Pat Collier
hot beverages buyer for the Co-op group
The Nescafe campaign has added some interest into the category. But initial views are that the new users it has attracted tend to enter through smaller pack sizes. As in soft drinks, younger consumers are more likely to have a larger repertoire. The jury is still out as to the campaign's success as it is not easy to monitor. Nescafé ¨as lost some market share through the focus on café ³ociety which is promoting coffee variants such as cappuccino. This category has been heavily promoted over the past 12-18 months, skewing normal sales patterns.

Kerrie Bruce
product group manager for Somerfield
The promotional support provided by Nestlé ·as strong, especially on the 200g jar. There was also a substantial effort made with point of sale and posters in and around the stores.
But, overall, the sales value of these products has not increased. In fact I would say there has been a steal effect from other Nescafé ‚rands such as Gold Blend and Fine Blend, causing further value erosion.
This was always going to be a difficult relaunch due to the declining market. The drinking habits of 16- to 24-year-olds was not going to change overnight because Nescafé £hanged its packaging. However, awareness in this age group has increased. Nescafé ¨as improved its perception and seen an increase in younger consumers.

Matthew Frost
hot beverages buyer for Asda
The latest Nescafé ¡d campaign is encouraging as it is addressing a younger audience. Nescafé ©s also looking at the convenience market with its 'coffee in a can'. As to whether it has been successful in targeting this audience, it's still too early to tell but the ads have certainly caught the attention of consumers.

Nicholas Weber
hot beverages buyer for Safeway
Anything like the Nescafé £ampaign, where big players spend a fortune, is good for the whole industry. The industry is fighting soft drinks and needs to appeal to a younger audience. As a result of the Nescafé £ampaign sales on lines we don't normally promote were uplifted.

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