来源：美通社北京2024年4月12日/美通社/ -- 面对中国咖啡消费市场的不断升级与变革，雀巢咖啡于4月11日在云南普洱宣布品牌焕新与产品升级。在"提醒每一天"的品牌主张基础上，雀巢咖啡此次全新的产品布局以更沉浸咖啡消费场景为重心，围绕持久提神、沉浸体验、融合风味以及健康自律四大产品体验，带领消费者探索更有趣的咖啡旅程。此次发布的橙C美式、柑橘乌龙拿铁、超浓缩咖啡液、冰袭拿铁
来源：美通社
北京2024年4月12日 /美通社/ -- 面对中国咖啡消费市场的不断升级与变革，雀巢咖啡于4月11日在云南普洱宣布品牌焕新与产品升级。在"提醒每一天"的品牌主张基础上，雀巢咖啡此次全新的产品布局以更沉浸咖啡消费场景为重心，围绕持久提神、沉浸体验、融合风味以及健康自律四大产品体验，带领消费者探索更有趣的咖啡旅程。此次发布的橙C美式、柑橘乌龙拿铁、超浓缩咖啡液、冰袭拿铁、冰椰美式、燕麦拿铁以及中国市场首个咖啡果茶——果然轻咖等六大系列新品，均从关注产品转为更关注人的体验，力求将消费者的咖啡体验推向全新的高度。
咖啡消费市场变化，雀巢持续探索"下一杯有趣的咖啡"
在极具活力的市场增长环境下，中国正在形成自己独特且不断更新的咖啡消费趋势，消费者口味需求、饮用场景变得更加多元。CBNdata前瞻经济学人研究显示，基于咖啡提神醒脑的功能属性、兼具精致生活的文化属性以及"第三空间"的社交属性，咖啡消费的背后链接的更是情绪价值的需求。中国消费者对于咖啡的需求，已然从为功能性买单走向为精神愉悦支付，"放松舒缓"成为消费者购买的最主要因素。
基于对中国本土咖啡市场的洞察，雀巢咖啡结合饮用场景及目标人群重新布局产品线，将探索脚步落在"下一杯有趣的咖啡"在哪里，进行本地创新与场景拓展，力求以更多更好的产品覆盖消费者的需求痛点，引领咖啡消费全面进入"3.0产品体验驱动时代"。
全系新品重磅登场，满足四大消费体验
雀巢大中华大区咖啡业务单元高级副总裁Alfonso Troisi在品牌焕新理念分享时强调，雀巢咖啡围绕消费者的需求，持续打磨持久提神、沉浸体验、融合风味和健康自律四大产品体验，推出六大新品以满足消费者多元化需求。
在沉浸体验上，瞄准高线白领人群，联合多国咖啡大师共同开发的15倍浓缩液，匠心研制还原咖啡好风味。根据本土场景研发的特调系列，推出了添加真实橙汁的橙C美式和柑橘乌龙拿铁，通过"咖啡+万物"的方式为消费者带了更多融合风味的产品体验。全新冰感配方的冰袭拿铁，不含任何反式脂肪，在饮用上做到冷水即溶，打破了速溶咖啡对于冲泡水温的局限。
植物基饮品兼备营养、美味、环保等多重优势，越来越受到年轻消费者的青睐，此次雀巢咖啡也推出了两款植物基咖啡——燕麦拿铁和冰椰美式，通过更高阶的营养搭配重塑植物基定位，低糖低脂，完美平衡了美味和健康 。
基于对咖啡产业的可持续化发展承诺，雀巢咖啡不断延展咖啡原豆的价值曲线，推出了中国市场首个咖啡果茶产品——果然轻咖，将宝藏咖啡果皮挖掘出具有经济价值的咖啡"新物种"，0糖0脂肪，风味新颖，口感清新，少量咖啡因让人们从轻疲惫中清爽充能。果然轻咖兼具健康与环保属性，不仅为追求健康好喝产品的消费者提供了独特体验与新选择，同时也将引领风味潮流，引导消费者成为绿色生活的倡导者、可持续发展生活方式的践行者。
咖啡果茶的推出不仅为市场带来了更多活力，延长了云南咖啡的产业链，也体现了雀巢咖啡在云南坚持可持续发展的初心：雀巢积极拥抱循环经济理念，大规模推动再生食物体系。果然轻咖的创新是这个理念的典型应用，一是前端原料的升级利用，通过创新实现价值最大化转换，避免了食物链上的损失。二是以再生农业的方式生产原料，作为雀巢咖啡2030计划的重要支柱，这种方式通过以改善土壤健康和肥力为核心的再生农业实践，在大幅增加固碳能力，减少温室气体排放，提高气候韧性的同时，改善水循环，增加生物多样性，最终实现整体提高作物产量，提升农户的收入。
享誉百年的雀巢，一以贯之将创新视为发展内驱力。根据尼尔森IQ发布的《2024中国饮料行业趋势与展望》分析，消费者更偏好为自己带来实质性收益，或对健康、体魄有利，亦或是符合饮食需求的产品。雀巢咖啡本次发布的新品毫无疑问再次站在了饮品细分赛道的风口上。早在2023年尼尔森IQ BASES发布的获奖名单中，雀巢咖啡的"燃魂"和"绝对深黑"系列两款产品赫然在列：从风味开发到健康代谢，二者在引领风尚和创新力中双管齐下，击中情绪需求的场景消费以及更多元的消费选择，这也早就预示着雀巢咖啡本土化的创新脚步正在加速。
雀巢咖啡中国传播及创新总监赵雪玫指出，雀巢咖啡通过品牌形象的视觉升级、全家族包装的焕新，打造统一的品牌形象，并通过统一的品牌形象和多元的产品切面，共同构筑丰富、有品质的咖啡探索之旅。本次产品升级在延续"提醒每一天"的品牌价值主张的同时，力求通过全新升级的产品，让消费者在不同场景都能享受到符合自己生活方式的品质咖啡体验，以活力和热情迎接全新的每一天。
Source: Meituan News Agency
