Coffee Mate has couple of key benefits that make people buy it. First of all, its the easiest alternative to milk. People who cannot
drink their coffee without milk, dont need to carry around or look for milk since just some coffee mate will do the same job. On the other hand, coffee mate comes with a flavour which could interest some of the people and which makes you use less sugar for sure. Apart from these, coffee mate is easy to buy and store and has a much longer life than milk which makes it a good substiture for milk.
On the other hand, coffee mate sales are limited due to the fact that it is not a natural product and consists many chemicals in order to imitate the function of milk and extend the shelf life. Consumers who are aware of these may choose not to use coffee mate or simply think its unhealthy. The flavours might be advantageous for some but the rest may not like a different flavor in its coffee other than milk. So its artificial nature might be unappealing to some consumers.
According to the Coffee Mate website (www.verybestcoffee.com), there are currently 4 different types of Coffee Mates with around 17 different flavors. Coffee Mate is not only found in powder form but also comes in liquid and concentrated liquid forms all designed for different purposes and segments. There is even Coffee Mate Soy for soy milk consumers. This differentiation clearly shows that Nestle is reaching out to different consumer segments. I think too that Coffee Mate products should be aimed at multiple segments since there are many different coffee/tea drinkers out there in the market. People who like skim milk, regular milk, with flavor, without flavor etc.
According to TGI, the instant/ground coffee and powdered milk/coffee creamer markets yi ...