Hot drinks recorded modest retail volume growth in 2018, with products which meet consumer demand for health and convenience becoming increasingly popular, including green tea and fresh ground coffee pods. In coffee, fresh ground coffee pods recorded the strongest retail volume growth in percentage terms as consumers valued their ease of preparation and storage.
The year 2018 witnessed an increased focus on sustainability amongst major hot drinks players. Boncafé International introduced its Rainforest Reserve with coffee beans sourced from sustainable origins, targeting consumers who are conscious of the need for sustainability.
Nestlé Singapore, the leading player in coffee and other hot drinks, was extremely active in product innovation and marketing activities in 2018 as it sought to build on its already strong brand equity. It continued the expansion of its Nespresso boutiques in 2018 with the opening of its latest outlet in VivoCity.
New product developments in 2018 focused on the key themes of healthy living and sustainability. Nestlé Singapore’s Milo brand launched its zero sugar variant of Milo Gao Kosong in 2018 with a Healthier Choice Symbol as a follow up to its reduced sugar variant Milo Gao Siew Dai in 2017.
Amidst talk of a possible sugar tax on soft drinks and sweetened beverages in the near future, it is unclear if hot drinks will be directly impacted. Nevertheless, the healthy living trend is expected to play a crucial role in determining the success of hot drinks categories and brands, with those perceived to be healthier expected to fare better.
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This industry report originates from Passport, our Hot Drinks market research database.