By Shivaun Hales

Rapid innovation in the coffee machine segment is giving consumers more to think about when it comes to making a purchasing decision. The environment, coffee style, advanced temperature technology, portion control and automatic versus manual machines are all points worth considering in the decision making process.

As more retailers embrace social media, coffee machine makers are also encouraged to develop social media platforms of their own. Consumers are using the internet to research new products and directly connect with companies.

Nespresso – coffee that’s kind to the environment

The environment is influencing consumer purchasing decisions, even when it comes to choosing a coffee machine.

Nespresso’s Pixie consumes 40% less energy than strict European standards, marketing manager George Garrop (pictured) said, the pixie proves there is no cost barrier to being ‘green’ in the marketplace.

Nespresso’s coffee capsules are recyclable, linking with the company’s sustainable coffee program – the Ecolaboration program.

“This means the consumer can enjoy their coffee, knowing they are minimising their impact on the planet,” Garrop said.

The team at Nespresso know they are good at what they do, this year they plan to continue innovating new machines and keeping consumers excited with limited edition coffee blends.

Nespresso’s product range with be backed up with promotional support for the machines in retail outlets, ongoing in store support with merchandising materials and product demonstrations.

Sunbeam offers café quality

Sunbeam recognise that consumers want an easy way to enjoy café quality coffee in their own homes. Sunbeam product marketing manager, Nigel Cornford said Sunbeam’s Café Series EM6910 delivers exceptional espresso results every day.

This trend has inspired Sunbeam to come up with a new initiative that educates those thinking about buying a coffee machine, or anyone looking to perfect the art of coffee making.

The interactive and informative Sunbeam Coffee School is open for anyone to attend, and is another step consumers can take to guarantee a great coffee without going to a café.

Sunbeam’s Facebook page invites consumer interaction via competitions, polls and discussion boards. Sunbeam will continue to post information on all new product releases and key sales periods through their Facebook site.

Breville keep it fresh in 2011

Breville global category manager, David Gubbin (pictured below) said espresso and the use of freshly ground coffee are two trends dominating the market this year.

“Our belief in real coffee keeps us in this segment of the market,” he said.

Breville are also making advances in temperature control, the company plans to establish new standards in domestic coffee machines.

Most domestic coffee machines use thermoblock heating technology, which Gubbin said has limitations in temperature control. 

“In developing our latest espresso machine we have been chasing true commercial technology to deliver tighter temperature and pressure tolerances, which can only be found in commercial machines,” Gubbin said.

Breville are currently reaching out to consumers through the most popular coffee blog in Australia. Gubbin said the platform has been used to pre-release information on the new Smart Grinder BCG800 which was released at Christmas last year.

“Within this social network around 20,000 comments have been received about the high quality and impressive performance of the Smart Grinder,” Gubbin said.

Gubbin also noted Breville has established a strong online following, with the company’s discussion boards running hot with an eager audience waiting for information. 

MAP get it right with portion control

MAP recognises the portion controlled market as a fast growing coffee trend of the moment. According to MAP national retail sales manager, Angelo Caruso,(pictured) the machines allow for a fuss free and clean coffee making experience.

MAP coffee machines also come with nitrogen-flushed technology guaranteeing a consistent and fresh espresso every time.

Caruso said this year, MAP will be generating consumer interest through strong marketing and public relations campaigns, as well as exploring innovative machinery and packaging.

MAP are involved with key social media channels such as Facebook and Twitter. Arthur said social media is a simple way to engage with a range of consumers, keep them up to date, and efficiently demonstrate a media representation.

Philips Saeco- automatic coffee machines here to stay

Saeco International Group managing director, Chris Egan said this year the market will move away from manual coffee machines towards low and middle market range automatic machines.

“We expect to see the automatic machine category to continue to hold strong market share at just below the total market value, as consumers become increasingly interested in being able to control all aspects of their coffee delivery,” he said.

According to Egan, the coffee machine segment is surviving the retail slump well, as it continues to demonstrate strong growth.

Philips Saeco plan to continue to inspire retail sales throughout 2011 with new innovative products, by creating in store theatre with baristas visiting retail stores, and new TV campaigns.

Egan said the company is aware of the importance of social media, and is currently engaging with it selectively.

DeLonghi reach consumers seeking coffee lifestyle

DeLonghi category manager- kitchen electrical, Filiz Bensan believes the coffee segment will continue to grow as consumers continue to seek the coffee lifestyle. Bensan said consumers have replaced cafe culture with coffee culture, something they can achieve at home.

“We can see that consumers have gone far beyond the cafe experience, which is what initially, drove this trend but now it’s more the end result,” Bensan said. “Now it’s more about consumers wanting an exceptional coffee which is easy to prepare,” she added.

This trend has lead to consumers demanding equipment of the highest quality, which DeLonghi claim to deliver through its fully automatic machines and closed portion care. The coffee bean market is currently worth over $1 billion and Bensan is confident this will help drive sales of coffee machines.