2. Nescafe (3)
Nescafé is one of 13 global brands chosen by consumers more than 1bn times per year, and Kantar Worldpanel said that 90% of its reach points (2.27bn in total, -2% on 2012) are in emerging markets, with 60% of those in Asia; Consumption Frequency is 10.6%, and Household Penetration 26%.
"Interestingly, Nescafé is declining in some of its core markets such as the Philippines where the instant soluble market is falling and mixes (three-in-one products) are proving popular," Kantar's analysts wrote.
"In general, consumers [there] are now buying less coffee by making fewer trips. A number of local competitors are also on the rise, such as Kopiko and Great Taste, and this has hit the brand which is still heavily reliant on Nescafé Classic," they added.
Meanwhile, in the US, Kantar's analysts noted the trend towards single-cup coffee, which meant that instant had less than 25% penetration and was declining, despite Nescafé's strength as the No.1 instant coffee (regular plus decaf) brand.
