Clean labels and more plant-based creamers may be giving the segment a boost.
Sales of coffee creamers are on the rise, according to a recent report u201cRefrigerated Coffee Creamers: U.S. Market Trends,u201d by market research firm Packaged Facts that estimates overall domestic retail sales for refrigerated coffee creamer products approached $2.5 billion in 2015, an increase of more than 4%. The increase came about as the rate of heavier usage continued creeping upwards, with the share of households consuming three or more containers per month at a five-year high of 12% even as the share of U.S. households consuming non-dairy cream substitutes remained at around 44% between 2011 and 2015.
So why are the consumers who use these products using more? Credit the appearance of clean labels as the primary reason, with additional support coming from the expanded availability of plant-based creamers. Nestlu00e9, the leader in the coffee creamer category, has maintained its dominant position via an intense commitment to product i
ovation and development that leverages consumer demand for clean labels. Its vast Coffee-mate product assortment is augmented and updated continually.
At the same time, WhiteWave has become a leading contender through development and marketing initiatives in the creamer market built around plant-based creamers. The company is also guided by a commitment to meeting the growing consumer demand for personalization in their coffee experience. The company expects a considerable return on its investment across its u201cbetter-for-youu201d lineup.
According to Packaged Factsu2019 proprietary National Consumer Survey, two-thirds of consumers prefer foods and beverages with fewer ingredients. An impressive 40% of consumers u2014 including a remarkable 65% of Mille
ials u2014 are familiar with the term u201cclean label.u201d Furthermore, the product features consumers associate with clean labels are very much aligned with how the food and beverage industry defines the term.”