Nestlé is expanding its Nescafé Ready-to-Drink cold coffee range to India, the Middle East and North Africa (MENA) region and Brazil to meet the needs of young consumers who prioritize convenience, variety and on-the-go options that align with their fast-paced and dynamic lifestyles.
Ready-to-drink beverages are the fastest-growing coffee segment globally, growing at double digit largely driven by cold coffee consumption among Gen Z and Millennial consumers. In India, the MENA region and Brazil, where approximately a quarter of the population1 are young people, Nestlé is tapping into the potential of these markets with its Nescafé Ready-to-Drink range, which includes varieties like latte, cappuccino and mocha as well as flavors, such as chocolate, or caramel. Ready-to-Drink coffees provide consumers with tasty, cold coffee on the go, making them a convenient, popular choice for many.
“With Nescafé Ready-to-Drink, we want to bring new consumers to the coffee category and create completely new coffee-drinking occasions,” said Michael Briner, Zone AOA and Global Category Lead for Ready-to-Drink at Nestlé’s Coffee Brands Strategic Business Unit. “Our delicious varieties provide the perfect refreshment to enjoy with friends, on the go, at home, or wherever you prefer. With markets like India and those in MENA having largely been untapped up until now, we are confident we can grow the cold coffee category in these geographies.”
The launch of Nescafé Ready-to-Drink coffee in India, MENA and Brazil builds on successful launches in China, Thailand, Indonesia, Malaysia, Singapore, Japan and Turkey – countries where the ready-to-drink culture is well established and growing. The Nescafé Smoovlatte Original Ready-to-Drink beverage in China is Nescafé’s single bestselling product globally.
1Sources: Country Office Annual Report 2023. MENA Generation 2030.