Nestlé India Expands Into Cold Coffee, Snack Bars – Will It Win the Gen Z Market?
Nestlé India is strategically enhancing its ready-to-consume product offerings, including cold coffee, snack bars, and other impulse items, to meet the increasing consumer demand driven by busier lifestyles. This shift reflects the company’s broader transformation from being primarily recognized for Maggi noodles to a diversified FMCG powerhouse.
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Nestlé India Strategic Shift and Portfolio Diversification
Chairman and Managing Director Suresh Narayanan highlighted in the annual report that Nestlé India has evolved from being perceived as an urban company with a limited portfolio to a more inclusive brand. Since 2015, the company has launched over 150 new products, contributing to 7% of total sales. This expansion aligns with the company’s penetration-led volume growth strategy, increasing access to more households and consumption occasions.
Out-of-Home (OOH) Business Growth
Nestlé India’s out-of-home business has experienced strong double-digit growth, positioning India as the second-largest market for this segment by revenue in the Asia, Oceania, and Africa zone. The company attributes this success to shifting lifestyles, increased urbanization, and evolving consumer habits. Products like Nescafé cold coffee, KitKat, and Maggi cup noodles cater to the demand for convenient, high-quality food and beverage options. Through its Nestlé Professional arm, the company also provides vending solutions and customized products for the food service industry, including cafés, restaurants, and offices.
Nestlé India GenZ Marketing – Targeting Gen Z Consumers
To appeal to Gen Z consumers, Nestlé India opened its first Nespresso boutique in Delhi in March 2025. This move brings the global direct-to-consumer model to Indian shores, offering an upscale coffee experience through the Nespresso brand. This initiative is part of Nestlé’s global premiumization strategy, aiming to cater to affluent, urban Indian consumers seeking premium coffee experiences.
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