CocoEspress: A recipe for success in the Australian iced coffee market?

May 18, 2015
2 min read

There’s a new, cool kid on the iced coffee block in Australia… and it’s definitely going to stand out.

Compared to markets like the US and UK, Australia’s Iced Coffee market is still underdeveloped and lacking the level of sophistication we see elsewhere.

Most products in Australia are aimed very obviously towards a male, and more often than not, a ‘blokey Aussie’ man, with advertisements and flavours skewed towards this demographic. Advertisements feature men surviving attempted attacks from trucks and planes in the desert, and imagining the many scenarios that might await them when their girlfriend says ‘can we grab a coffee?’ – ranging from pregnancy to an affair with his father.

Which is why the launch of CocoEspresso from H2 Coco is a very interesting addition to this market. Whilst the North American Iced Coffee market is more skewed towards women, with healthy options including almond milk and low calorie claims, as well as more attractive packaging, Australia hasn’t quite gotten there yet. The launch of CocoEspresso is a departure from the usual positioning of Iced Coffee in Australia and understanding its impact on the market will be important. Does it have the potential to open up a completely new demographic to Iced Coffee?

Australians go coco-nuts for natural beverages

Coconut water has exploded in Australia, with young women especially buying the beverage in droves, as they turn away from sugar and artificial sweeteners.

Understood to have natural hydration benefits and be a source of potassium, women have moved on from traditional sweetened beverages. Rather than a carbonated soft drink on a hot summer’s day, young Australians are reaching for coconut water instead. And after exercise, instead of a traditional sports drink, the female demographic especially are again going for coconut water, seeing the beverage as natural, healthy and exotic.

A coconut water that combines the energy boost of real coffee beans is an interesting addition to the market. Coconut milk or nut milk combined with coffee would be a natural progression for the Australian iced coffee market to take, but by incorporating coconut water instead of milk, this product has ensured it really targets the healthy consumer, and it will be interesting to see whether consumers respond immediately to the new addition, or whether it may be a little too early for the Aussie market.

Jessica Lamisere
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