Ready-to-Drink (RTD) Coffee - Tunisia

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

Customer preferences: Tunisian consumers have shown a growing preference for convenience and on-the-go products, which has contributed to the increasing popularity of RTD Coffee. The fast-paced lifestyle of urban consumers has led to a greater demand for ready-to-drink beverages that can be easily consumed while commuting or during breaks. RTD Coffee offers a convenient and refreshing option for consumers who are looking for a quick energy boost or a refreshing beverage.

Trends in the market: One of the key trends in the RTD Coffee market in Tunisia is the rising popularity of cold brew coffee. Cold brew coffee is made by steeping coffee grounds in cold water for an extended period of time, resulting in a smoother and less acidic flavor compared to traditional hot brewed coffee. This trend is driven by the increasing awareness of the health benefits of cold brew coffee and its unique taste profile. Cold brew coffee is often marketed as a premium product, appealing to consumers who are willing to pay a premium for a high-quality and indulgent beverage. Another trend in the RTD Coffee market in Tunisia is the introduction of innovative flavors and formulations. Manufacturers are constantly introducing new and exciting flavors to cater to the evolving tastes and preferences of consumers. Flavors such as caramel, vanilla, and hazelnut are particularly popular among Tunisian consumers. In addition to flavors, manufacturers are also experimenting with different formulations, such as low-sugar or dairy-free options, to cater to consumers who are looking for healthier alternatives.

Local special circumstances: Tunisia has a strong coffee culture, with coffee being an integral part of daily life for many Tunisians. The consumption of coffee is deeply ingrained in the social fabric of the country, with coffee often being served as a sign of hospitality and friendship. This cultural affinity towards coffee has created a favorable environment for the growth of the RTD Coffee market in Tunisia. Tunisian consumers are open to trying new coffee products and are willing to experiment with different flavors and formulations.

Underlying macroeconomic factors: The growing economy and increasing disposable incomes in Tunisia have also played a role in the development of the RTD Coffee market. As consumers have more purchasing power, they are more likely to spend on premium and convenience products, such as RTD Coffee. The expanding middle class in Tunisia is becoming more urbanized and Westernized, leading to a greater demand for products that are associated with a modern and cosmopolitan lifestyle. In conclusion, the Ready-to-Drink (RTD) Coffee market in Tunisia is growing due to the increasing preference for convenience and on-the-go products, the rising popularity of cold brew coffee, the introduction of innovative flavors and formulations, the strong coffee culture in the country, and the underlying macroeconomic factors such as the growing economy and increasing disposable incomes.

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.