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

The Ready-to-Drink (RTD) Coffee market in Southern Africa is experiencing significant growth and development.

Customer preferences: In recent years, there has been a growing demand for convenience and on-the-go products among consumers in Southern Africa. This has led to an increased interest in ready-to-drink beverages, including RTD coffee. Consumers are increasingly seeking products that offer convenience, portability, and a quick energy boost. RTD coffee meets these requirements, as it can be easily consumed without the need for any additional preparation or equipment. Additionally, the popularity of coffee as a beverage choice has been steadily increasing in the region, further driving the demand for RTD coffee.

Trends in the market: One of the key trends in the RTD coffee market in Southern Africa is the introduction of innovative and unique flavors. Manufacturers are constantly striving to differentiate their products and attract consumers with new and exciting flavor options. This trend is driven by the desire to cater to the diverse tastes and preferences of consumers in the region. Additionally, there is a growing interest in healthier options, leading to the development of RTD coffee products that are low in sugar and calories. This trend is in line with the global shift towards healthier lifestyles and the increasing awareness of the negative health effects of excessive sugar consumption.

Local special circumstances: Southern Africa has a unique coffee culture, with a preference for strong and bold flavors. This preference is reflected in the RTD coffee market, where products with a rich and intense coffee taste are particularly popular. Additionally, there is a strong emphasis on local and sustainable sourcing in the region. Consumers in Southern Africa appreciate products that support local communities and promote environmentally friendly practices. This has led to the emergence of RTD coffee brands that prioritize fair trade and sustainable sourcing of coffee beans.

Underlying macroeconomic factors: The growing middle class and urbanization in Southern Africa have had a positive impact on the RTD coffee market. As incomes rise and more people move to cities, there is an increased demand for convenient and easily accessible products. RTD coffee fits this demand perfectly, as it can be found in a variety of retail outlets, including convenience stores, supermarkets, and cafes. Additionally, the region's young and dynamic population is driving the demand for RTD coffee. Younger consumers are more likely to embrace new trends and are willing to spend on products that align with their lifestyle and preferences. In conclusion, the Ready-to-Drink (RTD) Coffee market in Southern Africa is experiencing growth and development due to the increasing demand for convenient and on-the-go products, the popularity of coffee as a beverage choice, and the introduction of innovative flavors. The local coffee culture, preference for strong flavors, and emphasis on local and sustainable sourcing also contribute to the market's growth. The growing middle class, urbanization, and young population in the region are underlying macroeconomic factors that drive the demand for RTD coffee.

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.