Sabrina Carpenter’s hit track ‘Espresso’ has been a soundtrack of summer time and introduced viral consideration to the espresso class, particularly the espresso market. The track’s success unveils parallels to focus on espresso shoppers and has sparked a renewed want for elevated innovation within the cherished espresso espresso market.
In April 2024, US pop star Sabrina Carpenter launched the one ‘Espresso’. Following the discharge, social media posts referencing ‘espresso’ surged by over 300% to virtually 3 million mentions, with ‘Sabrina Carpenter’ the preferred secondary time period referenced. The track went on to achieve the highest 10 in main international locations globally, pushed by TikTok and mind-boggling streaming success, having surpassed 1 billion streams on Spotify as of August 2024.
Beneath, Mintel has outlined three key methods manufacturers within the espresso and espresso market ought to leverage the track’s success with the beloved espresso kind to assist drive future innovation within the espresso class.
1. Unlock the value of espresso
Manufacturers can begin by leveraging the value of espresso in the identical means Sabrina is aware of her price. The lyrics of ‘Espresso’ painting a girl who is aware of her worth, and equally, manufacturers within the espresso espresso market ought to know their price.
US espresso shoppers too are helpful. Mintel analysis exhibits these shoppers are much less more likely to view affordability as a really perfect espresso model descriptor when in comparison with all US espresso shoppers. They’re additionally extra more likely to hunt down luxurious and a heritage story in espresso, proving they admire the worth level extra within the worth equation.
For instance, the espresso model, LavAzza, communicates its Italian style heritage of espresso. Regardless of the upper worth level, LavAzza’s floor espresso SKU proves the facility of the espresso in driving buy intent and style/premium credentials inside a variety.
Lavazza targets espresso market shoppers with their distinctive Italian heritage.
Supply: Mintel Buy Intelligence
Each Lavazza SKUs sign their Italian heritage, with the ‘Torino, Italia, 1895’ origin declare on the entrance of the pack. Italy is well-known for its high quality espresso however is arguably probably the most well-known for inventing espresso.
The lesson: Manufacturers within the espresso espresso market can command a worth premium by speaking their Italian style heritage.
2. Concentrate on style because the “hook”
Carpenter delivers a ‘will need to have’ hook on the significance of feminine independence. She aligns it with a ‘good to have’ message that comes within the type of an audibly catchy track. Comparably, manufacturers within the espresso market should additionally give attention to style because the ‘hook’, adopted by the sustainability ‘good to have’. This is because of espresso shoppers prioritizing style (39%) over eco-credentials (20%) when selecting espresso.
German model Segelwerk has launched its Purple Pirate Espresso made out of grounds sourced from Colombia and Honduras. The model extensively particulars style descriptors together with roast, physique, sweetness and acidity via depth scales on the pack to attraction to shoppers.
Purple Pirate Espresso entices espresso espresso market shoppers with detailed style descriptors.
Supply: Mintel GNPD
The lesson: Espresso manufacturers should prioritize style messaging paired with sustainability claims as a secondary focus to resonate with potential shoppers.
3. Change lanes to achieve a wider viewers
The third lesson manufacturers within the espresso espresso market can take from Sabrina is altering lanes to achieve a wider viewers. For context, Sabrina unexpectedly collaborated with Van Leeuwen, an NYC-based ice cream model, to launch an espresso-flavored ice cream that includes Sabrina on the packaging.
In Melbourne, Australia The Stovetop Classes Cafe broadened its horizons as properly by brewing its espresso solely with moka pots. The innovation serves as inspiration for shoppers who don’t purchase espresso as they don’t personal espresso machines at residence. An alternate solution to put together espresso grounds is by way of a moka pot. This strategy might draw criticism from some espresso lovers who argue that moka pots can not present sufficient strain to attract espresso. Nonetheless, moka pots are significantly cheaper to buy than espresso machines. Within the religious residence of the espresso, Italy, significantly extra shoppers personal moka pots (70%).
The lesson: Espresso manufacturers can do the sudden and educate shoppers on the right way to put together espresso in a moka pot at residence (not simply espresso machines).
What we expect
Sabrina Carpenter’s newfound success via uncanny parallels serves as a lesson for the espresso espresso market on the right way to make a long-lasting affect and drive innovation within the area. By stepping out of their lane for the suitable causes, embracing the unconventional, specializing in style as a ‘will need to have’ and eco credentials as a ‘good to have’, and emphasizing wealthy Italian heritage to drive model worth, manufacturers within the espresso market will likely be poised for fulfillment.
For extra info on the espresso and RTD espresso class, Mintel Shoppers can contact their Account Supervisor or entry the complete perception right here (Shopper entry solely). In case you aren’t a consumer, please contact us as we speak and somebody will likely be in contact.
