
Brand of coffee Monarch has become the leader in sales in retail networks, beating Nescafe, writes RBC with link to data Nielsen.
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According to a research analysts, by year-end 2024 the first place in sales in Russian coffee market took brand Monarch, which produces in Russia division of Dutch company Jacobs Douwe Egberts (JDE). In comparison with the In second place was the brand Nescafe of the Swiss company Nestle. A year ago Nescafe was the leader of the rating, but in 2024 it showed a decline in sales by almost 7% year to Experts noted that successful rebranding is one of the reasons Monarch was able to outperform Nescafe in sales. Another reason is the expansion of the assortment, which includes not only soluble, but and ground coffee. Nestle, in turn, produces only soluble coffee. According to GfK, in 2024 in the 90% of households bought coffee, this share is stable. Tea is purchased only a slightly more – 93% of households. Despite the prices of raw materials, sales of coffee in retail for 2024 year showed annual growth by 4.6% in volume sales sales in physical termsand by 13.9% in monetary expressions.