Since August 2018, Nestlé has been marketing Starbucks' consumer and catering products and the result has exceeded even the most optimistic expectations. In the first half of 2019, Nestlé sales increased 3.6 percent to CHF 45.46 billion, or EUR 41.1 billion, compared to CHF 45.46 billion in the same period last year.
Nestlé acquired the right to market Starbucks consumer and catering products worldwide in 2018. Starbucks cafés are excluded. Nestlé distributes the Starbucks range in 14 countries. Nestlé wants to score particularly well with young customers who are willing to pay higher prices for trendy products. Currently, the conditions for selling coffee are difficult. It's all about being creative and breaking new ground.
Germany is one of the four most important sales markets for the Nestlé Group. Coffee is undisputedly the favourite drink here. In the form of café crema, cappuccino, espresso, latte macchiato, etc., Germans consume an average of 6 kilograms of coffee per year. That seems to be a lot, but the Germans are only in the front midfield when it comes to coffee consumption compared to the rest of the world. The world champions in coffee consumption are the Finns with 12 kilograms of coffee per year. This is followed by other Scandinavian countries such as Sweden (10 kilograms/year) and Norway (9 kilograms/year). Considering that the Scandinavians are considered to be the happiest people in the world, the enjoyment of aromatic coffee could play a part in this.
close
Share this post: