100 million euro market for Emmi, NÖM, Nestle, Tchibo, Jacobs and others. Private labels are also growing strongly.
“At the gas stations, ready-to-drink coffee in a cup is already number 2 after Red Bull. It is an energy drink, but without the gummy beer taste,” says NÖM board member Alfred Berger with a smile about the sales boost of cooled coffee drinks. . We drink about 60 million cans and cups a year. All in all, the market is likely to be in excess of EUR 100 million, with food retail sales alone growing 12 percent to EUR 79 million.
Reasons for the prolonged boom are the general trend towards food and drink “to go”, Corona has also boosted branded coffee sales, says Sabrina Schmid, Head of Marketing at Emmi (market leader with almost 31% ahead of NÖM): ” Consumers have treated themselves to more, as it were, and due to inflation, the private label of supermarkets has grown faster in recent weeks, accounting for 45% of turnover.”
There the lower price counts, the well-known manufacturers rely more on innovations. Emmi, for example, refers to variants with less sugar, without additives or with the replacement of cow’s milk with almond milk.
In addition to the ice cream café liter packaging, NÖM also has resealable bottles with a new recipe (“with liquid extract directly from the Arabica bean”) and emphasizes the local milk in them. Tchibo boss Erik Hofstädter has added a variant of oat milk to his new drinks in cardboard cans, the coffee from certified sustainable cultivation is extracted from the beans for 14 hours using the cold brew method.
“The trend towards less sweet products or products with plant-based milk substitutes is noticeable,” confirms Nescafé manager Christian Fellner, who recently gained market share. We are working on suitable varieties.
Even café+co, a specialist in coffee machines in companies and public buildings, offers two iced coffees in environmentally friendly cardboard boxes. “This is the ideal addition to our snack and cold drink vending machines. Although you have to say that it depends a lot on the temperatures – the higher, the more demand,” says director Fritz Kaltenegger.
Source: Krone
I’m Wayne Wickman, a professional journalist and author for Today Times Live. My specialty is covering global news and current events, offering readers a unique perspective on the world’s most pressing issues. I’m passionate about storytelling and helping people stay informed on the goings-on of our planet.
