Aug 17 2006
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Nescafe leads the soluble coffee market with 88% market share in the Middle East •
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Nestlé Middle East
Consumers reward Nescafe, share of throat grows five times
Dubai, August 17, 2006: Nestle , the world's largest food & beverage company, has announced that the consumption of NESCAFE in the Middle East has increased to 1.3 billion cups in 2005 - a remarkable annual growth of 15% (a steady growth during the past few years). Beverage consumption studies* commissioned by Nestlé Middle East in the GCC States and the Levant, threw up interesting facts: instant soluble coffee's share of throat ** has grown five times from what it was in 2000. The category is lead by NESCAFE - 88% market share leader in the GCC and the world's Number One coffee. "Nestlé has been promoting the consumption of "coffee" - as consumers know it today - in the Middle East since the 1950s. When we formally introduced NESCAFE to the region, the consumption of tea and the ubiquitous cardamom-infused 'qahwah' was prevalent. Today, we can proudly say that NESCAFE is in the heart of Middle Eastern life, touching all senses, making every mood and every occasion better. NESCAFE soluble coffee is indeed becoming a hot beverage of choice for the young Middle Eastern generations", said Assaad Bou-Jawdeh, Senior Brand & OOH Operations Manager - NESCAFE, Nestlé Middle East.
Fifty years of NESCAFE in the Middle East blend-in well with the coffee culture of the region. Originally found in Ethiopia, coffee drinking as a culture was initially popularized by the Arabs. In fact, coffee was first adopted as a drink by the people of Turkey who added spices such as cloves, cinnamon, cardamom, and anise to the brew. Today the beans chosen for NESCAFE soluble coffee...
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