Ready-to-Drink (RTD) Coffee - Eastern Africa

The Ready-to-Drink (RTD) Coffee market in Eastern Africa has been experiencing significant growth in recent years. Customer preferences in the region have shifted towards convenience and on-the-go consumption, driving the demand for ready-to-drink coffee products. With busy lifestyles and increasing urbanization, consumers are seeking convenient options that can be consumed quickly and easily. RTD coffee provides a convenient solution, allowing consumers to enjoy their favorite coffee flavors without the need for brewing or preparation. Trends in the market show a growing preference for flavored RTD coffee products. Consumers in Eastern Africa are increasingly looking for unique and innovative flavors to enhance their coffee-drinking experience. This trend is driven by the desire for variety and the influence of global coffee culture. Manufacturers are responding to this demand by introducing a wide range of flavored RTD coffee options to cater to different taste preferences. Local special circumstances in Eastern Africa also contribute to the development of the RTD coffee market. The region has a strong coffee culture, with a tradition of coffee consumption that dates back centuries. This cultural affinity towards coffee creates a favorable environment for the growth of the RTD coffee market. Additionally, the rising popularity of coffee shops and cafes in the region has increased awareness and exposure to different coffee flavors, further driving the demand for RTD coffee products. Underlying macroeconomic factors also play a role in the development of the RTD coffee market in Eastern Africa. Economic growth and increasing disposable incomes have led to a rise in consumer purchasing power, allowing more consumers to afford premium products such as RTD coffee. Additionally, the growing middle class in the region has a higher inclination towards Western-style lifestyles and consumption patterns, which includes the adoption of RTD coffee as a trendy and fashionable beverage option. Overall, the Ready-to-Drink (RTD) Coffee market in Eastern Africa is experiencing growth due to changing customer preferences towards convenience, the introduction of innovative flavors, the region's strong coffee culture, and favorable macroeconomic factors. As the market continues to evolve, manufacturers and retailers in the region have the opportunity to capitalize on these trends and further expand the RTD coffee market.

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.