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

The Ready-to-Drink (RTD) Coffee & Tea market in Southern Europe has been experiencing significant growth in recent years. Customer preferences for convenient and on-the-go beverage options, coupled with the rising popularity of coffee and tea consumption, have been driving this growth.

Customer preferences: In Southern Europe, there is a strong demand for ready-to-drink beverages that can be consumed on-the-go. Busy lifestyles and the need for convenience have led consumers to seek out convenient and portable beverage options. Ready-to-drink coffee and tea products provide a convenient solution for consumers who want to enjoy their favorite beverages without the need for preparation or brewing.

Trends in the market: The Ready-to-Drink Coffee & Tea market in Southern Europe has witnessed several key trends. One major trend is the increasing popularity of cold brew coffee. Cold brew coffee has gained traction among consumers due to its smooth and less acidic taste compared to traditional hot brewed coffee. This trend has led to the introduction of a wide range of cold brew coffee products in the market. Another trend in the market is the growing demand for healthier and natural beverage options. Consumers are becoming more conscious about their health and are seeking out products that are low in sugar and free from artificial additives. As a result, there has been a rise in the availability of ready-to-drink coffee and tea products that are made with natural ingredients and have reduced sugar content.

Local special circumstances: Southern Europe has a strong coffee culture, with countries like Italy and Greece known for their traditional coffee preparations. This cultural affinity towards coffee has contributed to the growth of the Ready-to-Drink Coffee market in the region. Additionally, the warm climate in Southern Europe makes cold beverages like iced coffee and tea a popular choice among consumers.

Underlying macroeconomic factors: The Ready-to-Drink Coffee & Tea market in Southern Europe is also influenced by underlying macroeconomic factors. The region has witnessed economic growth in recent years, leading to an increase in disposable income levels. This has resulted in higher consumer spending on premium and convenience products, including ready-to-drink coffee and tea. Furthermore, the tourism industry plays a significant role in the growth of the market. Southern Europe is a popular tourist destination, attracting millions of visitors each year. Tourists often seek out local food and beverage experiences, including traditional coffee and tea. This has created opportunities for the ready-to-drink coffee and tea market to cater to the needs of both local consumers and tourists. In conclusion, the Ready-to-Drink Coffee & Tea market in Southern Europe is growing due to customer preferences for convenient and on-the-go beverage options, as well as the rising popularity of coffee and tea consumption. The market has witnessed trends such as the increasing popularity of cold brew coffee and the demand for healthier and natural beverage options. The region's strong coffee culture and warm climate also contribute to the growth of the market. Underlying macroeconomic factors, such as economic growth and the tourism industry, further drive the development of the market.

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.