Coffee remains one of Italians' most beloved rituals, but its form and consumption patterns are changing. Driving the sector's evolution is the growing success of iced coffee drinks, a phenomenon particularly popular among younger generations and on social media, where the hashtag #icedcoffee has surpassed 21,5 billion views.
According to Euromonitor estimates in its “Coffee Innovation 2025” report, the cold coffee segment in Europe is expected to grow by an average of 6,7% annually until 2030, confirming a now consolidated trend that is redefining the traditional coffee break.
This is the context for NESCAFÉ Dolce Gusto's proposal, which aims to bring the coffee shop experience into the home through the #BaristaMood concept. The idea is to transform the consumer into the protagonist, allowing them to personalize and reinterpret their coffee consumption directly at home.
To respond to this evolving taste, the brand has launched the new NESCAFÉ Dolce Gusto Caffè Shakerato, a capsule designed to create a cold-brewed shakerato with a creamy texture and delicate flavor. The product complements the company's existing espresso range, expanding consumption opportunities and capturing a demand increasingly focused on fresh and versatile preparations.
The growth of iced coffee reflects a broader shift in consumer habits, as consumers seek personalized and shareable experiences. Coffee is no longer just a daily break, but is becoming a moment of personal expression and a content to be shared across digital channels.
With this new product, NESCAFÉ Dolce Gusto strengthens its presence in a growing segment, leveraging the ease of preparation and the ability to replicate one of the most popular formats in bars during the summer season at home.
The new Caffè Shakerato is available in packs of 16 capsules at a suggested retail price of €5,89. This initiative is part of the Nestlé Group's innovation strategy, which operates in 187 countries and has been in Italy for over 110 years, where it operates a broad portfolio of food and beverage brands.
