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Local retail group opens second Nespresso boutique in Côte d’Ivoire

By our African Marketing Confederation News Team | 2024

Nespresso is a popular brand in the West African country and Prosuma Group says it has sold nine million capsules to date.

The Prosuma Group, a leading supermarket and retail group in Côte d’Ivoire, has opened its second Nespresso coffee boutique in the country. Like the first, which opened in 2014, it is in the capital city of Abidjan.

A Nespresso boutique in the

North American market. Photo: Nestlé

Nespresso, a business within the global Nestlé Group, is a popular brand in Côte d’Ivoire and Prosuma says it has sold nine million capsules to date in the West African country.  

 

While Côte d’Ivoire is a coffee producer, it is only more recently that a strong local coffee-drinking culture has emerged. 

 

According to Trendtype, the emerging markets consultancy, there are African-based Nespresso stores in Cameroon, Cote d’Ivoire, Republic of Congo, Egypt, Mauritius, Morocco, South Africa and Tunisia. Egypt, Morocco and South Africa have the largest number of stores. 

 

Nespresso has a distributor, but no dedicated stores, in Ghana and Senegal. “Notable untapped markets include Angola, DRC, Gabon, Kenya and Nigeria,” the consultancy says. 

 

Coffee boutique concept forges ahead in North America 

 

The Nespresso coffee boutique concept aims to provide consumers with a more immersive experience of the brand and coffee drinking, rather than merely selling the product.  

 

It has taken off in various countries, including the US, where it is tailored to Gen Z and other individuals who want to experience the beverage and become more educated about it. 

 

“Today’s consumers are looking for more meaningful connections. They are looking for more meaningful experiences,” Alfonso Gonzalez Loeschen, CEO of Nespresso North America, said in a 2024 interview reported by the website Food Dive.  

 

“What we’re looking for is to hopefully capture new audiences and have them come in and discover what Nespresso is and what coffee can be.” 

 

Discussing the North American coffee market, Gonzalez Loeschen said the boutiques will give Nespresso “an advantage” over its competitors. 

 

“It will continue to build our coffee credentials, our coffee expertise, or coffee quality of differentiation that we have versus the competitive set,” he said. “It’s a vehicle to really bring to life that competitive difference.”

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