KUALA LUMPUR, 29 September 2015 – To celebrate International Coffee Day, online marketplace 11street (www.11street.my) and No.1 coffee brand Nescafé, part of Nestle Malaysia, today shared insights of the latest coffee consumption trends. With coffee becoming more popular in Malaysia, there has also been a rise in the younger generation’s taste for high quality coffee. This has led to a boom in cafes opening up and has driven coffee companies to focus even more on innovation and the development of different product varieties that satisfy consumers’ needs.
Malaysia has historically been a tea-drinking nation, but the consumption of coffee is on the rise. In 2014, the Malaysian coffee market was good for a total of RM581.7 million. Malaysians indicate they drink about 2 to 3 cups of coffee per day. Moreover, these numbers are expected to grow with an additional 5.9% over the next 5 years.
“In combination with the jump in coffee drinking in Malaysia, we have seen an evolution in taste from where consumers are becoming more discerning and demands for high quality coffee products. Youngsters especially have acquired a taste for specialty coffee, and – because they love the convenience and efficiency of e-commerce – it is exactly that generation that we want to reach. As a result, Nescafé made the decision to take our new innovative products, such as NESCAFÉ Mountain Wash and NESCAFÉ Dolce Gusto to the next level and focus more closely on the younger generations by selling it online at 11street,” says Sherif Hani, Business Executive Manager (Beverages) at Nescafé.
Hani further shares that bringing its products to 11street will enable Nescafé to connect directly with younger coffee lovers in Malaysia and offer them a platform to educate the consumers on ‘the art of coffee’.
“Online channels allow brands like Nescafé to share fun recipes with consumers, have them brew new concoctions and inform them about combo purchases that make the whole coffee experience a lot more fun. It is this kind of self-enablement that turns consumers into fans, that would be much harder to convey in brick and mortar stores than via ecommerce.”
Diversifying Online Purchases Lead to Search for Household Items and Grocery Brands
Bruce Lim, Vice President of Merchandising at 11street says, “We are committed to help brands like Nescafé to capture the booming e-commerce market. In a country where people are becoming more connected on Internet, it is important to implement an efficient, truly Omni-channel strategy to entice and enthuse your target audience especially when they are the young digital generation.”
11street has recently also noticed that Malaysians’ shopping behaviour has become more diverse. Over the past couple of months, 11street has seen searches for household items and groceries increase. Coffee, milk, green tea, chocolate and honey for instance, are some of the most popular items on 11street.
Moving forward, 11street will be adding more Nestlé products to its marketplace. Some of the promotion items will be Nescafé Mountain Wash, Nescafé 3 in 1 Caramel Latte and Nescafé Blend & Brew Zero. To already help Malaysians indulge in the pleasure of International Coffee Day, consumers can buy coffee beverages up to 20% discount on the 11street website between 28th September and 5th October.