The Number 1 roaster and retailer of arabica coffees in the world, Starbucks picked Solinest to develop its range of ready-to-drink frappé coffees in France.
After the advent of coffee shops in 2004, Starbucks hits the supermarket shelves
The frappé coffees category in hyper and supermarkets came to France with Starbucks in 2012.
"The initial strategy was to build on the reputation of the Starbucks coffee shops based in the Paris region to develop an in-store range," explains Vincent Allard, Beverages Partnerships Director at Solinest. The range was therefore launched first in Ile-de-France, with a reference listing limited to certain retailers in the food and convenience channels (800 points of sale in total)."
"To be listed more widely, we first had to persuade retailers of the potential of the brand and the category. Starbucks is the adaptation in France of an imported success."
Convinced? The retailers were! The national roll-out of the Starbucks ready-to-drink range happened a year later in 2013. Today, the brand is present in more than 4,000 points of sale in France.
"The initial strategy was to build on the reputation of the Starbucks coffee shops based in the Paris region to develop an in-store range"
The Emergence of Frappé Coffees
Based on the performance of the first years' operation, new prospects opened up. The consumer target is broader than planned, the times of consumption more varied than expected and performances are growing (+40% in 2015), all of which demonstrates strong potential for development in the country. From 18 to 50 years old, at breakfast or on the go, Starbucks ready-to-drink coffees hit the spot.
With a record market share in 2015 (77%), Starbucks definitely intends to keep its place as Number 1 on the frappé coffees market. With a growth target of 30% in 2016, Starbucks and Solinest are continuing their in-store campaigns. 2016, recruitment year, will bear the mark of powerful ambitions:
- POS emergence with heightened visibility (frappé coffee hub on the shelf) and high-quality merchandising solutions (purpose-built displays)
- Develop the reputation of the brand and the category in every retail channel,
- Educate consumers, encourage them to try these new coffee beverages.
Estimated at 12 million euro in 2014, the ready-to-drink coffee market could be tripled in the next 2 years. Solinest and Starbucks therefore intend to continue the strategy designed together: product innovations, media support plan and in-store presentations in order to recruit new consumers, etc.
Ranges
Starbuck's numbers
1971
Birth of Starbucks
Number 1
coffee roaster and retailer in the world
63
Countries
19,000
Coffee Shops
4,000
points of retail sale in France
