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Learn more28 pages, Mar 2018
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RTD coffee’s unique selling point in Germany, a market where hot coffee is hugely popular, is its convenience. Coffee drinkers who cannot live without a regular caffeine fix but who do not have the time to drink a hot cup of coffee are thus choosing cold variants, with this trend likely to continue over the forecast period.
RTD coffee drinkers in Germany are generally aware that these products contain a high percentage of sugar. While several manufacturers have started to introduce unsweetened and high-in-caffeine RTD coffee products in recent years, the aim of which is to attract new consumers to the category, these have seen only limited success as consumers who are looking for energising and healthy beverages are unlikely to switch from other non-alcoholic drinks categories such as unsweetened colas, energy drinks or hot coffee.
Although existing RTD coffee drinkers are expected to maintain their consumption habits over the forecast period, the category is unlikely to attract significant numbers of new consumers due to a lack of new product development. Many traditional hot coffee consumers have not tried cold variants and are not expected to change their drinking habits in the near future.
While the internationally known Nescafé brand from Nestlé Deutschland continued to lead the category in 2017, other RTD coffee manufacturers gained share, for example Innoprax with its Caffè Lattesso brand and Emmi Deutschland with its Emmi Caffé Latte. Furthermore, the former expanded its portfolio by introducing Caffè Lattesso Black, an RTD coffee drink that is produced without a milk base, thereby seeking to attract new consumers to the category.
The cold brew coffee trend, which has made its way across the Atlantic to Europe, has as yet failed to catch on in Germany. The first company which tried to introduce a cold brew variant, launched in April 2017, was Mövenpick.
While the primary motivation for launching new variants is to better compete with other manufacturers of RTD coffee, there is also some cross-category competition with other milk drinks. The industry hopes that some consumers of dairy-based milk drinks or even flavoured sour milk could switch to RTD coffee.
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Overview
Discover the latest market trends and uncover sources of future market growth for the RTD Coffee industry in Germany with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
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This industry report originates from Passport, our Soft Drinks market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.