Core Insights - Nescafe is targeting the growing cold coffee market to attract younger consumers, particularly Gen Z, who are increasingly consuming iced coffee [2][3] - The company aims to reposition coffee as an all-day beverage, moving beyond traditional morning consumption [3][11] - Nescafe's new product, Espresso Concentrate, allows for customization and is part of a broader strategy to innovate within the coffee category [6][7] Company Strategy - Nescafe and Nespresso are two of Nestle's six key priorities for 2025, indicating a strong focus on coffee as a growth area [3] - CEO Laurent Freixe emphasizes the need for fewer but more impactful innovations, with coffee being a category with high potential for success [5] - The company is exploring adjacent markets, including traditional tea markets in India, China, and Japan, and positioning coffee as a sophisticated alternative to alcohol [9][11] Market Trends - One-third (32%) of out-of-home coffee consumption is iced, highlighting a significant trend towards cold coffee beverages [2] - Younger consumers are drinking less alcohol, creating an opportunity for coffee to be marketed as an adult beverage alternative [10][11] - The launch of Nescafe Espresso Concentrate in various international markets, including the U.S., U.K., and China, reflects a strategic expansion plan [8]