Consumers are becoming more interested in better-quality coffee and speciality coffee drinks as they are exposed to a growing number of coffee drinks through on-trade specialist chains, which are expanding rapidly. As a means of controlling their spending, consumers are turning to offers that allow them to prepare similar products at home, such as speciality instant coffee.
Consumers’ desire to replicate foodservice experiences at home is expected to remain an important force in new product development in coffee, as coffee producers continue to expand and raise consumers’ expectations from coffee. Coffee producers are offering products that emulate such cafe´-style beverages as cappuccinos and lattes in instant coffee and coffee pods formats, and specialist coffee shops are launching their own retail coffee products.
Consumers are expected to continue looking for ways to make different types of coffee drinks at home. Expansion of on-trade specialists is expected to continue attracting young consumers, and companies are set to introduce new products and promotions offering a greater variety of instant speciality coffee options that enable consumers to replicate foodservice experiences at home without the hassle of creating milk foam or buying many different flavourings.
Nestle´ Argentina and Cafe´s La Virginia accounted for the majority value sales in 2018 (Cafe´s La Virginia subsidiary JG Padilla from La Virginia ranked third). Nestle´ derives most of its share from instant coffee with Nescafé and in recent years, the company has recorded robust growth, with Nespresso and Nescafe´ Dolce Gusto performing well in fresh ground coffee pods.
Nestle´ Argentina recorded a sixth consecutive increase in value share in 2018 as a result of years of strong advertising for its instant coffee products and its competitive pricing, which is becoming increasingly important for consumers. Nestle´ is the only significant international player in Argentina, where local companies such as Cafe´s La Virginia, JG Padilla y Ci´a, Molinos Ri´o de la Plata and Cabrales together hold almost half the value share.
Cafe´s La Virginia held the second highest value share in 2018, deriving most of its share from fresh ground coffee whilst ranking second behind Nestle´ in instant coffee. The company has a wide product portfolio within hot drinks, only lacking a yerba mate brand.
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This industry report originates from Passport, our Hot Drinks market research database.