Chilled coffee on the up

ARLA Foods, the firm behind the Starbucks range of milk-based chilled coffee drinks, has released figures which suggest the category is enjoying strong growth.

Nielsen figures released by the firm put UK growth for chilled coffee at 22% in both value and volume in the year to 17 June 2017. The category is now worth over £65m.

Starbucks brand chilled coffee makes up the bulk of sales in the sector, accounting for 60% of value sales, followed by next biggest brand Emmi at 19% of the market, with Jimmy’s, Caffionata and own-label brands rounding out the top five, which accounts for 97% of the total category.

Claire Irvine, commercial marketing manager at Arla Foods, said that for retailers looking to tap into the growing category, offering a selection is key.

“Choice and variety is very important to customers and Starbucks is currently the only chilled coffee brand with such a brand choice across its Doubleshot, bottled Frappuccino range and Chilled Classics which are closely linked to its coffee house favourites, including Caffe Latte, Cappucino and Caramel Macchiato,” said Irvine.

Health and wellness are also a focus for chilled coffee consumers according to Irvine, who said that communicating nutritional value is key.

“Consumers are interested in their health and wellness more so today than ever before, with calorie and sugar content being a key consideration at purchase.

“Starbucks clearly displays all nutritional information on pack to help customers make informed choices and offers a wide range of choice for all coffee lovers seeking to enjoy a little life, whilst on the go,” she said.