Ready-to-Drink (RTD) Coffee & Tea - Jordan

The Ready-to-Drink (RTD) Coffee & Tea market in Jordan has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: In Jordan, there has been a growing demand for convenient and on-the-go beverage options, which has contributed to the rise of the RTD Coffee & Tea market. Consumers are increasingly looking for ready-made beverages that can be easily consumed while commuting or during busy workdays. This preference for convenience has led to a shift away from traditional hot beverages towards RTD options.

Trends in the market: One of the key trends in the RTD Coffee & Tea market in Jordan is the increasing popularity of flavored and specialty drinks. Consumers are seeking unique and innovative flavors, such as caramel, vanilla, and matcha, which provide a refreshing and indulgent experience. This trend is driven by the desire for variety and the influence of global beverage trends. Another trend in the market is the growing demand for healthier options. Health-conscious consumers are looking for beverages that are low in sugar, calories, and artificial additives. As a result, there has been an increase in the availability of RTD Coffee & Tea products that are made with natural ingredients and sweetened with alternatives like stevia or honey.

Local special circumstances: Jordan has a young and urban population, which has contributed to the growth of the RTD Coffee & Tea market. Younger consumers, in particular, are more open to trying new and innovative beverage options. Additionally, the urban lifestyle in Jordan, characterized by long working hours and busy schedules, has created a need for convenient and portable beverages. Furthermore, the tourism industry in Jordan has played a role in driving the RTD Coffee & Tea market. The country is a popular destination for tourists, who often seek familiar and easily accessible beverages. This has led to an increased demand for international brands and flavors in the RTD Coffee & Tea market.

Underlying macroeconomic factors: The growing economy and rising disposable incomes in Jordan have also contributed to the development of the RTD Coffee & Tea market. As consumers have more purchasing power, they are able to afford premium and higher-priced beverages. This has created opportunities for both local and international brands to introduce innovative and high-quality RTD Coffee & Tea products. Additionally, the expanding retail sector in Jordan, including the growth of supermarkets and convenience stores, has made RTD Coffee & Tea products more accessible to consumers. The increased availability and visibility of these products have further fueled the market growth. In conclusion, the Ready-to-Drink (RTD) Coffee & Tea market in Jordan has experienced significant growth due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The demand for convenience, flavored and specialty drinks, healthier options, and the influence of the young and urban population, as well as the tourism industry, have all contributed to the expansion of the market. Moreover, the growing economy and expanding retail sector have made RTD Coffee & Tea products more accessible to consumers.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.