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Bru overtakes Nescafe as coffee drinkers' first choice
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Saturday, 04 March, 2006, 08 : 00 AM [IST]
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second place. Market researcher AC Neilsen's all-India retail numbers that have just come in suggest that Bru has established market leadership with 44% branded coffee drinkers preferring it. However, Nescafe continues to be more popular among instant coffee drinkers. The Rs 511 crore coffee market consists of instant and roasted and ground coffee. Nescafe enjoys the larger share of the Rs 361-crore instant coffee market.
Instant coffee and roasted and ground coffee cannot be compared as there is a clear north-south divide. While south India prefers roasted and ground coffee, popularly known as filter coffee, north India likes the instant variety. Bru has sales of Rs 224 crore as against Nescafe's (Classic and Sunrise) sales of Rs 214 crore in 2005. AC Nielsen says Bru has captured value leadership by a thin lead of 2.6% over Nescafe. The survey put Nescafe's share at 55.3% and it continues to be the leader in the instant coffee market. " Bru is still at number 2," according to a spokesperson of AC Neilsen.
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