According to insight shared by NESCAFÉ, consumer attitudes towards workplace beverages are polarising, making decisions even more complex for purchasers.
NESCAFÉ, in Nestlé Professional, has seen that UK consumers are seeking the familiar: finding reassurance in everyday brands – no doubt after the pandemic threw ‘normal’ into disarray. On the flipside, a high proportion of consumers are enjoying more self-indulgent coffee moments, driving demand for premium quality. Exposed to better tasting coffee in and out of home, 70%[1] now think it’s worth paying more for better quality, driving premiumisation in the category. This is pulling through to the workplace meaning that employers now need to premiumise their instant coffee offering to meet the demands of their employees. And as the festive season approaches, why not make sure you are rewarding your teams with good coffee?
In the meantime, the younger generation is driving mindset and behavioural changes in the workplace. Gen Z and Millennials make up almost a quarter of the global workforce at present[2], and this will increase to 75% by 2030. And according to Mintel, their attitudes are taking root. Social responsibility is key, with 69%[3] of Gen Z preferring a purchase from a company that contributes to social causes. Healthier lifestyles are important, leading to increased consumption of dairy alternatives, with 84%[4] of this demographic doing so as a lifestyle choice rather than a dietary need.
Vassia Katsogianni, Senior Brand Manager, NESCAFÉ OOH at Nestle UK&I, commented: “This is critical insight for wholesalers evolving their workplace beverage offer to meet employee needs. As well as catering for the rapidly growing workforce of Gen Z employees seeking greater variety from brands that are a force for good, wholesalers need to acknowledge the high proportion of employees wanting comforting reassurance from their coffee.”
Coffee is a vital part of workplace catering – a solid foundation on which purchasers can innovate to meet different needs. Recognisable, trusted brands are ideal for providing this reassurance, and brands like NESCAFÉ have been diversifying their range to meet evolving workplace needs for years.
NESCAFÉ is passionate about sustainability and the people they work with. For the last 10 years, the brand has been committed to sustainable sourcing to ensure a fruitful future for everyone in the coffee industry. They have distributed over 180 million disease-resistant coffee plants to farms, developed labour rights programmes and helped over 10,000 farmers to work more efficiently through business skills training. What’s more, NESCAFÉ comes in tins that are infinitely recyclable, and they have committed to making 100% of their packaging recyclable or reusable by 2025.
Vassia added: “We believe that Good People Deserve Good Coffee. Taste is just one of many reasons you can feel good about offering NESCAFÉ. So why not help your customers show their appreciation with a coffee brand their employees know and love this Christmas, whilst supporting the world that we live in?”
To find out more, visit Cup of Respect – Responsible Coffee | Nescafé | UK & IE (nescafe.com)
[1] Kantar, FMCG Panel, 4wk 19/4/2020
[2] Mintel Future of Coffee 2019
[3] Mintel Future of Coffee 2019
[4] Mintel Future of Coffee 2019
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