Ready-to-Drink (RTD) Coffee - Georgia

The Ready-to-Drink (RTD) Coffee market in Georgia is experiencing significant growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in Georgia are increasingly seeking convenient and on-the-go beverage options, which has fueled the demand for Ready-to-Drink (RTD) Coffee. The busy lifestyles of consumers have led to a shift in preferences towards ready-made coffee drinks that can be consumed quickly and easily. Additionally, there is a growing preference for beverages that offer a combination of convenience and quality, making RTD coffee an attractive choice for many consumers.

Trends in the market: One of the key trends in the RTD Coffee market in Georgia is the rising popularity of cold brew coffee. Cold brew coffee is known for its smooth and less acidic taste, which appeals to a wide range of consumers. This trend is driven by the increasing awareness of health benefits associated with cold brew coffee, such as lower acidity levels and reduced bitterness. As a result, many coffee companies have introduced cold brew coffee products to cater to this growing demand. Another trend in the market is the introduction of innovative flavors and formulations in RTD coffee products. Companies are constantly experimenting with new flavors and ingredients to attract consumers and differentiate their products from competitors. This includes the use of unique ingredients such as spices, herbs, and natural sweeteners to create distinctive and appealing flavors. These innovative offerings have helped to expand the consumer base and drive the growth of the RTD coffee market in Georgia.

Local special circumstances: Georgia has a rich coffee culture, with a long history of coffee consumption and production. This cultural affinity towards coffee has created a favorable environment for the growth of the RTD coffee market. Consumers in Georgia have a deep appreciation for coffee and are willing to try new and unique coffee products. This cultural context has contributed to the strong demand for RTD coffee in the country.

Underlying macroeconomic factors: The growing economy in Georgia has played a significant role in the development of the RTD coffee market. As disposable incomes rise, consumers have more purchasing power to spend on premium and convenient products like RTD coffee. The increasing urbanization and modernization of the country have also contributed to the growth of the market, as consumers in urban areas are more likely to seek out convenient beverage options. In conclusion, the Ready-to-Drink (RTD) Coffee market in Georgia is experiencing growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. The demand for convenient and on-the-go beverage options, the popularity of cold brew coffee, the introduction of innovative flavors, the cultural affinity towards coffee, and the growing economy are all driving the growth of the RTD coffee market in Georgia.

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.