RTD Coffee in Germany

PROSPECTS

Cold brew coffee offers further opportunities

Cold brew coffee remained a rather new concept in Germany in 2018, with these products only just starting to grow. Some brands from start-ups, such as Karacho, which was introduced in 2017, have already made it into the well-known German drugstore chain Dm, while further new launches were seen in 2018, such as Schärf Cold Brew Coffee, Pfanner Coffee & Orange and Coffee & Lemon, as well as the organic and vegan Cold Brew Wild Coffee from Voelkel.

New strategies as flavours remain traditional

According to trade sources, German consumers continue to prefer traditional products such as latte and cappuccino and therefore there is rather limited potential in terms of introducing new flavours in RTD coffee. Nevertheless, other strategies are being used by manufacturers to attract consumers.

COMPETITIVE LANDSCAPE

Significant share of private label set to slowly fall?

The share of private label in RTD coffee remained very strong in 2018, especially when compared to other soft drinks categories. This is due to the fact that there is a wide choice of private label products available, from the discounter Aldi to the organic supermarket chain Alnatura, but also the fact that the price difference between brands and private label is quite significant, especially in a price-sensitive country like Germany.

The leading two brands face further competition from smaller players

RTD coffee in Germany is a fairly consolidated category. Emmi and its close rival Starbucks were the leading brands in 2018.

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