How coffee can compete against tea in India

Espresso innovation in India is on the rise, with a 1% development from the earlier 12 months. This locations India among the many prime 10 world markets for espresso innovation. Nevertheless, the robust desire for tea amongst Indian customers is a substantial barrier to espresso’s class development prospects.

Tea is essentially the most lively class in beverage innovation in India, and its constant launch exercise over the previous three years displays its enduring reputation amongst customers. A big 62% of Indian customers have consumed common sizzling tea (with/with out milk), in comparison with 43% who’ve drank sizzling espresso.

The hole in consumption highlights the necessity for espresso manufacturers to boost their enchantment to seize a bigger market share. For over one-third of Indian non-coffee drinkers, their desire for tea is the first motive for not consuming or consuming much less sizzling espresso. 

To interrupt via this barrier, manufacturers can take into account the next methods:

Almost half of Indian espresso customers affiliate espresso with stress reduction. Espresso manufacturers can strengthen this affiliation by positioning espresso because the go-to beverage for stress-relieving events, resembling socializing with pals or self-care routines. 

For instance, the Indian model Rage Espresso leveraged this affiliation on Instagram by collaborating with the sweetness model Acutely aware Chemist. Collectively, they provide a self-care bundle that includes Rage’s espresso and Acutely aware Chemist’s solar cream.

Rage Espresso and Acutely aware Chemist’s self-care hamper Insta giveaway; Instagram

In India, 23% of non-hot-coffee drinkers cite an ‘disagreeable style’ as a barrier to consuming sizzling espresso. Espresso manufacturers can take a cue from the tea business in addressing this concern. Social listening information from 2021 to 2023 reveals that whereas many espresso posts point out flavour, these are much less frequent than tea posts.

Tea is often created from quite a lot of tea leaves, fruits and spices which permits a transparent style to be communicated (eg ginger, lemon).

Given that the majority (non-flavoured) espresso is created from simply two bean varieties (Arabica and Robusta), espresso manufacturers should differentiate style via blends, roasts, and brewing strategies. Highlighting tasting notes (eg chocolate) that join espresso to acquainted flavours may assist overcome style boundaries.

For instance, Dope Espresso Roasters’ Mysore Nuggets Roasted Espresso Beans provide a light-weight to medium roast with style notes of toasted cornflakes, butterscotch and caramel (India).

Dope Espresso Roasters Mysore Nuggets Roasted Espresso Beans; Mintel GNPD

In India, one in 4 espresso customers categorical a willingness to pay extra for ready-to-drink (RTD) espresso with added protein. Espresso manufacturers that could be sceptical about incorporating proteins ought to word that 41% of Indians declare to devour protein dietary supplements and/or drinks every day.

Demand for the style of espresso additionally exists inside this format. 40% of Indian protein complement/beverage customers are desirous about espresso flavours. Indian espresso manufacturers can look to markets overseas for inspiration on partnering espresso with protein.

Caffeine Military’s Choconilla Flavored Tremendous Espresso combines 11g of protein and 100mg of caffeine which the model hyperlinks to an vitality increase (Brazil). This may resonate with 44% of Indian protein complement/beverage customers who categorical curiosity in merchandise that supply an vitality increase.

Caffeine Military Choconilla Flavored Tremendous Espresso; Mintel GNPD

The Indian retail espresso market, valued at $570.3 million in 2022, is projected to develop by 13% to achieve over $640 million by 2025, in keeping with Mintel Market Sizes. This development presents a promising alternative for each native and worldwide espresso manufacturers. Nevertheless, the problem lies in persuading tea-loving India to embrace espresso. Figuring out consumer-led methods to drive buy shall be essential for the espresso class to thrive on this aggressive market.

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