RTD Coffee in Germany

PROSPECTS

Innovation and premiumisation in RTD coffee driving growth

Although RTD coffee in Germany is already a developed category, it is experiencing an evolution in 2019. New product variants have been rolled out in recent years to meet the growing consumer demand for convenient, healthy and functional beverages.

Cold brew coffee emerges in RTD coffee and offers opportunities

For years, the RTD coffee category in Germany was characterised by the presence of only traditional iced coffee varieties, such as latte and frappuccino styles. However, now a new concept of RTD coffee is arriving in Germany.

On-the-go consumption and health positioning to boost growth

In addition to cold brew variants and rising demand for healthy and plant-based options, RTD coffee off-trade volume sales are increasing thanks to the escalation in on-the-go consumption. The lifestyle of many Germans has become more hectic and in order to save time consumers are searching for quick but healthy drinking options.

COMPETITIVE LANDSCAPE

Private label continues to decline

Private label in German RTD Coffee traditionally holds a strong position, together still the largest share in 2019. However, for a number of years its share has eroded rapidly, as branded players have more successfully addressed current consumer trends and launched various new products and brand extensions.

Emmi and Starbucks battle for leadership

Besides the strong private label presence, RTD coffee in Germany is led by Emmi and Starbucks. Emmi enjoys long-standing leadership in German RTD coffee thanks to its high-quality coffee and innovative approach.

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