Ready-to-Drink (RTD) Coffee - Jordan

The Ready-to-Drink (RTD) Coffee market in Jordan has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for the growth of the RTD Coffee market in Jordan is the changing preferences of customers. With the increasing urbanization and busy lifestyles, consumers are looking for convenient and on-the-go beverage options. RTD Coffee provides a convenient solution for coffee lovers who want to enjoy their favorite beverage without the hassle of brewing it themselves. The ready availability of RTD Coffee in various flavors and formats also appeals to a wide range of consumer preferences.

Trends in the market: One of the key trends in the RTD Coffee market in Jordan is the increasing demand for healthier and more natural options. Consumers are becoming more conscious about their health and are seeking beverages that are low in sugar and artificial additives. As a result, companies in the RTD Coffee market are introducing products with natural ingredients and reduced sugar content to cater to this demand. Additionally, there is a growing interest in specialty and premium RTD Coffee products, as consumers are willing to pay a premium for high-quality and unique flavors.

Local special circumstances: Jordan has a relatively young population with a high percentage of millennials. This demographic group is known for its affinity towards coffee consumption and willingness to try new and innovative products. The popularity of coffee shops and cafes in Jordan further contributes to the growth of the RTD Coffee market, as consumers are already familiar with the taste and experience of coffee. The convenience of RTD Coffee allows consumers to enjoy their favorite beverage even when they are on the go or unable to visit a cafe.

Underlying macroeconomic factors: The growing economy and increasing disposable income in Jordan are also contributing to the growth of the RTD Coffee market. As consumers have more purchasing power, they are willing to spend on premium and convenient products like RTD Coffee. Additionally, the expanding retail sector and the rise of e-commerce platforms have made RTD Coffee more accessible to consumers across the country. The availability of a wide range of RTD Coffee products in supermarkets, convenience stores, and online platforms has further fueled the market growth. In conclusion, the RTD Coffee market in Jordan is experiencing significant growth due to changing customer preferences, including the demand for convenience and healthier options. The young population and the popularity of coffee culture in the country also contribute to the market growth. The growing economy and increasing disposable income further support the expansion of the RTD Coffee market in Jordan.

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.