Ready-to-Drink (RTD) Coffee - Ethiopia

The Ready-to-Drink (RTD) Coffee market in Ethiopia is experiencing significant growth and development in recent years.

Customer preferences: Ethiopian consumers are increasingly embracing the convenience and taste of ready-to-drink coffee beverages. With busy lifestyles and a growing coffee culture, many consumers are looking for on-the-go options that provide a quick and easy caffeine boost. The demand for RTD coffee is also driven by the desire for innovative and unique flavors, as well as the growing popularity of coffee as a social and cultural beverage.

Trends in the market: One of the key trends in the RTD coffee market in Ethiopia is the emergence of local coffee brands that offer a wide range of flavors and varieties. These brands often emphasize the use of high-quality Ethiopian coffee beans, which are known for their rich and distinct flavors. Additionally, there is a growing trend of collaborations between local coffee brands and international coffee chains, which helps to expand the availability and reach of RTD coffee products. Another trend in the market is the increasing availability of RTD coffee products in various distribution channels. While traditional retail outlets such as supermarkets and convenience stores remain important, there is a growing presence of RTD coffee in cafes, restaurants, and even online platforms. This allows consumers to easily access their favorite coffee beverages wherever they are, further driving the growth of the market.

Local special circumstances: Ethiopia has a long-standing coffee culture and is known as the birthplace of coffee. This rich coffee heritage has contributed to the development of a strong domestic coffee market. Ethiopian consumers have a deep appreciation for coffee and are willing to pay a premium for high-quality products. This creates a favorable environment for the growth of the RTD coffee market, as consumers are willing to experiment with new flavors and brands.

Underlying macroeconomic factors: Ethiopia is experiencing steady economic growth, which has resulted in an expanding middle class with increased disposable income. This has led to a rise in consumer spending on non-essential products, including RTD coffee. Additionally, the country's young and urban population is more open to trying new products and flavors, further driving the demand for RTD coffee. In conclusion, the Ready-to-Drink (RTD) Coffee market in Ethiopia is growing rapidly due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. With a strong coffee culture, increasing disposable income, and a desire for convenience, Ethiopian consumers are embracing the convenience and taste of RTD coffee beverages. This presents significant opportunities for both local and international coffee brands to tap into this expanding 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.