Beverages: How Nescafé is “reinventing” itself for younger audiences
- InsightTrendsWorld
- May 22
- 7 min read
Why This Topic Is Trending:
Cold Coffee Consumption Boom Recent market data show that roughly two-thirds of 18–24-year-olds now regularly choose chilled coffee drinks over hot brews. This surge has been driven by shifting routines—offices and campuses embracing grab-and-go formats, plus warmer seasonal preferences—all converging to make cold coffee the category’s fastest-growing segment.
Personalization & “Coffee Hacking” Culture Gen Z views beverages as a canvas for self-expression. The rise of DIY mixology—where consumers riff on a base ingredient to create personalized concoctions—mirrors broader lifestyle trends around customization in fashion, tech and food. “Hack your coffee” taps directly into this creative impulse.
Influencer-Led Digital Engagement Platforms like TikTok and Instagram have turned charismatic creators into modern brand ambassadors. When a mega-star such as Zach King (185 million followers, 2.2 billion total video views) shares a coffee “hack,” it instantly becomes social currency, amplifying brand messages at scale.
Heritage Brand Reinvention Imperative Nescafé’s decades-old instant coffee image risks feeling outdated to younger consumers. To stay top-of-mind, legacy names must innovate both product and storytelling—transforming from “traditional instant” to “modern, creative experience.”
Sustainability & Cost Efficiency Concentrate formats offer higher servings per package, reducing single-use packaging waste while delivering café-style drinks at a lower per-cup cost—aligning with younger shoppers’ values around both budget and environmental impact.
Overview
Nescafé has responded to Gen Z’s cold-coffee obsession by launching its Espresso Concentrate and partnering with TikTok magician Zach King. The campaign combines a versatile, mix-ready product with influencer-driven, omni-channel storytelling—TV, social clips and behind-the-scenes content—to modernize the brand and deepen engagement among 18–24-year-olds.
Detailed Findings
Market Position & Challenge As the undisputed leader in global instant coffee, Nescafé commands wide distribution—but faces the perception that its core formats are “old school.” Younger drinkers view jarred granules or sachets as lacking the excitement and convenience of cold, on-trend options.
Cold Coffee Shift Consumption of iced and cold-brew coffee has grown at double-digit rates in the past two years, driven by café chains expanding RTD lines and home consumption surging post-pandemic. Nescafé’s research pinpointed this as a critical gap in its portfolio.
Product Innovation Introduced last spring, the Espresso Concentrate is a liquid base that delivers rich flavor with minimal prep time. It dissolves instantly in milk or water, eliminating the need for specialized equipment while offering a consistent taste experience.
Influencer Partnership Zach King’s brand of “visual magic”—short, surprise-packed videos—aligns with the coffee-hacking narrative. His authentic style makes the product feel playful rather than promotional, fostering genuine curiosity and trial among his predominantly Gen Z audience.
Campaign Strategy By debuting in the U.S. before rolling out to the U.K. and other markets, Nestlé can optimize messaging based on early performance data. A three-phase approach—teaser clips, full-length hacks and behind-the-scenes stories—keeps momentum high and encourages user-generated spin-offs.
Key Success Factors of the Product Trend
Multi-Use Versatility A single jar yields dozens of servings—iced lattes, Americanos or experimental blends with juices and sparkling water—broadening appeal beyond traditional coffee drinkers.
Hands-On Personalization “Hack your coffee” empowers consumers to craft signature beverages, driving deeper emotional connection and repeat usage.
Authentic Influencer Alignment Collaboration with a creator who naturally embodies playful creativity ensures the campaign feels organic, not forced.
Synchronized Omnichannel Roll-Out Coordinated TV spots, social clips and exclusive digital content create multiple touchpoints, boosting both reach and frequency.
Key Takeaway
By marrying product innovation (liquid concentrate) with a personalization-driven brand narrative and authentic influencer collaboration, Nescafé has charted a clear path to reengage Gen Z and future-proof its heritage coffee business.
