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Strategy Briefing

Instant Coffee: Versatility and Convenience Drive Growth

46 pages, Jun 2014

US$1,325

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About This Report

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Although fresh coffee dominates the overall coffee industry, instant coffee continues to gain share, thanks in large to its appeal amongst new coffee drinkers. The convenience, versatility, and branded experience of instant coffee make it an attractive consumer product in emerging coffee markets, while in established markets, instant coffee seeks to shed its commodity image to sustain consumer interest.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Instant coffee is positioned as a value-added drink

The convenience, versatility of flavour and format, and branded experience provided by instant coffee enable it to be positioned as a premium hot drink option, particularly for new coffee drinkers in predominantly lower income tea- drinking markets.

Instant coffee supplanted by fresh coffee in higher income markets

In higher income markets, convenient fresh coffee options, like fresh ground coffee pods, are taking share away from instant coffee, because they are perceived to offer better quality and flavour.

Asia Pacific leads current and future growth

The easy preparation of instant coffee, as well as its ability to be tailored to local taste preferences, has made it the coffee of choice in most markets in Asia Pacific, where coffee consumption is still low.

Consumption is stalling in traditional market strongholds

Retail sales growth for instant coffee in the two largest markets – Russia and Japan – is showing signs of slowing down, as consumers are increasingly interested in fresh coffee options.

Branded experience is key

Instant coffee has the most consolidated competitive landscape of all hot drinks, due to the importance of brand to the consumer experience. Nestlé is the overwhelming leader, holding a 42% retail value share in 2013.

Potential lies in continued innovation

Opportunities for instant coffee to gain more popularity among new consumers, as well as reclaim those exiting the category, lies in continued innovation, both in terms of developing new flavours and improving quality.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Key findings

Global Performance

Instant coffee is the world’s second highest-selling hot drink

Instant coffee outperforms all coffee types, except coffee pods

In many coffee markets, instant coffee is a value-added product

Steady growth in both retail value and volume

Asia-Pacific tops value, despite low per capita expenditure

The popularity of instant mixes enable Asia to also lead in volume

Russia is the current market leader, but not future driver

Consumer product versus commodity

Regional Performance

World split roughly in two by instant and fresh coffee preferences

Coffee preferences vary greatly by region

Top instant coffee markets cut across regions

High inflation colours historic value growth in Russia and Ukraine

Russian consumers are developing a taste for fresh coffee

Country spotlight: Serbia

New coffee markets drive growth in Asia Pacific

Instant coffee mixes dominate in Asia Pacific

On-trade coffee culture drives South Korean instant coffee market

Low prices and new flavours drive growth in the Philippines

Mexico leads Latin American instant coffee market

Country spotlight: Colombia

Image and pods slow growth in North America and Western Europe

Premium and convenience drive instant coffee in the UK

Regional run-down

Competitive Analysis

A highly concentrated global market

Instant coffee is much more consolidated than fresh coffee

Brand is integral to instant coffee

Nescafé dominates global share

Brand spotlight: Nescafé

Tailoring to local taste is the key to Nescafé’s continued success

Mondelez ranks number two thanks to multiple brands

Lower prices and unique flavours offer potential for new players

Local players are better attuned to traditional preferences

Competitive wrap-up

Prospects and Opportunities

Emerging markets will continue to drive value growth

Both new and traditional coffee markets are key to future growth

Increasing in value, but losing share

Bring quality into the conversation

Summary

Why buy this report?

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Megatrends

Strategy Briefing

Instant Coffee: Versatility and Convenience Drive Growth

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Instant coffee is positioned as a value-added drink

Instant coffee supplanted by fresh coffee in higher income markets

Asia Pacific leads current and future growth

Consumption is stalling in traditional market strongholds

Branded experience is key

Potential lies in continued innovation

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Global Performance

Instant coffee is the world’s second highest-selling hot drink

Instant coffee outperforms all coffee types, except coffee pods

In many coffee markets, instant coffee is a value-added product

Steady growth in both retail value and volume

Asia-Pacific tops value, despite low per capita expenditure

The popularity of instant mixes enable Asia to also lead in volume

Russia is the current market leader, but not future driver

Consumer product versus commodity

Regional Performance

World split roughly in two by instant and fresh coffee preferences

Coffee preferences vary greatly by region

Top instant coffee markets cut across regions

High inflation colours historic value growth in Russia and Ukraine

Russian consumers are developing a taste for fresh coffee

Country spotlight: Serbia

New coffee markets drive growth in Asia Pacific

Instant coffee mixes dominate in Asia Pacific

On-trade coffee culture drives South Korean instant coffee market

Low prices and new flavours drive growth in the Philippines

Mexico leads Latin American instant coffee market

Country spotlight: Colombia

Image and pods slow growth in North America and Western Europe

Premium and convenience drive instant coffee in the UK

Regional run-down

Competitive Analysis

A highly concentrated global market

Instant coffee is much more consolidated than fresh coffee

Brand is integral to instant coffee

Nescafé dominates global share

Brand spotlight: Nescafé

Tailoring to local taste is the key to Nescafé’s continued success

Mondelez ranks number two thanks to multiple brands

Lower prices and unique flavours offer potential for new players

Local players are better attuned to traditional preferences

Competitive wrap-up

Prospects and Opportunities

Emerging markets will continue to drive value growth

Both new and traditional coffee markets are key to future growth

Increasing in value, but losing share

Bring quality into the conversation

Summary

Why buy this report?

Want to find out more about this report?

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