as in universities and offices.
Against this background, Fernando César highlights that the market presents three important changes: greater interest in knowing what is behind a coffee plant and how it reaches homes; more varieties in the territory, particularly of white cups (those that mix coffee with milk or some substitute for cream) and a renewed interest in finding a completely natural, great-tasting and 100% pure drink.
Consumers guide large companies to a variation of their offer and are clear when requesting options with greater intensity. In the case of Nescafé, Fernando César shared that they expect to close the year with significant growth in consumption at home, a fundamental part for the firm. In general, they project growth rates of between 4% and 5%, contemplating an acceleration of these varieties of more intense coffee within the home.
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