Hot drinks is showing a fairly flat overall category growth in New Zealand in 2023, with both retail and foodservice sales coming back to normalisation after the atypical troughs and peaks of the pandemic era and following societal recovery. Also, even though New Zealand is deemed to have a relatively stable economy, inflationary pressures have still been felt and consumers continue to display a degree of price sensitivity in many cases.
A notable trend observed in hot drinks in New Zealand is the distinct dichotomy in consumer preferences, marked by a polarisation between the desire for sweet indulgence and a growing emphasis on health and wellness. Even in the face of financial pressures, consumers continue to prioritise the pursuit of sensory delight in their food and beverage choices.
Competition is quite tight in hot drinks in New Zealand as a whole, with the overall leading brand being Nescafé (Nestlé New Zealand Ltd), with a small lead on second-placed Moccona (Jacobs Douwe Egberts NZ), and with Avalanche (Avalanche Coffee Ltd) in third brand place. Jacobs Douwe Egberts and Nestlé are also practically neck-to-neck in overall company terms, while Jacobs Douwe Egberts leads coffee and tea, and Nestlé leads other hot drinks.
Supermarkets remains the main retail sales channel for hot drinks in New Zealand, although we have also seen the evolution of e-commerce since the era of the pandemic, with a wider range of groceries available via online channels (e.g.
Whilst foodservice did, indeed, rebound after the pandemic era, volume growth in on-trade channels remains somewhat sluggish. There are couple of factors for this, including an ongoing trend for hybrid working (part-time at home, part-time in the office), along with the fact, in some cases, consumers have become used to making their own hot drinks at home, as opposed to purchasing such on-the-go as they are out and about.
Hot drinks is expected to see an improving performance over the forecast period, albeit not as dynamic as one might hope. Hot trends will be those around sustainability, health and wellness claims and formulations, and premiumisation in sweet and indulgent products.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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