The evolution of flavored foam to "Friends"-associated coffee creamer, resulting in a $5 billion market segment.
In the not-so-distant past, hazelnut and French vanilla were the creamer kings. But now, thanks to Gen Z's influence and TikTok trends, we're seeing a wild ride of wacky flavors and textures in the coffee creamer world. brands like Nestlé's Coffee-mate and Danone's International Delight are jumping on this bandwagon, churning out new flavors to entice their younger customers who are more than eager to create their at-home coffee house experiences.
Covid-19 didn't slow down this demand; instead, it accelerated it. International Delight saw a surging interest in coffee house tastes at home during the pandemic, and it's continuing to grow, now with a boost from the wild and whacky coffee creations on TikTok's #CoffeeTok hashtag. The younger generation loves their personalized coffee experiences, and they're keen on combining different formats and flavors at home.
According to research firm Circana, creamer sales reached an impressive $5 billion in 2024, with refrigerated coffee creamer category growth jumping about 14% over the past two years. International Delight's flavors and Chobani's oat-based creamers have contributed significantly to this growth.
To cater to this newfound demand, Nestlé recently invested a whopping $675 million in a factory in Arizona focused on creamer production. Nestlé's lineup has expanded with new flavors from Starbucks, Natural Bliss, and, of course, its flagship Coffee-mate brand.
Partnerships with TV shows and movies are also on the rise. International Delight pioneered this trend a few years back with its sweet creamer flavors inspired by the 2003 film "Elf." Now, you can find "Friends" and "Bridgerton" flavors on shelves, with the brand's recent addition of "Love is Blind"-themed creamers—wedding cake and chocolate-covered strawberry, fitting perfectly with the romance theme.
According to Nate Rosen, a consumer packaged goods expert, this variety of coffee creamers has "gone off the rails in the best way possible." He sees the growth of sponsored creamers as "genius marketing," adding that recognizable shows and characters immediately stand out and create buzz.
Creamers have also evolved past liquids, with foams from Danone and Nestlé entering the market. International Delight offers five foam options, including caramel macchiato and French vanilla flavors, while Danone has forged a partnership with Dunkin' and created a foams line with Silk.
The contention in this market isn't slowing down, with companies continually launching new foam creamers in response to Gen Z's inspiration from TikTok and the desire for an elevated coffee shop experience at home without the hefty price tag. Brands are following Gen Z's lead in the kitchen, encouraging creativity and simplicity in at-home coffee brewing.
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- In response to Gen Z's love for novelty and personalized coffee experiences, coffee creamer brands like Coffee-mate and International Delight have ventured into creating sprayable creamers, offering a new format for their customers to experiment with at home.
- To captivate the young, trend-conscious market, companies have started partnering with popular TV shows and movies, resulting in coffee creamers like "Friends" and "Bridgerton" flavors, appealing to the desire for unique and nostalgic coffee experiences.
- Expanding beyond liquid creamers, brands such as Danone and Nestlé have introduced foam creamers into the market, cultivating a North-American coffee shop experience at home, catering to Gen Z's preference for elevated coffee experiences without the high prices.
