coffee makers


On-trend Trends across the sector include a desire for more space-saving devices and more colourful appliances, the latter “most apparent within the younger demographic,” says Jonathan. Though, he adds: “The classic models in satin, cream and black still prove the most popular with consumers continuing to opt for safer and more stylish colour options that will outlive passing trends” There is also increased interest in bean-to-


cup. However, he notes that closed portion coffee machines continue to dominate, with more than 60% of market share. Brema notes that “consumers are


increasingly appreciating, selecting and demanding superior quality coffees, both at home and out-of-home. Over the last 13 years in the UK, we’ve observed that consumers have become increasingly more appreciative of quality coffee - at home, at restaurants and at the office.” Nespresso recently commissioned research showing that one quarter of restaurant customers would not return to even the highest quality restaurant if the coffee wasn’t up to scratch. “This is quite telling,” says Brema. “Consumers also expect more when it comes to coffee at work and we see that even small changes - such as providing great quality coffee at the office - can increase motivation and productivity of employees.” The next must-have appliances, according


to Mark, are compact coffee machines – which is why De’Longhi designed the Prima Donna XS, described as the slimmest bean-to-cup machine on the market. “Consumers are entering a new wave of


appreciation and understanding of coffee, which was last seen by the wine industry,” he claims. “And this has been driving consistent sales of bean-to-cup at the premium end.” Caroline notes that the POD machines are success story too. “If you think back 15 years,” she says, “filter coffee machines used to be


the biggest area in coffee. The pod market is now the biggest and fastest growing category. Consumers like the convenience.” As Mark notes: “Pop in a pod or capsule and


the drink is delivered straight to your cup. Whilst systems using pre-packaged coffee are not everyone’s ‘cup of tea’, it’s a great way to get your caffeine fix in the morning when you’re in a rush.”


Consumers are entering


a new wave of appreciation and understanding of coffee, which was last seen by the wine industry


De’Longhi Prima Donna XS October 2013


When it comes to how retailers can improve sales of coffee makers, the answer can be summed up in one word: “demonstration”. “Consumers will always like to experiment with a product prior to purchase,” says Jonathan. “So it’s important to ensure staff are fully trained and able to give product demos to interested consumers. Alternatively, welcoming manufacturers to run in-store product demonstration events will encourage consumer engagement.” “Demonstration is an excellent way of showing all the USPs of the machines,” confirms Caroline. “It does all the talking for you.” Brema suggests:” It’s vital that at every point of contact with the Nespresso brand, the quality experience is communicated - and that’s why we invest in training a large number of Nespresso Ambassadors who demonstrate in our retail partners’ establishments, including John Lewis and Debenhams.” Imminent is the approach of Christmas which, as every electrical retailer knows, is – in Jonathan’s words - a key time of year with consumers looking to spend that little bit extra on gifts for family and friends. “So it comes as no surprise that this is our busiest period, with sales increasing significantly over the festive season,” he says.


Krups EA8442 bean to cup machine


De’Longhi Scultura Bar Pump


Nespresso deliberately expanded its U machine range in time for the Yuletide period and also recently launched a media campaign with Nespresso ambassador George Clooney. The promotion runs across TV, print, outdoor and digital formats (with particular impact at London’s Euston railway station to catch commuters’ eyes). And for De’Longhi, Mark notes that the


coffee machine category continues to grow above expectations in a very challenging economic environment - and he expects its popularity to continue throughout the golden quarter and into 2014. Caroline is similarly optimistic: “The coffee


category is booming,” she says. “Household penetration is still low, so there is a great opportunity out there for retailers to get behind this category.” And, so far, it seems their predictions


are on track. Says Jonathan: “The feedback we’ve received from our retail partners is encouraging and our expectations are in line with their forecasts. It’s going to be a coffee Christmas!” Electrical retailers everywhere will be hoping that he’s right.


Nespresso U&Milk


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