Ready-to-Drink (RTD) Coffee & Tea - Togo

The Ready-to-Drink (RTD) Coffee & Tea market in Togo is experiencing significant growth and development.

Customer preferences: In Togo, there is a growing demand for convenient and on-the-go beverage options, which has contributed to the increasing popularity of RTD Coffee & Tea. Consumers are increasingly seeking beverages that are ready to consume and require minimal preparation. The busy lifestyles of Togolese consumers have led to a shift towards convenient and portable beverage options, making RTD Coffee & Tea an ideal choice. Additionally, the younger population in Togo is more open to trying new and innovative beverages, further driving the demand for RTD Coffee & Tea.

Trends in the market: One of the key trends in the RTD Coffee & Tea market in Togo is the introduction of new flavors and varieties. Manufacturers are constantly innovating and introducing new flavors to cater to the diverse preferences of Togolese consumers. Flavors such as mocha, caramel, and matcha are gaining popularity and are being incorporated into RTD Coffee & Tea products. This trend is driven by the desire of consumers to try new and unique flavors, as well as the influence of global beverage trends. Another trend in the market is the focus on healthier and natural ingredients. Togolese consumers are becoming more health-conscious and are seeking beverages that are made with natural and high-quality ingredients. Manufacturers are responding to this trend by using natural sweeteners, reducing the sugar content, and incorporating functional ingredients such as antioxidants and vitamins into their RTD Coffee & Tea products. This trend is in line with the global shift towards healthier and more natural food and beverage options.

Local special circumstances: Togo has a strong coffee and tea culture, which has contributed to the growth of the RTD Coffee & Tea market. The consumption of coffee and tea is deeply ingrained in the daily routines and social gatherings of Togolese consumers. RTD Coffee & Tea products provide a convenient and modern twist to traditional coffee and tea consumption, making them appealing to both younger and older consumers. The familiarity and appreciation for coffee and tea in Togo have created a favorable environment for the growth of the RTD Coffee & Tea market.

Underlying macroeconomic factors: The economic growth and increasing disposable income in Togo have also played a role in the development of the RTD Coffee & Tea market. As the economy improves, consumers have more purchasing power to spend on discretionary items such as RTD Coffee & Tea. The growing middle class in Togo is driving the demand for premium and higher-priced RTD Coffee & Tea products. Additionally, the expansion of modern retail channels, such as supermarkets and convenience stores, has made RTD Coffee & Tea more accessible to consumers across the country. In conclusion, the Ready-to-Drink (RTD) Coffee & Tea market in Togo is experiencing growth and development due to the increasing demand for convenient and on-the-go beverage options, the introduction of new flavors and healthier ingredients, the strong coffee and tea culture in the country, and the underlying macroeconomic factors such as economic growth and increasing disposable income.

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.