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

The Ready-to-Drink (RTD) Coffee market in Southern Europe is experiencing significant growth and development. Customer preferences for convenient and on-the-go beverages, coupled with the increasing popularity of coffee consumption, are driving the demand for RTD coffee in this region.

Customer preferences: In Southern Europe, customers are increasingly seeking convenient and portable beverage options to fit their busy lifestyles. RTD coffee provides a convenient solution for coffee lovers who want to enjoy their favorite beverage on-the-go, without the need for brewing or preparation. The ready availability of RTD coffee in various flavors and packaging sizes caters to the diverse preferences of consumers in this region.

Trends in the market: The RTD coffee market in Southern Europe is witnessing several key trends. Firstly, there is a growing demand for premium and specialty RTD coffee products. Consumers are willing to pay a premium for high-quality coffee beverages that offer unique flavors and blends. This trend is driving innovation in the market, with companies introducing new and exotic coffee flavors to cater to the evolving tastes of consumers. Additionally, there is a rising trend of health-conscious consumers opting for healthier RTD coffee options. This has led to the introduction of low-sugar, organic, and plant-based RTD coffee products in the market. Manufacturers are focusing on using natural and sustainable ingredients to meet the demands of health-conscious consumers.

Local special circumstances: Southern Europe has a strong coffee culture, with countries like Italy and Greece known for their traditional coffee consumption habits. The popularity of espresso and other coffee-based beverages in these countries has paved the way for the growth of the RTD coffee market. Consumers in Southern Europe have a deep appreciation for coffee and are open to trying new and innovative coffee products. Furthermore, the warm climate in Southern Europe makes RTD coffee a refreshing and popular choice among consumers. The convenience of grabbing a cold RTD coffee on a hot summer day is appealing to locals and tourists alike.

Underlying macroeconomic factors: The growing RTD coffee market in Southern Europe is also influenced by several macroeconomic factors. The region has experienced economic growth and increasing disposable incomes, which has led to higher consumer spending on indulgent and convenient products like RTD coffee. Additionally, the rise of e-commerce and online retail platforms has made it easier for consumers to access a wide range of RTD coffee products, further fueling the market growth. In conclusion, the Ready-to-Drink (RTD) Coffee market in Southern Europe is thriving due to customer preferences for convenience, the popularity of coffee consumption, and the presence of a strong coffee culture in the region. The market is witnessing trends towards premium and specialty products, as well as healthier options. Local special circumstances, such as the coffee culture and warm climate, contribute to the growth of the market. Underlying macroeconomic factors, such as economic growth and increasing disposable incomes, also play a significant role in the development of the RTD coffee market in Southern Europe.

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.