Being a habitual drink, coffee remains very popular in Saudi Arabia and, despite earlier economic hiccups, still maintains a stable growth. It is continuously patronized by all age groups and by diverse communities. The trend picks up even further, with the growing presence of multinational players, introducing their own distinct blends and individuals flavors. Previous report said that the estimated value of total coffee market in Saudi Arabia stands at above SR5 billion annually. Fresh ground coffee is mainly led by local brands, however, instant coffee is led by Nestle SA, with a 77 percent value share, the report noted. And as consumers pay more attention to health issues and healthier lifestyle, coffee makers come up with healthier products such as decaffeinated instant coffee as well as fruit/herbal flavored concoctions. Against this backdrop, Nespresso - part of Nestle Group - unveiled last week it's greatest coffee machine innovation in Saudi Arabia. The launch of Nespresso CitiZ, which is the fusion of the latest technology and cutting-edge design, reflects the innovative drive of Nespresso to satisfy the needs of sophisticated coffee drinkers and aficionados. Jihad Karam, market director of Nespresso in the Middle East, North Africa, Turkey and Cyprus, said “the Kingdom of Saudi Arabia is characterized by a large and growing segment of sophisticated customers who enjoy the finest luxuries, which is clearly apparent in their consumption and shopping habits.” CitiZ comes in various types and sizes. They were designed in two styles, both retro and high tech, to give design-loving coffee aficionados more choice. Under the Classic, which is basically for home use, there are 16 models to choose from, with price tags starting from SR1,100. And for the Professional, which is essentially for corporate use, 7 models are lined up, with prices starting from SR2,000. Rafat El-Azzeh, general manager of Arabia Al-Soukya International (exclusive distributor in Saudi Arabia of Nespresso), said during the press conference that “our consumers will realize our enthusiasm to reach perfection, when they taste the new coffee for the first time, which is deemed as an important part of Nespresso's comprehensive strategy, aimed at making high quality coffee and reaching new areas around the world.” Like all Nespresso machines, CitiZ range contains the technologically advanced Nespresso patented extraction and brewing system, which controls all the elements needed to create the perfect coffee. CitiZ is equipped with an automatic standby mode to reduce energy consumption. Gabriel Nseir de las Casas, Al-Soukya's regional manager for the Eastern Province, added that plans are afoot to install Nespresso boutiques in strategic locations in the Kingdom to serve the best interests of coffee lovers. Nespresso targets to capture five percent of the Saudi market within 10 years. __
