Nestle Japan has introduced Nescafe Gold Blend Caffeine Half, an instant coffee with half the caffeine content versus the standard caffeine levels for consumers concerned with caffeine intake.
Hiroaki Nakanishi, marketing specialist at Nestle Japan, shared that a recent study showed that an estimated 30 per cent of Japanese consumers avoid coffee due to its caffeine content.
“The decaf instant coffee market for home consumption has tripled in 10 years but still only makes up 4 per cent of the total market,” explained Nakanishi.
“We think decaf, half-caff, and similar products can account for 20 per cent of the market by 2030, and we want our products to lead the way.”
Nescafe Gold Blend Caffeine Half is available in 20-stick packs in select Japanese drugstores and on Amazon in March.
The company said additional formats will roll out in the future.
