The “Nescafé Portion” series offers a simple solution by allowing consumers to enjoy coffee by just mixing it with milk or water. Nestlé Japan has identified business opportunities in the portioned coffee market and has been refining the “Nescafé Portion” series. According to Nestlé Japan, “The growth in demand for individual packaging and iced coffee consumption has contributed to the upward trend in the portioned coffee market. Notably, this product has been popular among women in their 30s to 50s. To appeal to younger consumers, we have refreshed the packaging design and introduced new flavors favored by younger generations.” Collaborations with companies from other industries, along with new ways of enjoying coffee, have helped the brand grow. In terms of value, the growth rate for March to June 2024 increased by 24% compared to the same period last year.
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