Other plant-based hot drinks recorded notably better retail value and volume growth than chocolate-based flavoured powder drinks did in 2018. This was a result of improving distribution of the former, due to the increasing popularity of health food stores, which always offer these other plant-based hot drinks products.
Consumers are increasingly using other plant-based hot drinks products as a substitute for coffee; certain consumers cannot tolerate caffeine or do not want to consume coffee for some other health reasons, and they find an alternative in other plant-based hot drinks. Improved distribution of these products also helps here.
During the first part of the review period, chocolate-based flavoured powder drinks recorded several consecutive years of retail volume decline. This was mainly a result of declining disposable income resulting from the Serbian government’s austerity measures.
Share of others within Serbian other hot drinks continued to decline in 2018. The trend was also visible during the entire review period and can be considered a consequence of stronger attachment of consumers to their favourite brands.
As of 2018, there were no private label lines within Serbian other hot drinks. Retailers apparently do not see the benefit of investing in it due to the relatively limited consumer base for these products.
Just as in several previous years, there were not many new product launch activities within other hot drinks in Serbia in 2018. In fact, there were no new launches at all, as producers were happy with the category growth and busy with other strategies for winning shares, primarily with improving availability of their brand portfolios.
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This industry report originates from Passport, our Hot Drinks market research database.