In the summer, on the terrace, 4 out of 10 Romanians order cold coffee

Aurel Constantin 13/06/2024 | 16:40

Cold coffee or frappé is starting to catch on with Romanians, with consumption increasing year on year, or rather from summer to summer, when a quarter of the coffee consumed outside the home (coffee shop, restaurant, other occasions) is cold coffee. In terms of consumption at home, so far only 10% of coffees served at home are cold and decaffeinated, according to research consistently conducted by Nestlé, the world’s largest food and beverage company.


According to the studies made by Nestlé, 4,735 coffee drinking occasions were identified in Romania, the most popular being hot, black, sweetened and consumed at home. Roasted and ground coffee is the most popular format among Romanians, with 49% preferring this type of coffee. Compared to previous years, latte coffee has increased among Romanians’ preferences, coming first, followed by White Coffee, Cappuccino, Flat White, Latte/Latte Macchiato, White Americano and Frappuccino. Black coffee with water is preferred among soluble coffees, sweetened with sugar, with only 1 in 3 having other toppings, cream, honey, maple syrup. In capsules, espresso and lungo are preferred for black coffee, and in whites, latte dominates here too, followed by Latte, Flat White and Cappuccino. The ready-to-drink version is also preferred cold and with milk.

In Romania, about 40% of iced coffee recipes are with cream, vanilla, chocolate and caramel, ice cream, honey. Romanians prefer caffeinated coffee, so only 10% of iced and decaffeinated coffees. The most popular flavours in the Romanian coffee market are vanilla, chocolate and caramel, a preference noted by NESCAFÉ, which has taken up these flavours in the limited editions of NESCAFÉ 3in1 Frappé in recent years. The most popular places for cold drinks are cafés, and in the hot summer months, outdoor terraces and beach locations are also added.

In addition to the classic Frappé, there is also a growing interest in quick and easy to prepare iced coffee formulas at home, such as Dalgona, Iced Latte, Espresso Shaken or the classic Iced Americano, which has led Nestlé to publish several dedicated recipes on the website, so that iced coffee lovers can brew a flavoursome NESCAFÉ at home as they wish.

“The consumption of iced coffee increases particularly during the July-August period, which is normal given that this is when temperatures are usually at their highest. Thus, consumption occasions increase with the temperatures and iced coffee is an optimal alternative for refreshment. In addition, available studies show that the incidence of iced coffee consumption is increased especially in the second half of the day,” explains Ramona Hărătău, Mixes Business Lead South Eastern Europe, Nestlé România.

“In Romania, about 85% of total coffee consumption takes place in the home, while only 15% of coffee or coffee-based drinks are consumed outside the home. In the iced coffee category, the proportion of consumption outside the home is higher, reaching up to 25%”, explains Ovidiu Tunaru, Business Executive Officer Nestlé Professional, Nestlé România.

To encourage the consumption of iced coffee, Nestlé Romania organizes, starting June 15, the NESCAFÉ 3in1 Frappé caravan that will bring summer closer to Romanian consumers. Thus, until 18 August, the NESCAFÉ 3in1 Frappé caravan will come close to consumers in ten cities, offering them a refreshing weekend and special activations with prizes, right in their city. In this way, the campaign slogan – “Refresh yourself with NESCAFÉ® 3in1 Frappé and feel the summer at its best” – will be put into action. The caravan programme and online competitions will be available from 15 June on  and on the NESCAFÉ Romania Instagram page. This year 10 cities are planned in Romania, namely: Alexandria, Pitești, Buzău, Oradea, Baia Mare, Bacău, Constanța, Brașov, Ploiești, Târgoviște.

Nestlé is also encouraging consumer creativity and experimentation with iced coffee flavours through new recipes that can be prepared at home with NESCAFÉ Brasero. It also offers other variations on the original NESCAFÉ Frappé recipe: Cappuccino Mocha Frappé with hints of chocolate, Frappé Latte, a delight made with milk, or savouring the taste of the tropics with every sip of Fruity Frappé!  All recipes can also be prepared with the other NESCAFÉ Strong, NESCAFÉ Decaf and NESCAFÉ Gold instant coffees.

Summer Creations is a new summer initiative where NESCAFÉ Dolce Gusto capsule consumers can prepare three different delicious iced coffee recipes using one of three NESCAFÉ Dolce Gusto Cappuccino, NESCAFÉ Dolce Gusto Café au lait or NESCAFÉ Dolce Gusto Espresso Intenso products. Both on the packaging marked with the Summer Creations logo and on the website, consumers can find the ingredients and preparation recipes for Iced Maple Cappuccino, Iced Honey Latte and Iced Coconut Espresso.

NESCAFÉ Frappé is one of the most popular and beloved iced coffee recipes, refreshing consumers around the world for over 60 years, both in coffee shops and at home. NESCAFÉ Frappé was invented by chance by a Nestlé employee in Thessaloniki in September 1957, and has since become iconic thanks to the power of the NESCAFÉ brand and constant innovations in the category. In Romania, NESCAFÉ Frappé was launched in 1995, and since then NESCAFÉ iced coffee variants have evolved and diversified year after year to meet the needs of coffee lovers. They can enjoy the original NESCAFÉ Brasero recipe at home, which preserves the rich coffee taste, and quickly and easily prepare NESCAFÉ 3in1 Frappé, a refreshing coffee anytime, anywhere.

The coffee used in all NESCAFÉ products comes exclusively from sustainable sources. Nestlé aims to achieve 100% responsible coffee by 2025, in line with its global commitment, NESCAFÉ Plan 2030. This plan focuses on the sustainability of coffee, including environmental issues, working conditions and farmer welfare.

Under the NESCAFÉ Plan 2030, Nestlé works closely with farmers and local communities to promote sustainable farming practices and ensure an adequate standard of living for farmers. This commitment extends across the entire supply chain, from coffee growing to processing and final packaging of NESCAFÉ products.

BR Magazine | Latest Issue

Download PDF: Business Review Magazine June II 2024 Issue

The June II 2024 issue of Business Review Magazine is now available in digital format, featuring the main cover story titled “Mihaela Bitu, ING Bank Romania: Banking makes dreams come true”. To
Aurel Constantin | 28/06/2024 | 12:25
Advertisement Advertisement
Close ×

We use cookies for keeping our website reliable and secure, personalising content and ads, providing social media features and to analyse how our website is used.

Accept & continue