COMPETITIVE LANDSCAPE
Nestlé maintains leadership through portfolio breadth, strong household penetration and health-aligned innovation
Nestlé remained the leading player in New Zealand’s coffee market in 2025, supported by its extensive instant coffee and coffee-mix portfolio and its strong penetration across middle-income households. The company’s broad flavour range, competitive pricing and high visibility across supermarkets allowed it to perform well despite household budget constraints.
Coffee Supreme emerges as the most dynamic company as it broadens accessibility and deepens consumer loyalty
Coffee Supreme was the most dynamic company in 2025, reinforcing its role as a cornerstone of New Zealand’s specialty coffee culture. The brand continued to benefit from strong consumer affinity for locally roasted, artisan coffee, supported by its community-rooted identity and transparent sourcing practices.
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Overview:
Understand the latest market trends and future growth opportunities for the Coffee industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Coffee industry in New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Coffee in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Coffee in New Zealand?
- To what extent are health considerations impacting consumption of Coffee in New Zealand?
- What are the traditional preferences in Coffee in New Zealand? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Coffee in New Zealand?
- Which are the leading brands in Coffee in New Zealand?
- How are products distributed in Coffee in New Zealand?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Coffee?
- Where is future growth expected to be most dynamic?
Coffee in New Zealand - Category analysis
KEY DATA FINDINGS
Inflation, global supply pressures and home-brewing culture shape category performance
Retail value sales of coffee increased in 2025, driven primarily by pricing dynamics and selective premium trading-up
Fresh coffee beans lead category dynamism as home-brewing culture deepens and premium quality expectations rise
Coffee expected to record steady value growth supported by premiumisation, home-café routines and diversified format innovation
Cold formats, concentrates and RTDs reshape usage occasions as younger consumers shift toward convenience and portability
Ethical sourcing and sustainability commitments continue to shape brand credibility and premium positioning
Nestlé maintains leadership through portfolio breadth, strong household penetration and health-aligned innovation
Coffee Supreme emerges as the most dynamic company as it broadens accessibility and deepens consumer loyalty
Supermarkets remain the dominant channel as value-seeking shoppers favour consolidated grocery missions and strong promotional cycles
E-commerce continues to expand as digital grocery growth and specialty roaster direct-to-consumer models reshape purchasing behaviour
Hot Drinks in New Zealand - Industry Overview
Inflationary pressures, shifting household priorities and values-driven purchasing shape market performance in 2025
KEY DATA FINDINGS
Health and wellness trends reshape category innovation and influence purchasing behaviour
Sustainability commitments strengthen brand credibility and reinforce premium positioning
Hot drinks are set to record modest value growth as inflation eases and consumers refocus on purposeful premiumisation
Wellness shifts from a trend to an embedded expectation across all major categories
Sustainability, traceability and responsible packaging become mandatory components of brand credibility
Jacobs Douwe Egberts NZ strengthens category leadership through portfolio breadth, home-brewing relevance and strategic innovation
Coffee remains the most dynamic category as home-brewing habits accelerate premiumisation and innovation
Supermarkets consolidate their role as the dominant retail channel as households prioritise value, convenience and reliable availability
E-commerce emerges as the fastest-growing channel as digital ecosystems evolve and specialty roasters expand direct-to-consumer reach
Foodservice demand remains subdued as cost pressures persist and consumers shift café habits into the home
Retail channel benefits from home-brewing culture and rising demand for premium and functional formats
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Coffee
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
Coffee
This is the aggregation of fresh coffee and instant coffee. Please note that foodservice sales of coffee are volumes sold to the on-trade (foodservice) sector and not those sold to the consumer.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Coffee research and analysis database.
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