Consumers are increasingly exploring alternative health options and following flexitarian diets, seeking substitutes to animal-based products like dairy. Social media has fuelled this trend, bringing it to the mainstream with now one third of the population buying into Dairy Alternatives, with 84% of them doing so for lifestyle choices rather than intolerance.
Nescafé’s best-selling Dairy Alternative products are: Gold Almond Latte; Gold Oat Latte; and Gold Coconut Latte.
Nestlé launched three plant-based frothy coffees in 2019 under its iconic Nescafé Gold brand. The almond, oat and coconut lattes are all certified by the Vegan Society as suitable for people following a vegan diet and carry the sunflower trademark on pack. They are blends of Arabica and Robusta coffee that have been specially crafted to mix perfectly with the plant based ingredients to create smooth, creamy tasting lattes.
The Nescafé Dairy Alternative range is the only plant based offering in the category and the range has been growing fast, up +363% and now worth over £3m (Source: IRI All Outlets and KWP Discounters, 52 w/e up to 30 Jan, 21). “We are quick to spot and embrace fast moving coffee trends and tastes in this highly competitive and innovative market,” comments Laura Branch-Parker, Senior Brand Manager, Nescafe Mixes. “Our new plant based vegan latte mixes are the latest in a long list of innovations to bring new and exciting sensory experiences to our loyal Nescafé consumers.”
This year, Nescafé has already supported the Dairy Alternative range with an extensive marketing campaign for Veganuary as it is a key time to recruit new consumers. The campaign included a Digital and Social activation with consumer competitions.