Uncovering the Mysterious World of Coffee Creamers
Venture down the dairy aisle of your nearby supermarket, and you’ll discover an expanding selection of coffee creamers boasting a plethora of flavors that rival sugary treats and soft drinks. Gone are the days when hazelnut and French vanilla were the only creamer choices. Today, eccentric flavors (like Snickers), aerosol foams, and even TV-themed options such as “Friends” and “The White Lotus” grace store shelves to cater to America’s insatiable thirst for unique creamers.
Leading brands like Nestlé’s Coffee-mate and Danone’s International Delight are introducing new flavors to cater to Generation Z consumers influenced by platforms like TikTok, who are increasingly brewing their coffee at home. During the peak of the Covid-19 pandemic, International Delight noticed a surge in consumers yearning for a coffeehouse experience in their own homes, a trend that has persisted post-pandemic and has been amplified by the inventive coffee concoctions showcased under the #CoffeeTok hashtag on TikTok, according to Olivia Sanchez, Danone North America’s senior vice president of creamers.
Research firm Circana forecasts that sales in the creamer industry will reach $5 billion by 2024. The refrigerated coffee creamer sector has experienced a 14% growth in the past two years, largely propelled by International Delight’s flavors and Chobani’s oat-based creamers.
To meet the escalating consumer demand, Nestlé has recently inaugurated a $675 million factory in Arizona dedicated to creamer production. The company has expanded its creamer range with new offerings from Starbucks, Natural Bliss, and its flagship Coffee-mate brand.
Rising Collaborations
International Delight has embraced the novelty segment for growth, particularly with creamers inspired by popular TV shows and movies, including some beloved classics. The brand’s venture into this area commenced with a series of sweet creamer flavors themed around the 2003 film “Elf” during the holiday season, followed by collaborations with shows like “Friends” and “Bridgerton.” Recently, they introduced creamers inspired by the Netflix series “Love is Blind” in flavors like wedding cake and chocolate-covered strawberry, aligning with the romantic theme.
Consumer packaged goods expert Nate Rosen views the diversification of coffee creamers as a positive evolution. He commends the surge in sponsored creamers as a brilliant marketing strategy, citing Coffee-mate’s “The White Lotus” creamers as a prime example of effective corporate synergy. By integrating these branded creamers into daily routines, companies can effectively promote their products and create lasting associations with popular entertainment.
While licensing partnerships are not new in the consumer goods realm, the ingenuity of transforming these collaborations into unexpected creamers that resonate with consumers and generate buzz for the brands is what sets them apart.
“Turning it into a daily ritual,” Rosen shared with CNN through the Express Checkout newsletter. “This practice is particularly clever when navigating the creamer aisle, where everything tends to blend together. Having a recognizable show or character on the packaging immediately sets a product apart from the countless others.”
The evolution of creamers has taken an interesting turn with the introduction of foams by companies like Danone and Nestlé. International Delight is offering five foams for sale, featuring flavors like caramel macchiato and French vanilla, while its parent company, Danone, has collaborated with Silk to launch a line of foams and partnered with Dunkin’.
Nestlé splurged on a TV commercial during the Super Bowl to promote its new Coffee-mate cold foam creamer, complete with a visually striking, albeit slightly controversial, dancing tongue. “TikTok has truly unleashed the creative potential of our consumers,” noted Sanchez, referring to younger individuals who are creating cold foam at home and sharing videos using the #CoffeeTok hashtag. “We aim to provide them with an opportunity to enjoy a barista-style experience from the comfort of their own home, making it easy to stay ahead with every cup.”
The surge in popularity of these new foams is a direct response to Gen Z’s influence, as inspired by individuals creating cappuccino-like drinks at home and showcasing them on TikTok. A significant draw is the affordability of these foams, priced around $5.99 for 14 ounces, which is generally more economical than a single cappuccino from a coffee shop.
“People crave that premium coffee shop experience at home without breaking the bank on a $7 latte or investing in costly equipment,” Rosen explained. “The emergence of specialty creamers and foams aims to democratize the coffee shop experience, enabling everyone to craft something special in their own kitchen.” To stay updated with more CNN news and newsletters, sign up for an account at CNN.com.
