Our strategy

In 2025, we concentrated our resources on global platforms, our most successful brands and key innovations with significant growth potential, including Nescafé Espresso Concentrate, Purina pyramid-shaped wet cat food and NAN Sinergity. We also took measures to address our 18 key underperformers, with their contribution to Group organic growth improving by 30 basis points compared to last year, demonstrating the effectiveness of our focused approach.

Going forward, we are expanding the scope of our growth platforms from 10% to 30% of sales. These are expected to deliver high single-digit growth, supported by additional investments. At the same time, we are taking targeted measures to continue improving our underperforming businesses.

To drive the growth of these big, strategic consumer platforms, we are building multi-year innovation pipelines, based on strong consumer insights, that extend beyond individual products to encompass entire product ranges with superior consumer taste preference. These robust pipelines will be promoted under our leading brands, scaled globally and marketed with industry-leading excellence. 

Our data shows us that the consumption of cold coffee is a growing trend globally, particularly among younger consumers who are entering the coffee category. This strategic platform is a great example of how we look at increasing our impact. With innovations such as Nescafé Espresso Concentrate, a premium liquid coffee concentrate used to create a variety of iced beverages at home, Nescafé Iced Blend, the first premium soluble coffee that dissolves in cold liquids, and Nescafé ready-to‑drink offerings that are being launched in many markets, we are setting new standards in the category. Scaling such great innovations globally and to our other coffee brands will help us further accelerate growth.

Through exceptional consumer, category and customer understanding, we are transforming to deliver industry-leading brand building and innovation of our portfolio of iconic brands to delight consumers, grow categories and win with customers.

We focus our marketing investment on our strategic global and local brands, and on category-growing innovation that drives the growth of our strategic platforms. We are launching the new ‘Brand Building the Nestlé Way’ internally to drive company-wide focus, upskilling, and mastery of the drivers of real internal growth and market share gains: 

• Unrivalled Superiority, ensuring great tasting and high-quality products as well as superior design and functionality of our packaging across our existing business and innovation
• Unbeatable Value, delivering competitive pricing, strategic pack architecture and effective promotions
• Unmissable Visibility, maximizing our distribution and achieving leading in-store and online placement
• Unforgettable Communications, developing consistent, distinct and creative brand assets, and investing in high-impact media

We are transforming our marketing operating model to reach consumers in a digital, social-first media landscape. We will scale best-in-class content studios to deliver high-quality assets, alongside data, analytics and ROI tools to drive impact and strong local relevance.

We have made great progress in 2025 in mapping our processes across the organization, so that we are not looking at them in silos. This progress is facilitated by our digital transformation, which embeds new technologies and AI to help us simplify, digitalize and automate to get the full value out of our shared services.

Shared service centers play a crucial role in our transformation, allowing us to operate with less repetition, and clearer roles and responsibilities. By capitalizing on shared services and determining what should be managed above-market versus in-market, we aim to optimize our resources and drive sustainable growth.

We have a strong, standardized digital backbone with global reach. Our single Enterprise Resource Planning (ERP) system and strong data foundations support planning for our entire enterprise, enabling us to react faster in our decisions about procurement, manufacturing and distribution—avoiding wasteful spending and lost opportunities.

To optimize our digital investments, we are upskilling our people to take full advantage of new technologies. Nestlé has the highest number of people using generative AI within the consumer goods industry. Nestlé was recently selected to join the Frontier Firm AI Initiative, a collaboration by the Digital Data Design Institute at Harvard (D^3) and Microsoft to shape the future of human-led, AI-driven business.