Starbucks Refreshers Concentrates overview
- Nestlé launches Starbucks Refreshers Concentrates for customisable at-home caffeinated beverages
- Three flavours include Strawberry Açaí, Mango Dragonfruit and Lime Watermelon
- Product targets growing demand for refreshing fruit-based caffeine alternatives
- Starbucks Refreshers became a $2bn brand and sales driver
- Launch expands Starbucks beyond coffee into new beverage occasions
Nestlé is once again taking Starbucks off the high street and into the home, with the launch of Starbucks Refreshers Concentrates.
Developed through the Global Coffee Alliance, Starbucks Refreshers can be mixed with water, milk or lemonade to create cold caffeinated drinks – available in Strawberry Açaí, Mango Dragonfruit and Lime Watermelon.
Global Coffee Alliance
Established in 2018, the Global Coffee Alliance allows Starbucks products to be sold via Nestlé's distribution channels across nearly 80 markets worldwide.
“Through the Global Coffee Alliance with Nestlé, we’re continuing to bring Starbucks coffeehouse favourites into consumers’ homes in innovative new ways,” says Nik Dhodi, vice president of the Global Coffee Alliance. “The strong response to Starbucks Refreshers demonstrates consumers’ growing appetite for refreshing, fruit-based beverages that fit a variety of occasions. Starbucks Refreshers Concentrates make it easy to enjoy that experience beyond our coffeehouses and for consumers to customize to their beverage tastes.”
Caffeine evolves
The launch comes at a time when consumer beverage habits are changing, and changing fast.
Alcohol consumption’s falling, functional drink sales soaring, and indulgence is proving it has true staying power.
And, while coffee remains an important daily ritual for millions, shoppers are increasingly seeking more flavourful and refreshing drinks to enjoy throughout the day.
This shift has helped drive the rise of categories such as energy drinks, ready-to-drink teas and enhanced waters, as consumers look for beverages that offer both refreshment and a caffeine boost without the heaviness often associated with traditional hot coffee.
In fact, the global soft drinks market is now worth over $764bn (€670bn), with at-home growing at a CAGR of 4.75% (Statista).
And Starbucks has already benefited from these changing consumption habits.
Already a hit
Starbucks Refreshers Concentrates have become an important growth driver for the global coffee chain, growing into a $2bn brand and becoming its second highest seller, behind espresso-based beverages.
“Consumers today move between different beverage occasions throughout the day, looking for recharge, refreshment, or enjoyment, depending on their needs,” says Ethel Touitou, Nestlé’s global category lead for Starbucks. “The success of Starbucks Refreshers showed us a strong opportunity beyond traditional coffee. What started as a popular summer favorite has become a go-to refreshment choice, especially for the midday pick-me-up. With Starbucks Refreshers Concentrates, consumers can now easily enjoy a Starbucks coffeehouse-inspired favorite at home, while we continue to expand the brand into new occasions throughout the year.”
At-home premiumisation
The launch also taps into the growing trend for at-home premiumisation, as consumers look to recreate café-quality experiences without leaving the comfort of their own homes.
And brands are responding with products that offer greater customisation, premium ingredients and a more elevated drinking experience.
Starbucks Refreshers Concentrates are a strong example of this, allowing consumers to customise drinks to their own tastes while blurring the lines between multiple beverage categories.
And that flexibility could prove increasingly important as Nestlé looks to differentiate itself in an increasingly crowded market.
Competition in cold caffeine
Nestlé’s entering a crowded market for refreshing caffeinated beverages, where traditional category boundaries are rapidly disappearing.
Energy drinks, functional beverages, enhanced waters, ready-to-drink teas and coffee-based refreshment products are all competing for consumers who want convenient energy and hydration throughout the day.
Major players including Coca-Cola, PepsiCo, Red Bull, Celsius and Monster have expanded their offerings in recent years, while coffee brands have invested heavily in cold brew, ready-to-drink coffee and other chilled formats.
At the same time, younger consumers are showing growing interest in caffeinated drinks that don’t taste like coffee.
This is creating significant innovation opportunities for beverage manufacturers.
Looking ahead
Cold caffeinated drinks are emerging as one of the beverage industry’s most important growth opportunities.
As consumers move away from traditional beverage categories and towards products that offer refreshment, functionality and personalisation in one, beverage companies are being forced to rethink where future growth will come from.
For Nestlé, that creates a significant opportunity. Rather than relying solely on traditional coffee consumption, the company is expanding Starbucks into new dayparts and drinking occasions, capturing consumers who want a midday energy boost but don’t necessarily want a hot coffee. And the opportunity extends far beyond the Swiss multinational.
As competition intensifies, beverage manufacturers are racing to develop products that sit at the intersection of coffee, soft drinks, energy drinks and functional beverages. And with younger consumers increasingly favouring flavour, convenience and customisation over traditional category boundaries, cold caffeinated drinks look set to remain one of the industry’s most dynamic growth areas.
