Why is Nitro Coffee Important?

Monday, October 15, 2018

The coffee category is bursting at the seams with new tastes, textures and methods as consumers demand new products.

 

Cold coffee is already an established market segment – nitro coffee is the latest innovation.

AN EXCITING NEW PRODUCT FOR COLD COFFEE FANS

LIKE BEER, IT’S TRADITIONALLY SERVED COLD STRAIGHT FROM A TAP

 

ADDING NITROGEN TO COFFEE RESULTS IN A SLIGHT CARBONATION, CREATING A FROTHY CREMA AND A SMOOTH, CREAMY TEXTURE

 

Cold coffee is exciting and it attracts younger consumers into the category who are increasingly turning away from hot beverages in general. 

Amongst 16-24 year olds and 25-34 year olds, hot beverages account for only 32.6% and 37.8% of consumption contrasted with 65.5% amongst 55-64 year olds1. The majority of beverages are consumed by this group cold and they are more exploratory with the influx of cold options available – cold coffee is no different with 66% of millennials drinking cold coffee.

Millennial consumers who love ready-to-drink (RTD) coffee have specific expectations and evolving needs. This group are in the earlier stages of their careers and:

  • ACTIVELY SEEK OUT  NEW PRODUCTS2
  • ARE HEALTH AND  WELLNESS-CONSCIOUS2    
  • HAVE BUSY LIFESTYLES AND WILL PAY MORE FOR CONVENIENCE2    
  • SPEND MORE MONEY ON FOOD AND BEVERAGES2    
  • PLACE A HIGH VALUE ON EXPERIENCES2

So the market is changing and we’ve seen that the beverage category is already responding to these changing consumer demands:

BUSINESSES ARE LOOKING TO SATISFY MILLENNIAL CONSUMERS’ INTEREST IN NEW, INNOVATIVE AND EXPERIENTIAL MOMENTS3 e.g. Cold Brew

THEY NEED TO MAKE SURE THESE MOMENTS ARE AVAILABLE WHEREVER, WHENEVER3 e.g. Smart Coffee

 

ESTABLISHED COLD COFFEE PRODUCTS ARE EVOLVING TO KEEP DELIVERING NEW TASTES, TEXTURES AND FORMATS3 e.g. Coffee in a Cone

 

However it’s not just cold coffee which is an important trend! Consumers are also increasingly seeing value in terms of overall experience as the quality of in home products continues to increase and the availability of their favourite products continues to grow. And the growth of more experiential dining moments cannot be ignored – right from environment design, the way food is served to the actual product itself (think dry ice steak). Nitro coffee delivers on all these fronts – it’s an experience right from the novelty of getting coffee on tap, to the visual layering in the glass, to the ice-cold, creamy experience of consuming the product.  

Essentially, nitro coffee allows businesses to tap into the explosion of cold coffee and serve ice cold beverages that are both delicious and exciting. Recognising and reacting to trends in both the coffee category and OOH world are crucial if businesses are to delight their existing customers and attract new customers.

 

Our solutions to the capture the growth in cold coffee

 

A UNIQUE TASTE AND EXPERIENCE – ON TAP

NESCAFÉ AZERA Nitro Dispenser

When enjoyed from the tap, NESCAFÉ Azera Nitro is a unique and shareable experience.

The unique cascading effect, created by the nitrogen as it is poured into the glass, is sure to delight consumers.

An on-trend drink with a smooth and creamy taste profile.

NESCAFÉ Azera Nitro is served from a tabletop solution that is easy to set up and use.

VIEW DISPENSER

 

A UNIQUE TASTE AND EXPERIENCE – IN A CAN

NESCAFÉ AZERA Nitro cans

The convenient option for coffee lovers on-the-go.

This format also offers a unique experience: the refreshing ‘crack and fizz’ that is heard when the can is opened. This is the sound of the nitrogen being released

and infusing through the coffee, building anticipation before the first sip.

Available in two refreshing flavours: Americano and Latte.

VIEW AMERICANO CAN

VIEW LATTE CA

THE RIGHT BRAND TO BRING NITRO TO YOUR BUSINESSNESCAFÉ AZERA logo

NESCAFÉ Azera resonates with the target consumer and brings barista coffee credentials to the market:

  • NESCAFÉ Azera is the leading brand in soluble coffee, setting trends in the category3
  • NESCAFÉ Azera is  the most innovative category brand, backed  up by demonstrated coffee expertise3
  • NESCAFÉ Azera has strong brand awareness (70% YTD July 2018)3

 

Join the nitro coffee revolution and get in touch with us today!

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Sources

  1. Kantar Worldpanel Usage, IHCO Consumption, 52 w/e 31st December 2017
  2. Allegra World Coffee Portal Consumer Research and Analysis, September/October 2016
  3. Millward Brown UK Light Tracker, August 2018