Nestle bets on the concept of the ‘fourth wave of coffee’

Nestle is focusing more on the concept of the "fourth wave of coffee", which is mainly driven by Generation Z (born between 1997 and 2012) and the millennial generation (born between 1981 and 1996). They hope to enjoy a drinking experience close to that of a coffee shop at home, but are often limited by space, budget, or equipment, making it difficult to purchase professional coffee machines. Daniel Jhung, President of Nestle's Coffee and Beverage business in the United States, summarized this emerging home coffee culture as the "four elements", including refrigeration, convenience, customizability, and careful preparation. In response to this trend, Nestle is continuously expanding its coffee product portfolio to drive business growth by launching cold brew coffee, high-quality instant coffee, and coffee shop style flavor enhancing products.