During 2018, instant coffee saw much lower decline than fresh coffee in retail volume terms. Instant coffee actually recorded strong volume growth rates at the beginning of the review period, but then it started to decline in 2016 and the trend continued throughout 2017 and 2018.
Since new legislation became effective on 1 January 2018, all coffee products with more than 50g net weight are obligated to have a banderole and producers need to pay excise taxes for them. This is having a profound influence on the competitive landscape and the majority of effects are yet to be seen.
The fastest -growing segment of Serbian coffee in 2018 was fresh ground coffee pods. In fact, this was the only category that saw positive retail volume growth in this year, and that growth was in double digits.
The combined retail value share of private label lines within coffee in Serbia increased slightly in 2018. However, there is not much more room for growth of private label in the country, because consumers are usually strongly attached to their favourite brands and the difference in unit prices that private label coffee has as an advantage will simply not be enough for most consumers to abandon their favourite brands.
The leading manufacturers within Serbian coffee – Grand Prom and Strauss Adriatic – are, unsurprisingly, the most active in terms of new product launches. This is expected given their financial power and the ability to invest in new launches.
After several years of holding a stable value share, “others” saw its share within coffee decline slightly in 2018 to reach its lowest of the review period. Whereas many smaller players previously grew at the expense of the largest players because they were selling coffee products illegally, new legislation and excise taxes that became effective at the start of the year has already significantly supressed this once very widespread practise, resulting in decline of others’ retail volume and value sales in fresh coffee in 2018.
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This industry report originates from Passport, our Hot Drinks market research database.