Sales of coffee pods are on course to overtake those of instant and ground coffee as a result of what is being called the “Clooney Effect.”
George Clooney has been a staple of Nespresso’s advertising campaign, which has helped bolster sales. The effect has also been felt by other brands with capsules made by brands including Nespresso, Tassimo, and Dolce Gusto accounting for sales of £137.5m a year. This figure has grown by 30% in the 12 months up to the end of May.
In the same time period, sales of roast and ground coffee rose by just 2.5% to £167m. The gap is closing rapidly, according to the figures from industry analysts Kantar Worldpanel for trade publication The Grocer.
This publication believes that sales of pods will overtake roast and ground coffee “within months.” It also highlighted that there is still considerable room for growth.
One development that could drive sales further is the news that Starbucks plans to bring out its own coffee pods, which will be compatible with Nespresso machines.