NESCAFÉ AROUND THE WORLD
What makes NESCAFÉ unique from other coffee companies is the breadth of experience in delivering coffee to most of the countries and consumers in the world. It's the blend of matching cutting edge technology with consumer understanding that makes NESCAFÉ special.
The UK
Although traditionally a tea market, the UK is the number one NESCAFÉ coffee market in the world. As it's the people's favourite, Original is the clear leader.
Main competitors: Kenco
A sample of NESCAFÉ products sold: Original, Gold Blend, Alta Rica, Cap Colombie, Kenjara, Fine Blend, Blend 37, Black Gold, Cappucino, Espresso, Original Decaffeinated and Half Caff, and Gold Blend Decaffeinated and Half Caff.
Mexico
Soluble coffee again leads the way in this market, with NESCAFÉ absolutely dominating the scene.
NESCAFÉ Classico is the stongest player in the market.
A sample of NESCAFÉ products sold: Decaffeinated, Diplomat, Ristreto, Dolca.
Philippines
Almost entirely a soluble market. NESCAFÉ has the lion's share of this market. Coffee drinking is largely restricted to breakfast time.
Competitor brands: Great Taste, Blend 45
A sample of NESCAFÉ products sold: Classic, NESCAFÉ 3 in 1, (Coffee, Coffeemate and sugar in one), NESCAFÉ Gold and NESCAFÉ Ice.
France
Although this is largely a Roast & Ground market, soluble still accounts for around one third of all coffee drunk. Over half of the soluble consumption is based on chicory mix products.
Competitor brands: Maxwell, Jacques Vabre, Carte Noire
A sample of NESCAFÉ products sold: Special Filtre (equivalent to Gold), NESCAFÉ Selection, Braséro.
South Africa
Soluble coffee dominates the South African market, in-home. Soluble coffee mixtures (Coffee/chicory blend) are by far the most popular, with 90% share of the market. Pure coffee holds around 7% of the market.
A sample of the NESCAFÉ products sold : Classic, Ricoffy, Encore, Gold, Alta Rica, Cap Colombie, Cappuccino and Ricoffy with Creamer.
Japan
The level of coffee consumed here is similar to the UK. In this market, however, liquid ready to drink coffee in cans & bottles is significant. Consumption of cold soluble coffee is key to this market, equating to one in five cups. Most of their hot coffee is drunk with creamer.
Main competitiors: Blendy, Maxim
A sample of NESCAFÉ products sold: Excella (equivalent to NESCAFÉ Classic) and Gold Blend.
Australia
Again, soluble dominates this market. 93% of consumption is 'In Home', and coffee has a larger market share than tea.
A sample of NESCAFÉ products sold: Blend 43 (the clear brand leader), Gold Blend, Alta Rica, Cap Colombie, Kenjara, Mild Roast, Espresso, Decaffeinated, Gold Blend Decaffeinated, Cappuccino, Mocha, Latte, Vanilla Caramel, Hazelnut, Cinnamon, Frappe.
USA
The largest coffee consumption market in the world. Roast and Ground dominates. The USA is one of the very few markets where NESCAFÉ is not the lead soluble brand. The advent of Starbucks and coffee house chains has added glamour to the whole coffee market. There has always been a great interest in flavoured coffees and coffee specialities.
Competitor brands (soluble): Folgers, Maxwell House
A sample of NESCAFÉ products sold: NESCAFÉ, Nestlé Taster's Choice, and NESCAFÉ Classico - imported for the Mexican population.
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