Truemors
To help protect our coffee factories from business disruption so that we can continue to make instant coffee.
Nestlé dominates the instant coffee sector in Japan, with 66% of volume sales (and just over 40% of total coffee sales). Despite that fact that instant coffee has reached saturation point, Nestlé has invested less in the fresh coffee category, where it had a marginal share and which was led by domestic companies.
Instead, Nestlé has developed a range of liquid concentrate teas and Ready to Drink (RTD) coffee as well as single-serving sticks in line with established trends.
The high demand for instant drinks in Japan has helped maintain Nestlé’s Excella and Nescafé brands market position. To put the dominance of instant coffee brands into context, Nestlé’s best selling Excella brand alone had sales of ¥73 billion in 2001, which equated to half the sales of total ground coffee and almost double that of fresh beans.
The blue jar is a blend called KOUMIBAISEN.
Most RecentMost Recommended Comments (2)
at 02:14 on December 26th, 2008
I went into the Matsuya department store in Ginza, Tokyo, and down into the food hall.
There I was greeted by displays of such neatness that I thought that I was in a boutique.
I work for Nestlé and so I wanted to see how the jars of coffee made at our factories in Himeji and Shimada looked on the shelf.
I've been told that stores wipe down the jars, bottles and can so that there are no water marks or signs of dust etc., on the packs, so that they will not be rejected by shoppers.
Quite different from UK stores.
at 05:22 on December 26th, 2008
oops