The recollection of Nestle Coffee pouring Milk incident the latest news of Nestle coffee brand

I believe many people are all too familiar with Nestle Coffee, and the incident of pouring milk from Nestle milk powder a few years ago also caused a sensation. The "delicious" Nestle coffee seems to be feeling "extremely bitter". At the beginning of the new year, Nestl é began a vigorous campaign to pour coffee, picking up dairy farmers to pour milk. Nestl é confirmed to the media that the Dongguan Nestle Coffee Factory destroyed 400 tons of coffee and the destroyed products had no quality problems. The move was taken because the market was returning and was close to the shelf life, in order to clean up the inventory. People familiar with the matter estimate that the market price of destroyed coffee may reach tens of millions of yuan.

Nestl é's coffee crisis is likely to be its "foresight", unlike the previous "near-term worries" of dairy farmers. The latter survived through government support and subsidies, enterprise quota acquisitions and market price adjustment, and the relevant departments will not allow the upstream resources to be wasted and the industrial chain to be broken; but Nestl é is different. it admits that the reason for inventory may be related to the slowdown of the whole category of instant coffee. It said that in the Chinese market, the product structure is being adjusted to cope with the rapid changes of consumers. In 2014, it reduced its inventory of coffee, ready-to-drink and confectionery while improving its formula to return to the market.

Data show that the growth rate of domestic instant coffee has dropped from double digits to single digits, but the entire coffee consumption market is in a period of rapid growth. Industry insiders believe that more and more post-80s and post-90s generation tend to buy freshly ground coffee from Starbucks and the Pacific Ocean, rather than instant coffee, which was once all the rage.

Nestle Coffee and Oreo. It has relied on "one trick" to eat all over the world for many years, has made a lot of money in the Chinese market, and finally can not escape the fate of fast consumer goods "like the new and hate the old", and its sales fell sharply last year.

Xu Fuji, Yinlu, Huiyuan. Familiar old snack drinks have to face the situation that it is difficult for consumers to buy; candy, biscuits, instant coffee. Foreign giants and local time-honored brands are no exception.

Why do consumers' tastes start to "change" overnight? Industry watchers think it's a good thing. In the 1980s and 1990s, when there were few choices and it was easy to worship blindly, Daily Chemical recognized Procter & Gamble and Unilever, and bought Nestle and Kraft for food. At present, young consumers' self-awareness is greatly enhanced, and their tastes do not match and they do not buy; if the calories are too high, they do not buy; they do not buy because of low performance-to-price ratio; and if they do not have enough style, they do not buy. " It believes that the days when food companies lie down to make money are over, and they really have to continue to carry out local innovation and product upgrading, so that healthy, fresh and creative food can win the market.