Instant growth for Nescafé

Nescafe continues to dominate the Middle East's instant coffee sector, according to a recent study by Nestle.

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By  Roger Field Published  September 7, 2006

Consumers in the Middle East are lapping up instant coffee, according to a recent study commissioned by food and beverage giant Nestlé, which owns the Nescafé brand of instant coffee. Consumption of Nescafé in the Middle East increased to some 1.3 billion cups in 2005 – representing an annual growth of 15% from 2004. The figures are god news for Nescafé in the Middle East – a region that is traditionally associated with tea drinking. Furthermore, the study, which was commissioned by Nestlé Middle East in the GCC and the Levant, raised some interesting facts about the instant coffee market. For example, instant soluble coffee’s share of the drinks market in the region, excluding water, has grown five-fold since 2000. Nescafe also leads the category, with a market share of 88% in the GCC, and is also the world’s leading coffee brand. “Nestlé has been promoting the consumption of coffee, as consumers know it today, in the Middle East since the 1950s,” said Assaad Bou-Jawdeh, senior brand and OOH operations manager for Nescafé at Nestlé Middle East. “When we formally introduced Nescafé to the region, the consumption of tea and the ubiquitous cardamom-infused ‘qahwah’ was prevalent. Nescafé soluble coffee is indeed becoming a hot beverage of choice for the young Middle Eastern generations.” Bou-Jawdeh added that Nescafé undertakes significant research to develop coffee for specific markets, and this was no different in the Middle East. “When we create a coffee-taste-profile for a particular region, we ensure that our understanding of local-consumer-preference coupled with our latest proprietary production technologies are suitably harmonised to create a blend which matches our consumers’ liking,” Bou-Jawdeh said. For example, in 2002, Nescafé introduced its Red Mug line, which was developed to suit the taste profile of Middle Eastern consumers. Nescafé My Cup, which was launched in 2005, is another product developed specifically for the region. Nestlé introduced Nescafé in Switzerland in 1938, following almost seven years of research. Nescafé is produced with Arabica and Robusta beans.

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