Rich Sales Boost Coffee Creamers - WSJ
By Annie Gasparro
Feb. 3, 2020 852 am ET Food makers are taking a fresh look at coﬀee creamers, eager to beneﬁt from rising demand for products that hadn’t changed much for decades.
Nestlé SA and Danone DANOY 0.38% ▲ SA long dominated sales of oil-based creamers in classic ﬂavors such as French vanilla. Now younger coﬀee drinkers with an aﬃnity for indulgent, customized drinks are stoking demand for new ﬂavors and variety. Smaller companies are satisfying that demand with creamers made from dairy alternatives including oats and soy. Meanwhile, the biggest brands, Nestlé’s Coﬀee Mate and Danone’s International Delight, are generating higher sales with new ﬂavors, such as Funfetti cake and Peeps candy. Sales of liquid coﬀee creamers rose about 9% last year, according to market-research ﬁrm Nielsen, compared with 2% growth across the food industry overall. Creamer sales have risen at a faster pace than total food sales for the past four years, Nielsen said. Food makers say they are ﬁnding fans among younger consumers reared on sweeter coﬀee drinks such as Starbucks Corp.’s Frappuccinos.
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