Investing for growth
Nestlé is focused on improving its organic sales growth, led by real internal growth, through bolder investment and innovation. We are prioritizing investments in businesses that have strong growth and an attractive returns profile, and where we are positioned to win or already have a leading position. Promising innovations in these areas will be scaled rapidly. Three areas we targeted in 2025 are coffee, pet care, and nutrition and health.
Coffee is Nestlé’s largest business, and we have a leadership position in each of our zones. Our unique portfolio includes three iconic billionaire brands - Nescafé, Nespresso and Starbucks. Each of these captures value across price points, formats and channels. Coffee is a dynamic and growing category, with 3-5% value growth expected between 2025 and 2027, and we have the capabilities to continue to lead.
Growth opportunities in the coffee segment include offering more premiumization, creating more coffee-drinking occasions and attracting new consumers. Consumers want to have barista-style experiences at home and more customization options. Younger generations are entering the coffee category through cold coffee and it is becoming a part of their daily routine, with two out of three young people drinking it regularly.
First launched in May 2024, Nescafé Espresso Concentrate is now in 15 countries across all zones.
Cold at home or on the go
Today, a third of all coffee consumed out of the house is served cold. Nestlé is taking advantage of the cold coffee trend, creating new consumption occasions and new products across all coffee brands.
One of our key innovations in this space is Nescafé Espresso Concentrate, which allows consumers to enjoy café-style iced coffee at home, no skills or equipment required. Young coffee enthusiasts are creating personalized iced coffee beverages using the new concentrate - from iced lattes to espresso lemonade and evening mocktails - and are sharing their creations on social media platforms such as TikTok and Instagram.
Outside the home, the ready-to-drink coffee segment is the fastest-growing coffee category globally, expanding at double-digit rates. This is fueled not only by the growing preference for cold but also by the demand for convenience, especially among younger consumers.
In 2025, we strengthened our presence in key markets where we have a significant Nescafé ready-to-drink footprint, such as Türkiye and Southeast Asia. In the emerging markets of the Middle East, North Africa and India, we expanded our Nescafé ready-to-drink coffee range, with ambitious plans to shape the future of ready-to-drink coffee in those markets.
Upping capacity to meet demand
To meet the growing demand for cold coffee throughout Asia, Nestlé is increasing the supply of its Nescafé Espresso Concentrate with a new state-of-the-art, digitally enabled production line at its Sri Muda factory in Malaysia. This first Nestlé coffee concentrate production line in Asia will benefit from proximity to coffee sourcing locations and enable faster regional distribution.
Rapid innovation to meet the moment
Nestlé leads the way in coffee R&D with proprietary technology, global reach and consumer-driven innovation. In addition to developing the great-tasting, shelf-stable espresso concentrate, Nestlé R&D teams developed an innovative freeze-drying technique that allows premium soluble coffee to dissolve in cold liquids while delivering a smooth, rich flavor.
Nestlé’s freeze-drying innovation was recently employed in Nescafé Iced Blend, launched in Japan.
Cold is the new hot
Our 2025 Nespresso summer campaign perfectly illustrates our focus on enhancing brand desirability and cultural relevance, particularly for younger generations who prefer coffee cold. From on-trend pistachio-flavored cold coffee recipes to the TikTok–sensation Nespresso Tumbler, the summer campaign embodies our strategy of engaging new audiences through products they love, meeting them where they are. We launched the campaign during the International Film Festival in Cannes, where our Nespresso beach became a vibrant hub for celebrities, influencers and content creators, creating the buzz sought in this successful campaign.
Pet care is one of Nestlé's fastest-growing businesses globally, with pet populations projected to continue to grow globally over the next five years and the category, as a whole, expected to grow by 4-5% between 2025 and 2027. Most pet owners describe their pets as family members and are increasingly seeking ways to show love and affection towards their furry friends - food is an important part of this.
Purina is the market leader in North America and holds the #2 position globally. In mature markets, Purina is capitalizing on consumer expectations for premiumization with elevated feeding experiences and science-based diets. In emerging markets, use of commercial pet food is increasing, and Purina is well-positioned for growth: it continues to expand its distribution across channels and markets, and its portfolio offers multiple entry points, with different types of products across price ranges.
Purina Pro Plan Veterinary Supplements that provide additional and tailored nutritional support, such as Multi Care and Hydra Care, continue to experience strong organic growth.