Main Trend
Concentrate-Based Coffee Customization
Description of the Trend
Instead of single-serve sachets or jarred granules, coffee concentrate offers a multi-serving liquid base designed for rapid mixing. This format addresses modern consumers’ desire for convenience, versatility and the ability to personalize every cup to their taste, mood or social media aesthetic.
Consumer Motivation
Creative Self-Expression: Crafting bespoke coffee recipes serves as a form of personal storytelling.
Novelty Seeking: The promise of “magic-style” hacks satisfies Gen Z’s appetite for surprise and delight in everyday routines.
Social Currency: Unique, visually striking beverage creations fuel shares, likes and peer engagement on social platforms.
What Is Driving the Trend
Rapid Cold-Coffee Growth: Top café chains and grocery-store RTD lines report strong double-digit increases.
Influencer Culture Strength: Short-form video platforms accelerate discovery and adoption of new products.
DIY At-Home Mixology: Post-pandemic habits have cemented the kitchen bar as a place for experimentation, extending beyond cocktails to coffee and tea.
Motivation Beyond the Trend
Cost & Convenience: Concentrate reduces per-cup cost and prep time compared to café visits or traditional brewing.
Sustainability Appeal: Multi-use containers mean less packaging waste per serving, resonating with eco-conscious consumers.
Community Building: Shared hack challenges foster belonging among coffee enthusiasts and creators.
Description of Consumers
Age: 18–24 (Gen Z)
Gender & Income: Even gender split; typically students or entry-level professionals with modest disposable income.
Lifestyle: Digital natives who prize convenience, creativity and social engagement.
Category Shopping Frequency: Frequent coffee purchasers—many consume multiple servings daily.
General Shopping Preferences: Lean on e-commerce subscriptions and quick-serve retail; discovery influenced heavily by social media trends and peer recommendations.
Conclusions
Nescafé’s pivot demonstrates how a legacy brand can remain relevant by innovating both product and storytelling. The concentrate format bridges the gap between instant convenience and café-style quality, while the Zach King partnership injects playful authenticity that resonates deeply with Gen Z’s values.
Implications for Brands
Product-Led Personalization: Develop base formats that invite consumer creativity.
Authentic Collaborations: Choose influencers whose natural style aligns with brand DNA.
Omni-Touchpoint Campaigns: Coordinate across TV, digital and in-store activations for maximal impact.
Implication for Society
At-home beverage rituals become more playful and participatory, shifting social gatherings toward collaborative mixology experiences that blend food, drink and digital storytelling.
Implications for Consumers
Empowerment: Access to café-quality, custom-crafted drinks at home.
Connection: Shared hack challenges foster community and peer interaction.
Value: Reduced cost per serving without sacrificing taste or experience.
Implication for Future
Expect a proliferation of concentrate launches across beverage categories, deeper integration of sustainability narratives and more sophisticated social-listening tools to track real-time consumer innovations.
Consumer Trend
Coffee Hacking Revolution Liquid concentrates as the new canvas for at-home beverage creativity.
Consumer Sub Trend
Iced Coffee Remix Culture Blending concentrate with non-traditional mixers (e.g., tonics, juices, flavored milks) to craft signature cold drinks.
Big Social Trend
Creator-Powered Beverage Discovery Influencers as primary catalysts for introducing and normalizing new drink formats.
Worldwide Social Trend
Personalized Drink Experiences Global appetite for beverages that reflect individual identity, creativity and social media shareability.
Social Drive
Short-Form Video Engagement Platforms like TikTok enable rapid, viral diffusion of product hacks and peer-generated recipes.
Learnings for Brands to Use in 2025
Design for DIY: Create product formats that invite playful customization.
Build Co-Creation: Involve consumers and creators early in product ideation and campaign development.
Leverage Social Listening: Monitor user-generated hacks to inform iterative innovation.
Strategy Recommendations for Brands to Follow in 2025
Expand Concentrate Portfolios: Introduce new flavors, functional ingredients and pack sizes optimized for sharing or subscription models.
