Cold extract is not cold, early winter should also be in a central position to debut! Nestle Coffee launches cold extract products in China!

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As one of the symbols of modern food culture, coffee has a large number of fans all over the world. Under the background of consumption upgrading, coffee consumption in China has increased rapidly in recent years. According to the Investment Analysis and Prospect Forecast report of China's Coffee Industry from 2017 to 2021, China's coffee consumption is growing at an annual rate of 15 to 20 per cent.

With the popularization of coffee culture, the acceleration of urbanization and the pace of life, coffee has gradually changed from a petty bourgeoisie consumption fashion to a more life-oriented consumption habit. At the same time, due to the continuous improvement of consumers' choice of convenience, that is, drinking coffee ushered in a golden era of rapid growth in the entire beverage industry, data show that China's ready-to-drink coffee market share will reach 14.9 billion yuan in 2021, with great market potential. therefore, a number of coffee brands, including Nestle Coffee, began to accelerate the layout of the domestic market.

Market Segmentation: mass demand under niche Coffee

Coffee is not only a kind of drink, but also a kind of culture and a way of life. Instant coffee has become the next hot spot in the coffee market not only because of its convenience, but also because it adapts to the new trend of changing consumer demand through continuous innovation. A variety of products ensure that people can always find the one they like in the supermarket shelves. Therefore, it has become the short-term strategy of many brands to capture consumers through differentiated and more subdivided innovative products.

Cold coffee, which has been in the "hot inside the circle, cold outside" niche market, rarely enters the public's field of vision. In today's diversified consumption, with the improvement of consumer demand for quality, cold-extracted coffee that slow workers can make fine work is growing at a rapid speed, and now it has become a kind of coffee category with mass market attraction.

As one of the world's favorite coffee brands, Nestl é offers bottled cold-extracted coffee drinks in three flavors: latte, mocha and cold American sugar-free. It is currently on the market at Rosen convenience Store in Shanghai and sells for 14.9 yuan per bottle in Rosen, attracting many young coffee lovers to queue up to buy the experience. It is reported that after the low temperature extraction of Arabica coffee beans, Nestle Coffee only selects the cold extract coffee concentrate, coupled with the careful blending of imported milk sources, which not only retains the mellow and smooth original taste of the coffee itself, but also makes the taste softer and fresher. Each mouthful is the bloom of a new taste.

The Nestle coffee cold extract series launched a total of three flavors, latte, mocha, American, in order to meet the diversified taste needs of consumers. At the same time, choosing to launch in convenience stores and e-commerce at the beginning of listing can not only increase the stickiness to young users, but also increase the convenience for consumers to buy, so that more coffee lovers can drink more delicious cold-extracted coffee anytime and anywhere, and better enjoy the quality of life brought by coffee.

Next, Nestl é will push the product to cities with a "high maturity of the coffee market", such as Beijing, Guangzhou, Shenzhen, and some second-tier cities.

In addition to cold extract concentrate and water, this product has instant coffee in its ingredients. Although instant coffee (greater than or equal to 0.5%) is much less than cold extraction concentrate (greater or equal to 2.4%).

Nestl é did not answer why instant coffee was added. This may be due to cost and shelf life considerations. Nestle's series of cold extract drinks can be stored at room temperature with a shelf life of 9 months. On the other hand, the self-made cold extraction bottled products sold in general cafes require a low-temperature cold chain and have a shorter shelf life of no more than 3 months.

The price of nearly 15 yuan is twice that of Nestle canned coffee, and twice as much as other mainstream bottled ready-to-drink coffee such as Coca-Cola's Joya, Unified Yaha, full-flavored Benazone and so on. The price is even slightly higher than the small cups of fresh coffee in the whole family, Rosen, and 7-Eleven. In addition, with the arrival of winter, hot coffee has become more popular, it is difficult to say that this product will be very competitive. Nestl é did not directly reply why it launches cold coffee in winter.

Cold extract is not cold, early winter should also be in a central position to debut!

As one of the largest coffee brands in the Chinese market, in order to win the hearts of consumers, drinking Nestle Coffee has been constantly innovating and trying in terms of technology and raw materials, so as to enhance the consumer experience. In the rapid rise of the coffee market, in-depth layout of the ready-to-drink coffee market, with the cold extract series of new products in the central position to provide consumers with more fresh choices.

Compared with the traditional coffee process, cold-extracted coffee takes longer to produce raw materials and requires higher technology, so it maintains the pure and delicate taste and aroma of coffee. In addition, this Nestle coffee cold extract series also has a super high appearance, subverts the tradition in the packaging, adopts a cup-shaped bottle design, uses chalk-style fonts and halo streamers with a rich metallic taste, and the overall visual impact breaks through the traditional Nestle instant coffee design, creating a more fashionable and younger packaging design style that is more in line with consumer taste.

Just as it takes time to extract the taste of coffee, it takes time to precipitate the taste of life. For consumers, a bottle of ready-to-drink Nestle Coffee can make people enjoy life anytime and anywhere after busy work and life, without waiting in line or waiting, and enjoy delicious coffee immediately in front of the desk and on the edge of the sofa. This also reflects the integration of Chinese consumers and coffee culture and the continuous improvement of the pursuit of quality of life. It is believed that in the coming period of time, drinking coffee will become a new blue ocean for more enterprises to explore.

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