In 2018, chocolate-based flavoured powder drinks remained the only active category within other hot drinks. There is minimal presence of malt-based, non-chocolate flavoured and other plant-based hot drinks brands but this is market negligible and there is low demand for these products.
One of the major impediments to a more significant market penetration and growth for the other hot drinks category is its limited consumer base, which includes mostly the younger consumers: toddlers, children and young adults. Underage consumers were the most loyal consumer group for the chocolate-based flavoured powder drinks in 2018 as this is their favourite drink type amongst all other hot drinks ranges.
Compared to coffee and tea, other hot drinks is facing very limited activity on the part of NBOs and GBOs of the competing brands. This is mainly because the category leaders have already secured their market positions.
Nestlé Adriatik Makedonija is the undisputed leader within other hot drinks in Macedonia in 2018. The company derives its strong position from strong sales of its internationally renowned brand Nesquik, within chocolate-based flavoured powder drinks.
Kraskomerc dooel, a subsidiary of the Croatian company Kraš dd, ranked second within other hot drinks in 2018. Kraskomerc’s value share kept increasing over the review period, with the exception of 2018 when due to competitive pressure from new-lower priced brands the share moderately declined.
With Vitaminka no longer competing within other hot drinks, following the withdrawal of its Milko brand, the share held by domestic companies is negligible. International companies dominated other hot drinks throughout the review period.
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This report originates from Passport, our Other Hot Drinks research and analysis database.
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