Beijing, April 12, 2024/PRNewswire/-- Faced with the continuous upgrading and transformation of the Chinese coffee consumption market, Nestle Coffee announced brand renewal and product upgrades in Pu'er, Yunnan on April 11. On the basis of the brand proposition of "reminding every day", Nestle Coffee's new product layout focuses on more immersive coffee consumption scenarios, focusing on four major product experiences: long-lasting refreshing, immersive experience, blended flavor, and healthy self-discipline, leading consumers to explore more interesting coffee journeys. The six major series of new products released this time, including Orange C American style, Citrus Oolong Latte, Super Concentrated Coffee Liquid, Iced Attack Latte, Iced Coconut American style, Oat Latte, and the first coffee fruit tea in the Chinese market - Sure Enough Light Coffee, have all shifted their focus from products to people's experience, striving to push consumers' coffee experience to a new height.
Figure 1: Nestle Coffee releases six new series of products
Changes in the coffee consumption market, Nestle continues to explore 'the next fun cup of coffee'
In a highly dynamic market growth environment, China is forming its own unique and constantly evolving coffee consumption trend, with consumers' taste demands and drinking scenarios becoming more diverse. The CBNdata Prospective Economist study shows that based on the functional attributes of coffee to refresh the mind, the cultural attributes of refined living, and the social attributes of the "third space," the demand for emotional value is linked behind coffee consumption. Chinese consumers' demand for coffee has shifted from paying for functionality to paying for spiritual pleasure, with "relaxation and soothing" becoming the most important factor for consumers to purchase.
Based on insights into the local coffee market in China, Nestle Coffee has reorganized its product line by combining drinking scenarios and target audiences. It will explore where the "next interesting cup of coffee" is, carry out local innovation and scene expansion, and strive to cover consumers' pain points with more and better products, leading coffee consumption into the "3.0 product experience driven era".
All new products in the series make a heavyweight debut, meeting the four major consumer experiences
Alfonso Troisi, Senior Vice President of Nestle's Coffee Business Unit in Greater China, emphasized during the brand renewal concept sharing that Nestle Coffee focuses on the needs of consumers, continuously refining four major product experiences of long-lasting alertness, immersive experience, fusion of flavor and health self-discipline, and launching six new products to meet the diversified needs of consumers.
