The major task for those at the helm of the hot beverages category remains attracting younger consumers. Continually swayed by an ever-increasing offering of soft drinks, these shoppers are being targeted by manufacturers developing innovative advertising and new products.
Staffordshire-based importer Logikal introduced its high caffeine products, Caffeine Shots, from California six months ago. They are designed to appeal to busy 18 to 35-year-olds, who generally don't buy coffee.
Although the brand is relatively new, it is already showing the way forward for the coffee market, claims Logikal director James Graham. Caffeine Shots is set for further growth in the next few months, as the importer is aiming to tempt retailers with a hyper-caffeinated' offering that so far has only been sold to the foodservice sector.
Percol has targeted the younger consumer with its high-caffeine Rocket Fuel range, which consists of instant coffee, ground coffee, tea and one-shot instant coffee sticks. The Rocket Fuel instant coffee 100g jar was the first product to be launched in the UK and is its best seller, growing by over 30% in volume in the past year.
In the conventional sector, Douwe Egberts' Le Cafe range, launched in September 1999 to attract fans of café £ulture, has also seen more than 30% volume growth (Nielsen Retail audit to June 15).
Kraft Foods has also been hunting for younger customers, developing a modern new look for Kenco Rappor, and spending £1.2m on marketing to 18 to 34-year-olds. The new look has been a success, according to trading controller Easton Millar. "In the first month of the re-design (March), Kenco Rappor had its highest share since launch," says Millar. "The rationale behind the re-design was simple  recognising that young people are drawn to products they know have been designed for them."
In general, speciality products such as organic, herb and fruit and Fairtrade products also appeal more to the younger consumer than traditional hot beverages.
To have a greater impact on this age group Clipper, which claims to be number one in the organic tea sector, has teamed up with People and Planet, a youth organisation that promotes sustainable agricultural and trading practices in schools. It is also working with the Eden youth project in Cornwall to convey its message about the imporance of organic farming and trading fairly.
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Staffordshire-based importer Logikal introduced its high caffeine products, Caffeine Shots, from California six months ago. They are designed to appeal to busy 18 to 35-year-olds, who generally don't buy coffee.
Although the brand is relatively new, it is already showing the way forward for the coffee market, claims Logikal director James Graham. Caffeine Shots is set for further growth in the next few months, as the importer is aiming to tempt retailers with a hyper-caffeinated' offering that so far has only been sold to the foodservice sector.
Percol has targeted the younger consumer with its high-caffeine Rocket Fuel range, which consists of instant coffee, ground coffee, tea and one-shot instant coffee sticks. The Rocket Fuel instant coffee 100g jar was the first product to be launched in the UK and is its best seller, growing by over 30% in volume in the past year.
In the conventional sector, Douwe Egberts' Le Cafe range, launched in September 1999 to attract fans of café £ulture, has also seen more than 30% volume growth (Nielsen Retail audit to June 15).
Kraft Foods has also been hunting for younger customers, developing a modern new look for Kenco Rappor, and spending £1.2m on marketing to 18 to 34-year-olds. The new look has been a success, according to trading controller Easton Millar. "In the first month of the re-design (March), Kenco Rappor had its highest share since launch," says Millar. "The rationale behind the re-design was simple  recognising that young people are drawn to products they know have been designed for them."
In general, speciality products such as organic, herb and fruit and Fairtrade products also appeal more to the younger consumer than traditional hot beverages.
To have a greater impact on this age group Clipper, which claims to be number one in the organic tea sector, has teamed up with People and Planet, a youth organisation that promotes sustainable agricultural and trading practices in schools. It is also working with the Eden youth project in Cornwall to convey its message about the imporance of organic farming and trading fairly.
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