Vet partnerships for pet health
Therapeutic pet food is a high-margin, fast-growing area. We are investing in this space, leveraging our leading R&D capabilities to further develop the portfolio of diets prescribed by veterinarians as part of their overall treatment protocol for nutritionally responsive health conditions. Purina Pro Plan Veterinary Diets products help support multiple health conditions, such as obesity and diabetes as well as gastrointestinal, urinary, kidney, liver and skin issues.
To drive growth, we are investing in outreach to veterinary schools and key opinion leaders to raise awareness and adoption of these therapeutic products. In North America and Europe, we have increased the number of Purina Pro Plan veterinary associates calling on veterinary practices.
We are seeing success of the direct-to-consumer model in North America, with double-digit growth of Vet Direct, an online platform allowing consumers to purchase Purina Pro Plan Veterinary Diets products using a link from their veterinarians. Increased use of the subscription option means growing consumer loyalty to Purina products.
A shape and taste cats love
Wet cat food makes up around 30% of Purina sales globally and is particularly important in Europe where, in many markets, cats outnumber dogs as the most popular pet. A breakthrough innovation for the category, the pyramid-shaped wet cat food was developed with insights from Purina scientists. They found that the jelly pyramid shape could encourage the full range of natural wide bite, lick-bite, lick and chew behaviors in cats. The patented easy-release pots allow for easy, mess-free single servings while retaining the pyramid shape cats love.
The Gourmet Revelations range in Europe and Fancy Feast Gems range in the United States each offers pyramids made of a delicate mousse with a cascading gravy in four different flavors. In 2025, Gourmet Revelations launched the latest innovation, Fine Cuts in Gelée, a new variant made of a transparent jelly with finely diced tender cuts in three varieties: salmon, chicken or white fish.
The Gourmet Revelations range was rolled out in 20 European markets, and the Fancy Feast Gems range expanded nationwide in the United States to all mass retailers.
Nestlé has a competitive advantage in the nutrition space, driven by consumer- and patient-centricity, powerful brands and science-based innovation. We are uniquely positioned to lead with products covering all life stages, from pre-conception to healthy longevity. We have a strong local presence across the zones and trusted brands across price segments. Our proprietary science and technology expertise allows for differentiated innovations to drive premium as well as affordable solutions, increasing category penetration. We are accelerating innovation in early childhood nutrition while driving volume growth in kids and all family nutrition, and scaling adult nutrition.
Nestlé Health Science operates in strong growth categories: Vitamins, Minerals and Supplements (VMS), Active Nutrition and Medical Nutrition. Global trends are creating growth opportunities for these segments: an aging population, increased health ownership, growing consumer demand for data related to nutrition, and pressure on health spending.
Science-based early-life nutrition
Nestlé is at the forefront of understanding the composition of breastmilk in order to develop products that provide the essential nutrients for babies who cannot be exclusively breastfed. Probiotics play a key role in supporting the gut microbiome and immunity during development in early life. Similarly, human milk oligosaccharides (HMOs), a crucial component of breastmilk, support microbiota development and nurture the immune system.
A key nutrition innovation, NAN Sinergity is the world’s first and only infant formula that combines a unique blend of probiotics with six HMOs structurally identical to those in breastmilk. The continued rollout of NAN Sinergity across all three zones is supported by strong engagement with healthcare professionals around science and nutrition. In 2025, this included a presence at the world’s leading pediatric congress hosted by the European Society for Paediatric Gastroenterology, Hepatology and Nutrition as well as education for parents, caregivers and retailers. NAN Sinergity will reach 50 countries by the end of 2026.
Real food for patients
Nestlé Health Science supports patients who cannot consume food orally and rely on medical nutrition to help them improve their quality of life. Witnessing the evolving preferences of patients and caregivers for familiar food ingredients and plant-based alternatives, we combined expertise in nutrition and scientific innovation to provide nature-inspired medical nutrition with Compleat real food tube-feeding solutions.
In the United States, strong relationships with healthcare providers who prescribe or recommend the product to patients and caregivers, combined with new marketing investments and strategies, are paying off. Sales of Compleat in 2025 are up by about one-third thanks to optimizing marketing, launching medical-community campaigns, adding about 50 new caregiver and patient influencers, and leveraging other innovative digital communications targeting healthcare professionals and consumers.
Whatever your gold…
The mission of Solgar has remained the same since 1947: to create the finest nutritional supplements in small batches, made possible through tireless research, using only the finest raw materials. The 2025 Find Your Gold global marketing campaign engaged consumers through everyday moments: “Whatever your gold is, there’s a Solgar for that.” To complement these efforts, the brand is strengthening partnerships with key retailers in priority markets.
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