Figure 2: Alfonso Troisi, Senior Vice President of Nestle's Greater China Coffee Business Unit
In terms of immersive experience, targeting high-end white-collar workers, we have collaborated with coffee masters from multiple countries to develop a 15 fold concentrated liquid, ingeniously reproducing the good flavor of coffee. Based on local scene research and development, a special series has been launched, including Orange C American and Citrus Oolong Lattes with real orange juice added, bringing consumers a more integrated flavor product experience through the "coffee+everything" approach. The new ice sensation formula of Ice Attack Latte does not contain any trans fat and can dissolve in cold water when consumed, breaking the limitation of instant coffee on brewing water temperature.
Figure 3: Nestle Coffee Ultra concentrated Coffee Liquid
Figure 4: Nestle Coffee Orange C American
Figure 5: Nestle Coffee Ice Attack Latte
Plant based beverages have multiple advantages such as nutrition, deliciousness, and environmental friendliness, and are increasingly favored by young consumers. Nestle Coffee has also launched two plant-based coffees - oat latte and ice coconut Americano, reshaping the plant-based positioning through higher-level nutritional combinations, low sugar and low fat, perfectly balancing deliciousness and health.
Based on its commitment to sustainable development in the coffee industry, Nestle Coffee continuously extends the value curve of coffee beans and launches the first coffee fruit tea product in the Chinese market - Sure Light Coffee. It excavates the treasure of coffee peels to create a "new species" of coffee with economic value, zero sugar and zero fat, novel flavor, fresh taste, and a small amount of caffeine to make people feel refreshed and energized from light fatigue. Indeed, light coffee combines health and environmental attributes, providing unique experiences and new choices for consumers who pursue healthy and delicious products. At the same time, it will lead the trend of flavors and guide consumers to become advocates of green living and practitioners of sustainable lifestyles.
The launch of coffee fruit tea not only brings more vitality to the market and extends the Yunnan coffee industry chain, but also reflects Nestl é Coffee's original intention of sustainable development in Yunnan: Nestl é actively embraces the concept of circular economy and promotes a large-scale renewable food system. Indeed, the innovation of light coffee is a typical application of this concept. Firstly, it involves upgrading and utilizing front-end raw materials, achieving maximum value conversion through innovation, and avoiding losses in the food chain. The second is to produce raw materials through regenerative agriculture, which is an important pillar of Nestle Coffee's 2030 plan. This approach focuses on improving soil health and fertility through regenerative agriculture practices, significantly increasing carbon sequestration capacity, reducing greenhouse gas emissions, improving climate resilience, improving water cycle, increasing biodiversity, and ultimately achieving overall crop yields and increasing farmers' income.
Nestle, renowned for a century, has always regarded innovation as an internal driving force for development. According to Nielsen IQ's "2024 Trends and Prospects of China's Beverage Industry" analysis, consumers prefer products that bring substantial benefits to themselves, are beneficial to their health and physical fitness, or meet their dietary needs. The new product released by Nestle Coffee undoubtedly once again stands at the forefront of the beverage segment. As early as the award list released by Nielsen IQ BASES in 2023, Nestle Coffee's "Soul Burning" and "Absolute Deep Black" series of products were prominently listed: from flavor development to healthy metabolism, both of them are leading the trend and innovation, hitting emotional consumption scenarios and providing more diverse consumer choices. This has long indicated that Nestle Coffee's localization innovation pace is accelerating.
Zhao Xuemei, Director of Communication and Innovation at Nestle Coffee China, pointed out that Nestle Coffee has created a unified brand image through visual upgrades of its brand image and the revitalization of its entire family packaging. Through a unified brand image and diverse product aspects, it has jointly built a rich and high-quality coffee exploration journey. This product upgrade not only continues the brand value proposition of "reminding every day", but also strives to provide consumers with a quality coffee experience that suits their lifestyle in different scenarios through the newly upgraded product, welcoming every new day with vitality and enthusiasm.
