Woolworths Vittoria Instant Coffee sales spike during covid lockdown

It’s something Aussies love to do a lot of but with lockdown now in the way, they’ve found a new way to help get their fix.

Nothing like a good cuppa to start your day, especially with most Aussies now in lockdown, a caffeine fix has never become more necessary.

For some, takeaway coffee is off the cards, but it doesn’t mean the taste still can’t be replicated.

It appears caffeine lovers have found solace in a surprising alternative – none other than instant coffee.

In fact, the subsitite has become such a huge hit across Woolies stores, Vittoria Coffee sales have seen a huge spike with sales “through the roof”.

“With customers increasingly spending more time at home, particularly those in lockdown, we’ve seen a greater demand for a cafe experience at home,” a Woolworths spokesperson told news.com.au.

Vittoria, which is a family-owned business, experienced a big increase in sales with its $10 Freeze Dried Instant Coffee and Coffee Bags which launched just two months ago.

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Vittoria’s $10 instant coffee has seen a huge spike in sales over the past month, mainly during lockdown. Picture: Supplied

“Australians are spending more time at home than ever before, but this hasn’t translated into having more free time (and so) we set out to create new, easier coffee experiences for all our customers,” Vittoria Coffee’s managing director, Rolando Schirato said.

“These new products deliver on the distinctive Vittoria taste and offer our customers unrivalled convenience to enjoy our legendary 100 per cent Arabica blends.”

In the very little time it has been on shelves, Vittoria was the number two brand in the 100g Freeze Dried segment for its new item, in Woolies over the last four weeks, according to IRI.

Its entire coffee range also achieved 18.5 per cent market share value.

But it’s not the only coffee brand satisfying Woolies customers.

The retailer has also seen a huge uplift in sales of the new Dhuwa coffee – the first Indigenous-owned and operated coffee brand to become available at a major supermarket.

Initially launching into 100 stores a few months ago, it will soon be expanded to more than 400 stores across the country due to popular demand.

Vittoria is the number two brand in the 100g Freeze Dried segment in Woolworths over the last four weeks. Picture: Supplied

According to the analysis of Mordor Intelligence, the growth rate of at-home coffee increased to 37 per cent in March 2020 in Australia, around the same time the coronavirus pandemic hit the country.

And with the majority of Aussies consumers ordering different types of coffees online, the increase of at-home consumption has come at no surprise.

In fact, earlier this year, Woolies was forced to increase the number of coffee products to offer customers a wider variety of choices.

Another brand making waves at the major supermarket is Melbourne-based coffee makers, Grinders.

The company managed to nab third place in Canastar Blue’s ‘best coffee’ award in May this year.

Woolies has also seen a huge uplift in sales of the new Dhuwa coffee – the first Indigenous-owned and operated coffee brand to become available at a major supermarket. Picture: Supplied

Canstar Blue surveyed more than 940 Aussie consumers for their feedback and rated more than 10 of the most popular brands in Australia on taste, aroma, texture, packaging, variety, value for money and overall satisfaction.

Grinders, who recently introduced the first compostable coffee capsules, had a consistent four-star rating in all seven categories, except ‘variety’.

“We are absolutely thrilled that our in-home Grinders coffee beans are in the top three,”

Sally Byrne, Grinders Coffee general manager told news.com.au in May.

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In May, Aldi’s own Lazzio coffee took out the title of Best Coffee (beans and ground coffee) in Canstar Blue’s latest awards. Picture: Supplied

“We strive towards creating a consistent and memorable coffee experience for all our customers. Our home is Australia. We care about Australians and their coffee tastes, from the moment we opened on Lygon Street (Melbourne) in 1962 to now all over the country.”

But it was Aldi’s own Lazzio coffee which took out the title of Best Coffee (beans and ground coffee).

“We couldn’t be more excited that our Lazzio range has been recognised,” Varun Raheja, coffee buying director at Aldi Australia said.

“There’s nothing like starting your day with a perfect cup of coffee and the satisfying feeling of savings in the back pocket,” Mr Raheja added about the $3.30 to $12 range.

Harris came in second spot with Grinders closely following in third place with its in-home range. Picture: Supplied

Aldi was the only one to score a five-star rating for overall satisfaction, but Harris wasn’t too far behind in second place.

Harris actually beat Aldi in the aroma and variety categories.

Coles Urban Coffee Culture came in fourth, followed by LavAzza, Woolworths (generic coffee brand), Caffe Aurora, Vittoria, Bean Ground & Drunk Organic, with Gloria Jeans taking out the 10th spot.

Canstar Blue’s 2021 review found that almost one-in-three (29 per cent) of respondents prefer to make their cuppa at home rather than buying a coffee outside.

Perhaps it’s something to get used with lockdown extended for another month in NSW.

Originally published as Woolworths Vittoria Instant Coffee sales spike during covid lockdown