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Since launching on our shores in 2013, NESCAFE® Dolce Gusto® coffee pods and machines have been a hit with kiwi coffee lovers nationwide with an estimated 27,000 machines going into New Zealand homes in 2015 alone, a 60% increase on the previous year. The electrical channel has also embraced Dolce Gusto® with 2015 sales in this area up 460% on the previous year as New Zealand looks set to follow the European trend where Dolce Gusto® is the market share leader in capsule coffee machines according to GfK.
Scott Waugh, New Zealand Business Manager for NESCAFE® Dolce Gusto® gives his thoughts on the appeal of the Dolce Gusto system.
“People are catching on to the fact that you can have a café quality coffee at home for a fraction of the cost. And along with being extremely affordable, Dolce Gusto® machines and pods are easy to use with no milk frothers or anything to clean,” Waugh says.
Of course, NESCAFE® Dolce Gusto® isn’t the only capsule machine on the market and a unique selling proposition is the versatility it offers households as a true multi-beverage machine.
“What really pulls people in is that it’s a great coffee machine that also makes a hot chocolate, a chai tea latte and an ice peach tea” explains Waugh. “So it suits the need of everyone in the family, not just the coffee drinker in the house.”
The fun and eye catching designs of models like the new Stelia with the touch screen head have also helped to create a strong and unique brand identity for NESCAFE® Dolce Gusto® that consumers have appreciated.
“Our machines have been designed around modern art, with anthropomorphic shapes that make them feel alive and interesting. Dolce Gusto models are more than just functional square boxes, they are talking points and objects that you can create a bond with and that’s the kind of thing people want on top of their bench.”
The forward focus
Looking forward, Waugh has full confidence in NESCAFE® Dolce Gusto’s focus on expanding growth within New Zealand’s electrical retailers together with DéLonghi, with major support already coming from Noel Leeming, JB Hi-Fi, Farmers and various NARTA group members, selling Dolce Gusto machines and hopes to have capsules also available soon to help compliment machine sales.
Waugh has good reason to feel optimistic about the future of Dolce Gusto in New Zealand. Currently, household penetration of capsule machines here is still only around 13% compared to 36% in Australia and 50-60% in many major European markets.
“The potential here is very exciting and we think growth is going to explode in the next 1-2 years. So it’s the right time to be in the game of single capsule coffee machines and with NESCAFE® Dolce Gusto® delivering the right product range in machines and multi-beverage capsule flavours to drive capsule segment growth, this feels like a good space to be in.”
For more information on the full range of products that NESCAFE® Dolce Gusto has to offer, check their website, and contact your DéLonghi sales rep for orders.
Please note that this article is paid content.