Vittoria Food & Beverage continues to drive market growth through innovation, building brands and adding value. With over 20 years servicing New Zealand, this Australian family-owned business has become the third largest supplier of pure coffee in the North Island market in volume share#.
The pure coffee category has experienced growth of +13.8 percent* in New Zealand driven by the exceptional performance of the capsules segment, with growth of +48.9 percent* over the past 12 months. Whilst just in its infancy, the segment has captured the imagination of consumers seeking café-style coffee at home with the added benefit of convenience.
The capsules segment in New Zealand remains underdeveloped compared to similar overseas markets. There remains extensive headroom for growth. In order to maximise performance Rolando Schirato, managing director of Vittoria F&B, believes that
“retailers need to start thinking about reducing other underperforming hot beverage segments and allocate appropriate shelf space to capsules. The key to growth is seeding machines and, if retailers are not willing to provide the space, the category’s overall growth is going to be significantly held back.”
Having successfully launched the proprietary Espressotoria capsule system in the market in 2016, Vittoria F&B remains committed to driving growth by launching Caffé Aurora Italian and Chicco D’oro Espresso Nespresso~compatibles products. Individually sealed for freshness, the two products are providing customers with great quality and value.
There is a clear opportunity for a branded entry-level offering for customers to overcome barriers to entry, and Aurora and Chicco-compatibles capsules are well-placed to meet this unmet need in the market.
“Our goal is to make it as easy as possible for consumers to trade up from instant coffee to a better quality espresso coffee,” said Schirato.