Cream based on the Honest To Goodness plant
Source: Honest to Goodness
Danone Honest to Goodness, a line of plant-based coffee brewers, unveiled Monday, hoping to capture some of the growing demand for non-dairy products as more consumers brew coffee at the plant. house.
Gen Z coffee drinkers consume around 28 billion cups of coffee each year, driving consumption in the region, according to Danone.
These younger buyers are looking for brands that offer transparency into their product and are sensitive to environmental issues, according to Olivia Sanchez, Danone’s vice president of North America on marketing for coffee garlic.
Millennials are also trying to use more sustainable results. Fasano told CNBC that 75% of millennials buy with the environment in mind.
This is one factor that has driven the sale of dairy-free coffee machines. In the 52 weeks that ended Feb. 20, sales are up 32% from the same period a year ago, according to Nielsen data. That’s at a faster pace than the coffee garlic segment as a whole, which grew 18% in the same period.
Danone currently sells brands such as International Delight and Silk. But the department has seen new entrants like Chobani and Oatly.
Consumers are switching to plant-based alternatives for a variety of reasons, including lactose intolerance and environmental concerns. That raises sales of plant-based dairy options, which grew 21%. Almond milk, the ingredient in Honest to Goodness products, was the fastest growing dairy option, with sales up 16% over the same period.
“We know there is a plant-based movement and there is incredible growth in the market and flexibility is growing. We see these buyers wanting to follow through with newer proposals and study the contents of the set based on plants, so Honest to Goodness is really designed for that user in mind, ”Sanchez said.
Flexibility is a term that describes people who consciously try to reduce meat consumption for environmental or health reasons.
Another feature that encourages creamer sales is increased coffee consumption at home, which may be easier when employees return to the office as the health crisis declines.
“New practices mean that Americans are drinking more of their coffee at home than ever before, but many are also returning to coffee shops across the country or planning to do so soon. , “said Bill Murray, president and president of the National Coffee Association.
Darren Seifer, a food industry analyst at market researcher NPD Group, said home brewing could stay as people return to work. He cited the number of customers who bought coffee machines during the pandemic.
The Honest to Goodness brand is also partnering with environmental group EarthDay.org, in an effort to promote sustainability by planting trees in Madagascar, where its vanilla is found, and communicating with local communities as part of the Canopy Project.
His line includes three different flavors: Madagascan vanilla bean, sugar-free Madagascan vanilla bean and Himalayan salted caramel. The products will initially be available online through Amazon and through the FreshDirect grocery delivery service.
Earlier Monday, Danone announced their CEO and chairman Emmanuel Faber is retiring with Gilles Schnepp taking over as non-executive chairman.
Correction: Honest to Goodness will be available through FreshDirect. An earlier version stated where it could be purchased.