KENYA – Consumption of premium instant coffee products is proliferating at a rapid pace in emerging markets due to inflating disposable incomes, growing urbanization and altering food patterns of the consumers in these regions.
In pursuit to expand its consumer-base of the product category, Nestlé East and Southern Africa Region (ESAR) has launched NESCAFÉ 3in1 Creamy White in Kenya.
The move follows consumer research in which the product emerged as the preferred coffee mix recipe based on its creamy smoothness.
The coffee mix, which is packaged in Kenya, will retail at Ksh.15 (US$0.13) per single serve sachet, making it the most affordable in its category.
This pricing decision is informed by market data that indicates growing coffee consumption among the young urban population, which has a discerning palate and wants a quality creamy coffee that is accessible within their disposable income.
Speaking at the launch, Ng’entu Njeru, Managing Director at Nestlé East and Horn of Africa Cluster said, “Today’s youth are the future; therefore, smart brands and businesses will succeed by keeping abreast of their needs and meeting their demand for quality products that are accessible at their income levels.”
Coffee mixes, such as NESCAFÉ 3in1 Creamy White are gaining popularity among young consumers for the on-the-go convenience that they offer, to suit the busy lifestyles of young people juggling multiple pursuits.
With the launch, Nestle is expanding its market share of the global instant coffee market which reached a value of US$ 12.1 Billion in 2020.
Looking forward, IMARC Group expects the market to grow at a CAGR of 5.1% during 2021-2026.
Nestle launches Activate Your Potential campaign
Going beyond enhancing the consumer experience, the food giant through NESCAFÉ 3in1 Creamy White, will spearhead its Nestlé Needs Youth program, tapping into the ambitions and aspirations of the youth.
The initiative prepares young people for employment and entrepreneurship, including in agribusiness.
“As a brand committed to the success of young people, we have a responsibility to get involved in activating their potential to turn their creativity and drive into tangible income streams. To this end, we have launched an initiative named: “Changamkia Your Potential” which we translate to “Activate Your Potential,” Njeru explained.
In this program, NESCAFÉ 3 in1 Creamy White will help young people package and share their ambitions by connecting them with business leaders across different spheres who have succeeded in their career paths.
In addition, the company will connect them to resources that will enable them to pursue and achieve their business goals.
Other initiatives under the company’s Nestlé Needs Youth umbrella support entrepreneurship and farming communities.
Through the My Own Business (MYOBU) project, the company recruits, and trains youth to start NESCAFÉ coffee selling businesses in busy market areas.
Under the NESCAFÉ Plan, more than 50,000 local farmers, including over 8,000 women, have received training on good agricultural practices and financial literacy.