Chocolate-based flavoured powder drinks is the primary drink sold through foodservice retailers in Serbia, and much like tea and coffee, the drink is recording negative growth in 2020. This is seeing chocolate-based flavoured powder drinks and other hot drinks record a foodservice volume decline of 24% in 2020, compared to growth of 4% in 2019.
Price-sensitivity is increasing in 2020, as consumers have lost jobs and being asked to work from home, increasing their financial insecurity and worries about the future. Despite this, trading down to cheaper brands in other hot drinks has not been evident in 2020, as these products are limited, and no lower-price private label goods are available.
Retail volume sales received a strong boost due to the pandemic, and are expected to move from 4% in 2019 to 6% in 2020. This is being driven by consumers spending more time at home, with foodservice closures making it impossible to buy other hot drinks from the off-trade.
Retail volume sales will decline in 2021, compared to the boost in growth that was recorded in 2020, due to the outbreak of COVID-19. As such, once other hot drinks return to normal demand, a volume decline will be registered in 2021, which will also be the result of competition returning from foodservice.
With the outbreak of COVID-19 increasing consumers interest in health and wellness, across the forecast period, brands will focus on introducing products with healthier images, marketing claims such as “lower sugar content”, “no sugar” and “with added vitamins”. In addition, it is expected that more consumers will begin to avoid coffee as part of the health and wellness trend.
Due to the outbreak of COVID-19, there was a visible move to e-commerce in 2020, with many consumers wary of leaving the home to shop in public. As such, other hot drinks saw new consumers migrate to the online channel, appreciating the safer form of retail.
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Understand the latest market trends and future growth opportunities for the Other Hot Drinks industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Other Hot Drinks research and analysis database.
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