RTD coffee remains quite an underdeveloped category in Georgia. Lack of promotion within the review period and low availability and poor competition within the category have led to low awareness amongst consumers.
Even in a situation where there is low awareness and hardly any promotion or sales stimulation, RTD coffee is expected to continue to see growth in the forecast period. The expansion of modern grocery retailers is expected to contribute to this.
In Georgia there is no tradition or culture of consuming RTD coffee in the on-trade channel. Most of the coffee consumed is fresh – in the summer consumers switch to cold coffee, but not RTD coffee.
O-Dean Foods is present in Georgia with two RTD coffee brands, Gourmet Ice Coffee and Mandheling. These brands are visible in grocery retailers and are the most readily available amongst the brands present.
In 2017 and 2018, Viva by Orbita Co and Okf Coffee by OKF Corp managed to gain notable off-trade volume and value shares in the underdeveloped RTD coffee category. They achieved success without any promotional activity or advertising.
Due to low sales of RTD coffee, local manufacturers are not interested in entering this category. RTD coffee is completely dominated by imported brands, and this is not expected to change within the forecast period, at least as long as demand for RTD coffee remains so low.
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