With the new Cappuccino range, NESCAFÉ launches the invitation to say YES to the indulgence and pleasure of enjoying a coffee

Nestlé Romania recently announced the launch of a new range of coffee mixes in the Cappuccino segment – NESCAFÉ Cappuccino – with new recipes, a new packaging design and a new communication campaign, under the strategic platform “Make your world”, which focuses on reinventing the pleasure of enjoying coffee and saying YES to a moment of pampering. Ramona Hărătău, Mixes Business Lead SEE, Nestlé explains the stakes and implications of this premiere.

What are the economic and marketing arguments for launching the new range of coffee mixes?

The coffee market in Romania is quite developed and mature, with a strong culture of coffee shops, single-origin coffee and, more recently, specialty coffee, which is increasingly appreciated across the entire spectrum of consumption, from its strictly functional benefit to pleasure and indulgence in the name of taste and aroma.

According to a NielsenIQ study [Project Cup Romania, 2024], indulging through the pleasure of taste has become the main reason why Romanian consumers consume coffee, looking for moments of delight with small treats. Cappuccino coffee specialties are essentially a delicious choice for such moments of personal indulgence and market figures support this, highlighting a positive evolution of the segment: sales in value of cappuccino mixes, nationally, increase by +11% in 2024 compared to 2023.

Regarding the flavours preferred by Romanians, the best-selling variants* in Romania in 2024 are: chocolate (34% – including white chocolate flavour), classic cappuccino variant (31%) and in third place vanilla (12%), followed by other types of flavours such as caramel, nuts or Irish. Among the specific flavoured variants, cappuccino mixes with Irish flavour have the fastest growth (+7% in 2024 compared to 2023), gaining popularity among consumers. (*Sales in portions, NielsenIQ data).

What do Romanians prefer when it comes to coffee?

Romanians’ coffee preferences are influenced by several factors such as age, lifestyle, education and income. The role of coffee in the consumer’s life is changing, the transition from a daily habit to a state of mind is becoming more pronounced, and the connection between the type of coffee and the consumer will become stronger. In addition, in recent years there has been a trend to refine the moment of coffee consumption at home.

Meeting the consumer preferences, the new NESCAFÉ Cappuccino range offers an innovative experience, a balanced blend of coffee, milk and rich foam, available in the most popular flavours in the segment (Classic, Chocolate, Vanilla), to which is added the surprising flavour of Irish, as an innovation in the NESCAFÉ portfolio, the perfect reason for indulgence and relaxation in the comfort and privacy of the home.

What is NESCAFÉ’s message to Cappuccino fans?

Given the positive evolution of NESCAFÉ coffee mixes over the past two years, we see the potential to develop and reinvent the cappuccino specialty coffee category by launching a new range of cappuccinos, with improved recipes, in response to the latest consumer trends and needs. We know that cappuccino lovers are looking for ways to indulge themselves – whether to relax or to socialize with others, so the experience of an indulgent taste and the variety of flavours to choose from becomes extremely important.

NESCAFÉ is improving the profile of the beverage, as well as the overall experience of enjoying cappuccino coffee mixes, easy to prepare in the comfort of our homes. With the new campaign “Say YES to Cappuccino”, we aim to show consumers that the power of saying no in a fast-changing world with many demands on us, leaves room for a proper YES, for ourselves. We hope that this moment of pampering and care that consumers give to themselves, along with a delicious cappuccino, will help them make an active decision to say yes to what really matters to them, creating a long-lasting positive impact in their lives.