Deploy Tiered Influencer Ecosystems: Pair macro-influencers for reach with micro-creators for niche authenticity and ongoing engagement.
Orchestrate Seamless Omnichannel Journeys: Align TV, digital, in-store sampling and social activations around unified creative concepts.
Final Sentence (Key Concept)
Concentrate-driven customization and magic-style storytelling are reshaping how Gen Z discovers, crafts and shares their coffee rituals.
What Brands & Companies Should Do in 2025 to Benefit from This Trend and How to Do It
Develop versatile concentrate and base products with clear “hack” prompts on packaging; partner with a spectrum of creators to launch authentic, demo-driven content; roll out simultaneous activations across TV, digital platforms and retail touchpoints; and continuously refine offerings via social-listening insights to stay ahead of consumer creativity.
Final Note
Core Trend: Concentrate-Based Customization – Empowering consumers to brew personalized, café-style beverages at home.
Core Strategy: Influencer-First Co-Creation – Enlisting authentic storytellers to demonstrate and amplify product versatility.
Core Industry Trend: Shift to RTD & Concentrates – Rapid expansion of ready-to-drink and liquid base formats in cold beverage categories.
Core Consumer Motivation: Creative Self-Expression – The desire to craft unique, shareable experiences through beverage innovation.
Final Conclusion: Nescafé’s concentrate launch and Zach King partnership exemplify how heritage brands can fuse product innovation with digital creativity to win the next generation of consumers.
Core Trend Detailed
Description Coffee concentrate has emerged as a versatile, multi-serving liquid base that transforms instant coffee into a canvas for personalized, cold-brew and mixed-drink experiences. By shifting from single-serve granules and sachets to a hackable concentrate format, brands meet Gen Z’s demand for both convenience and creativity.
Key Characteristics of the Trend
Multi-Use Format: A single jar yields dozens of servings, from iced lattes to Americanos or inventive mixers with juice and sparkling water.
Rapid Dissolve: Instant mixing in milk, water, or alternative bases without equipment.
Customization-First: Packaging and marketing emphasize “hack your coffee,” inviting consumers to personalize every cup.
Digital Amplification: Trend momentum is driven by shareable recipes and influencer-led demonstrations.
Market and Cultural Signals Supporting the Trend
Cold Coffee Dominance: Two-thirds of 18–24 year-olds now choose chilled coffee drinks regularly.
Surging RTD & Concentrate Sales: Retail data show double-digit growth in concentrate and ready-to-drink lines.
Influencer Impact: Partnerships with mega-creators like Zach King generate millions of views, validating the format’s buzz potential.
How the Trend Is Changing Consumer Behavior
Ritual Redefined: Moves coffee preparation from machines or cafes to quick at-home mixing.
Creative Engagement: Consumers view beverage crafting as self-expression, sharing unique “hacks” on social media.
Frequency & Loyalty: The interactive nature of hacks fosters repeat purchases and brand affinity.
Implications Across the Ecosystem
For Brands & CPGs:
Innovate base formats that support a wide range of mixology styles.
Embed “hack” prompts and recipe inspiration in packaging and digital channels.
For Retailers:
Highlight concentrate displays with sampling stations and recipe cards.
Bundle concentrates with mix-in ingredients (e.g., flavored syrups, sparkling water).
For Consumers:
Gain café-quality variety at home with minimal equipment.
Engage in a community of shared recipes and challenges.
Summary: Stakeholders must embrace product versatility, experiential marketing and community building to capitalize on this trend.
Strategic Forecast Over the next 12–24 months, expect:
Flavor Proliferation: Expansion into seasonal and functional concentrate variants (e.g., turmeric, adaptogens).
Sustainability Emphasis: Packaging innovations to reduce per-serving waste and highlight eco-benefits.
Deeper Digital Integration: In-app mixing tutorials, AR filter “hacks” and user-generated recipe challenges.
Final Thought The rise of concentrate-based coffee customization—amplified by influencer-driven storytelling—marks a pivotal evolution in how heritage brands can stay relevant, turning routine morning rituals into shareable, creative experiences.
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