Nespresso UK managing director on 2021 consumer trends
Chesneau said it was difficult to predict the lasting impact of COVID-19 on consumers and businesses. However, he believed the gradual return to work for most thanks to the easing of lockdown restrictions would create more situations for drinks such as coffee to capitalise on.
“At Nespresso we will ensure we evolve and adapt with these changes in behaviour.
“We know there will be an increase in expectation of safer experiences within offices, where people share spaces and resources regularly. New technology to improve the coffee experience within this environment is important.
“An increased demand for amenities is also clear among those working from co-working spaces, with 34% saying they would like premium food and drink to be available.”
Nespresso had created a Vertuo Work from Home offer in order to enable consumers to enjoy a quality coffee break while remote working, said Chesneau. It had also developed a touchless technology machine, Nespresso Momento Coffee & Milk, for safer coffee moments in the office.
Chesneau reported huge demand for premium coffee, regardless of COVID-19. During the first lockdown in the spring of 2020, as hospitality locations closed, Nespresso experienced an increase in demand for quality coffee capsules at home.
“When hospitality opened up, consumers continued to enjoy Nespresso coffee in restaurants and at home. Being adaptable and able to offer a seamless e-commerce experience has been more important than ever this year.
“We are confident that the hospitality industry will be able to bounce back too and we’re right behind our hotel, restaurant and café partners, who we know have faced an incredibly tough time.”
He highlighted sustainability in production as an important trend, which he split into four categories Nespresso was focusing on – sustainable sourcing, coffee quality, packaging and carbon neutral commitment.
On sustainable sourcing, he claimed there was greater demand from the consumer to understand the origin of products and the producers behind them and to know they are ethically sourced.
Ethical product demand
“A survey from GlobalData revealed 43% of global consumers believe the level to which a product or service is ethical, environmentally friendly or socially responsible, always or more often influences their purchasing choices.”
Quality was another focus for Nespresso, Chesneau said. He linked this to a growing interest from consumers aged under 35 for speciality coffees with ‘unique’ tastes, innovative brewing methods and origin information on the beans and their environmental, ethical and social credentials.
Packaging remained a hot topic as consumers became increasingly mindful of recycling, he added.
Nespresso has launched initiatives to help incentivise consumers to recycle, such Podback – a cross-industry, coffee capsule recycling scheme launching this spring co-founded by Nespresso – designed to make recycling coffee capsules even easier for consumers.
“As part of ongoing efforts to decarbonise our value chain, we are also increasing the use of recycled plastic within our Nespresso machines.
“Our latest machine for example, the Vertuo Next, uses 54% recycled materials – as well as using more recycled and low carbon virgin aluminium in our coffee capsules.”
“Following the launch of 80% recycled aluminium capsules last year, our aim is for all Nespresso ranges to be made using recycled aluminium by the end of 2021.”
The climate crisis topped the sustainability agenda in 2020 and would continue to do so this year, according to Chesneau. He called for urgent action at every level, from governments through to consumers, to combat climate change and its impacts.
“Businesses have an important role to play in addressing this issue and must take steps to reduce their environmental impact, across core operations and entire value chains.
“In 2020, building on a decade of investment into solutions that reduce the carbon footprint of our business, Nespresso announced a number of ambitious measures to accelerate our green agenda and ensure that by the end of 2022, our customers will be able to drink a carbon neutral cup of coffee.”
To support its sustainability goals, Nespresso has committed to 100% renewable energy in its boutiques and offices. It has introduced energy monitoring across all locations and is making its boutiques paperless. It aims to be carbon neutral by 2022.