The Premium Coffee Boom... Capturing Refined Tastes with a 'Fresh Renovation Breeze'

Home Cafe Trend Due to COVID-19... Consumer Preferences Shift to Premium and Specialized
Package Redesign Communicates 'Brand Identity'... High-Quality Coffee Beans Target Taste Preferences

Cantata.

[Asia Economy Reporter Lee Seon-ae] As social distancing measures have been strengthened, demand for coffee at home has increased, leading to more sophisticated and segmented consumer preferences. The coffee industry is responding by upgrading package designs, using premium-grade beans, and introducing new flavors comparable to those of specialty coffee shops, sparking intense competition.

Premium Coffee Market 'Fierce Competition'

On the 16th, Lotte Foods newly relaunched its whole bean coffee 'Cantata Signature.' The package design was changed to five themes?music, coffee cherry, coffee, travel, and office?to express a healing time for oneself in daily life with 'Cantata Signature.' A Lotte Foods official explained, "The renewed 'Cantata Signature' package focuses on delivering the message, 'Feel a small happiness with Cantata Signature in your daily life!'"

Lotte Nestl? Korea integrated its Nescaf? premium coffee brands and rebranded them as 'Nescaf? Roasters Choice.' The renewal concept, 'Roaster's Choice,' signifies coffee selected and roasted by coffee experts. The packaging of 'Nescaf? Crema' and 'Nescaf? Cold Brew' products was also renewed to match the new concept. Different illustrative elements were arranged for each product type to help consumers easily distinguish the various flavors.

Nescafe.

A Lotte Nestl? Korea official said, "The renewal reflects the increasingly sophisticated coffee trend, such as the popularity of roastery cafes," adding, "We hope consumers enjoy the differentiated taste and aroma of Nescaf? premium coffee through the newly updated 'Nescaf? Roasters Choice' this winter."

Earlier, Dongseo Food also renewed the package design of its premium coffee beverage 'Maxim TOP' canned coffee products for the first time in five years. The newly updated Maxim TOP canned coffee was launched in nine varieties, including ▲Double Black ▲Sweet Americano ▲Master Latte (200ml, 275ml, 380ml). The design elements were minimized compared to before, emphasizing a younger and more stylish image.

Maxim T.O.P.

Premium Beans, New Flavors

In the instant coffee market, premium beans have been upgraded to target the premium segment. Market leader Dongseo Food recently launched two new products, Maxim Kanu Dolce Latte and Mint Choco Latte, expanding its latte lineup to eight varieties, including the existing Tiramisu Latte and Kanu Vanilla Latte. The Dolce Latte features 100% Ethiopian beans that are medium roasted and blended with condensed milk powder and latte creamer in an appropriate ratio. The Mint Choco Latte introduces a new flavor not previously available in the instant coffee market.

Kanu is characterized by roasting and blending high-quality beans from Colombia, Guatemala, Costa Rica, and others to capture distinct flavors and aromas for each product. Over 100 market research and consumer analyses are conducted annually to add new flavors.

A Dongseo Food official said, "We offer various products so consumers can conveniently enjoy high-quality coffee at reasonable prices," adding, "We plan to continue strengthening our market position by delivering coffee shop-level taste."

Maxim Kanu.

Namyang Dairy Products introduced 'Lucas Nine Tiramisu Latte,' which allows consumers to enjoy coffee and dessert simultaneously. It developed a latte made with rich slow-pressed espresso, non-fat milk, mascarpone cheese, and sweet cocoa powder that can be enjoyed as a dessert. A Namyang Dairy Products official said, "This product gives the feeling of leisurely enjoying tiramisu cake and a latte at a cafe, and we plan to expand our dessert-type latte lineup."

ILDONG Foodis renewed its 300ml large-size cup coffee 'And Up Cafe.' It uses top-grade beans such as Costa Rica SHB and El Salvador SHG, and applies different extraction methods like pour-over and espresso for each product to enhance rich flavor and aroma.

Lotte Chilsung Beverage launched the second product in its 'Let's Be Grande' line, Let's Be Grande Hazelnut. It is characterized by its 500ml large size. A Lotte Chilsung Beverage official said, "We plan to strengthen brand competitiveness through continuous product planning, new product launches, limited edition packaging, and sampling promotions."

This content was produced with the assistance of AI translation services.