L'Or presents Espresso concentrate, a concentrated liquid espresso designed to expand the ways to enjoy coffee and connect with new consumer trends.
The launch comes at a time of strong dynamism for the sector. According to the Coffee Sector Report 2023-2024, According to the Spanish Coffee Association, more than 67 million cups of coffee are consumed daily in Spain, of which approximately 44 million are consumed at home and just over 22 million in bars and restaurants. At the same time, the coffee market continues to grow at a rate of approximately 5,7% annually, while the segment premium It grows by approximately 10% each year, driven by consumers increasingly interested in the quality, origin, and experience associated with the product.
This profile is increasingly being joined by Generation Z. According to a recent study by André Eiermann, Gen Z and Coffee, These new consumers show a strong preference for the personalization of their creations, the speed of preparation and their visual appeal to provide an appropriate visual experience for social networks.
In line with this, and designed to cater to the increasingly personalized coffee experience demanded by Generation Z and the high quality standards sought by traditional consumers, L'Or Espresso Concentrate presents itself as a versatile base for easily and quickly customizing coffee drinks. The product allows for the preparation of a wide variety of recipes, both hot and cold, from iced coffees and café-inspired beverages to gourmet options, cocktails, and mocktails, responding to the growing consumer demand for personalization and flexibility.
The international acceptance of this category supports its growth potential. In markets such as the UK, Belgium, and Australia, between 10 and 15% of liquid espresso concentrate buyers are new consumers who previously did not purchase coffee for home consumption.
Made in Europe, L'OR Espresso Concentrate comes to market in two varieties: Pure Black (with an intense and refined profile) and Sweet Caramel (smooth with a delicate sweet touch).
Su glass bottle, The fact that it can be recycled indefinitely makes L'Or Espresso Concentrate a premium product and, in line with the preferences of Generation Z, versatile and sustainable.
Each bottle has a recommended retail price of 5,99 euros and allows you to prepare up to 16 drinks, offering a competitive alternative to drinking outside the home.
A strategic commitment to boost L'OR's growth in Spain
The launch is part of the global strategy Reignite the Amazing, With which JDE Peet'sL'Or's parent company seeks to accelerate the growth of its strategic brands through innovation and the creation of new consumption occasions.
“L’OR Espresso Concentrate reflects our ability to anticipate new consumer expectations and develop new ways to enjoy coffee,” Ant notes.oine Susini, Marketing Director for Southern Europe at JDE Peet's—This innovation will allow us to generate new growth opportunities and reinforce L'Or's premium positioning in different European markets, bringing quality experiences to an increasingly wider audience."
