Drinks
Between
By Lauren Sabetta | Managing Editor
Convenience in a cup
Being an avid coffee enthusiast, I can say that I am one of those people who firmly believes that drinking at least a cup or two in the morning is crucial for starting my day. Having started my relationship with coffee as a teenager in high school, today, I still turn to brewing myself a fresh pot every morning, despite all of the more recent options offered, like ready-to-drink (RTD) options, cold brews, etc.
Although I’ve never really turned to instant coffee for my coffee fix, interestingly, today’s younger generation is not only turning to options like cold brews, but also instant coffee to get their fix, influencing the global instant coffee market, according to a recent Fact.MR study.
“Growing urbanization and changing lifestyles are some pivotal factors influencing the demand for instant coffee, especially among youngsters, around the world. These new customers find instant coffee more attractive,” Fact.MR states. “Modernization is another significant factor, which is fueling the rising demand for instant coffee.”
Further, in its global market study, “Instant Coffee Market To Accumulate $69.2 Billion By 2033,” Fact.MR notes that the global instant coffee market is forecasted to expand at a compound annual growth rate (CAGR) of 5% during the forecast period 2023 to 2033.
Moreover, noting the increasing demand for in-home coffee consumption in developing economies, Fact.MR points to the convenience in preparation as a factor causing consumers to adopt instant coffee.
“Coffee is consumed for reducing fat, increasing microbiome diversity, providing essential nutrients, and improving energy levels. Many people are addicted to coffee and need it to stay awake at work,” it states. “Thus, owing to the hectic work culture, organizations and places of work ensure easy access to instant coffee facilities for employees. Consumers also prefer to carry their coffee with them due to the rising trend of on-the-go food.”
Some of the key takeaways from the Fact.MR study, are as follows:
- The global instant coffee market is valued at $42.5 billion in 2023.
- Demand for instant coffee is estimated to reach a market valuation of $69.2 billion by the end of 2033.
- Sales of instant coffee are projected to increase at a CAGR of 5% from 2023 to 2033.
- Demand for instant coffee in Germany is forecasted to increase at a CAGR of 3.6%.
- Sales of instant coffee in Canada are projected to expand at a CAGR of 4% through 2033.
Highlighting some of the prominent manufacturers of instant coffee, such as Starbucks Corp., The J.M. Smucker Co. and The Kraft Heinz Co., Fact.MR also notes that prominent market players now are involved in expanding their footprints overseas, introducing new products to enhance sales of instant coffee during the coming 10 years.
With so much activity on the horizon, maybe I’ll trade in my coffee pot for some instant packets. BI
PEPSI x PEEPS returns on shelves nationwide
Pepsi announced bringing back PEPSI x PEEPS, now available nationwide. “The collaboration is truly unparalleled — a delicious and refreshing treat, celebrated by two loyal fan bases that brings unapologetic enjoyment to Pepsi and PEEPS lovers all over the country,” said Katelyn Meola, brand director at Pepsi, in a statement. “Since only a few fans were able to get their hands on the coveted cans last time, we’re thrilled to give everyone across the country the chance to indulge in PEPSI x PEEPS this time around.” To celebrate the limited-time product launch and kick off the spring season, the PEPSI x PEEPS duo is leveraging Snapchat’s augmented reality technology to send fans on a virtual egg hunt for a chance to unlock prizes, including a spring trip for two and exclusive PEPSI x PEEPS merchandise, it says. To participate, fans must purchase PEPSI x PEEPS products and scan the can or bottle with the co-branded AR Lens to unlock a secret code to find out instantly if they won a prize. PEPSI x PEEPS products are available while supplies last for purchase nationwide in 7.5-ounce Pepsi mini-can multipacks and 20-ounce bottles.
‘The One with the Umlaut’
NÜTRL Vodka Seltzer unveiled its first big brand campaign: “The One with the Umlaut,” which SNL star Chloe Fineman headlines as “Günter” — a vodka seltzer sommelier with a cheeky sense of humor. Composed of four, 15-second spots and four, unique 6-second videos, “The One with the Umlaut” campaign will roll out in markets across the United States during the next few months, the company notes. Rooted in the idea that living simply is living fully, the campaign highlights NÜTRL’s strict adherence to superior taste through three ingredients — vodka, seltzer and real juice, it says. In her role as Günter, Fineman introduces the world to a simple seltzer that has purpose behind every product element — “well, except for that silly little umlaut garnish above the u,” it adds.
To celebrate Women’s History Month in March and Earth Month in April, Owl’s Brew Boozy Tea announced the launch of its Limited Edition Partea for the Planet Box to raise awareness for Women’s Voices for the Earth (WVE). Owl’s Brew Boozy Tea will donate $1 for every social media post with #TeaforTransparency, it says. WVE’s mission is to rid the world of toxic chemicals in our environment, and through their work they are focused on legislation and initiatives for a cleaner planet and healthier people, the company says. WVE also has successfully pushed corporations making products to remove toxic chemicals that harm the health of our bodies and our planet, it adds. “Owl’s Brew is thrilled to team up with Women’s Voices for the Earth, and work to have a cleaner, more toxic free world. Their mission aligns with ours,” said Maria Littlefield, co-founder of Owl’s Brew, in a statement. “Our team has also learned so much through our partnership regarding the health and environmental impact from hidden toxins in everything from our cleaning supplies, to our beauty products, and even our food and beverages.”
Partea for the planet
The Margarita remains the No. 1 on-premise drink in the United States, according to CGA by NielsenIQ.
In a February release, CGA by NielsenIQ notes that its cocktail tracker shows that Margaritas remain the country’s most popular cocktail. Meanwhile, Martinis have grown in popularity ― now overtaking Moscow Mule for the No. 2 spot in the rankings of the Top 10 Cocktails in the latest quarter, it says.
“CGA’s previous quarterly tracker highlighted the Espresso Martini’s strong performance, entering the Top 10 and in the latest 12 week period, value velocity has jumped up 26% versus Q3 and up by a significant 83% versus the same period last year,” it states. “With prices remaining flat and check values down slightly, this is entirely due to an increase in traffic — seeing the cocktail nearly double in velocity over the past year.”
Further, when entering colder months, CGA by NielsenIQ notes that there had been a slight shift in popularity and preferences of consumers, with the Old Fashioned and Manhattan gaining velocity versus Q3 at the expense of some summer-based cocktails, such as the Mojito and Pina Colada.
“Seasonality plays an important role and it’s crucial to align preferred serves with key occasions, which complement the seasons, to ensure a winning cocktail strategy in 2023,” said Andrew Hummel, client solutions director at CGA by NielsenIQ for the Americas, in a statement. “Despite rising check value, consumers continue to opt for cocktails when prioritizing visits out to bars and restaurants.”
April 2023 | bevindustry.com