RTD coffee is mainly sold in smaller pack sizes in Guatemala, and typically purchased for on-the-go consumption. Consequently, the category was hard hit by the outbreak of COVID-19 in 2020, with off-trade volume sales plummeting as people spent much more time at home than usual due to lockdown measures, remote working and fear of contracting the virus.
While fresh ground coffee and coffee pod products in the Starbucks range have continued to perform well and benefited from strong investment in distribution and promotional support in 2021, RTD coffee variant Starbucks Frappuccino was recently withdrawn from the shelves of modern grocery retailers in Guatemala. This move was partly a response to the challenging trading conditions created by the pandemic, especially in 2020, but also reflects the fact that distributor The North American Coffee Partnership sees little sales potential for the brand in the country due to the narrow appeal of RTD coffee in general.
Despite the niche status of this category in Guatemala and the difficult trading environment created by the pandemic, RTD coffee has recently witnessed some new product development activity. Most notably, Spanish brand Cacaolat Mocca was launched in 2021.
Given that RTD coffee is primarily purchased for on-the-go consumption, the category is expected to see off-trade volume sales growth slow in 2022 as Guatemalans continue to spend more time at home than usual due to the fallout of COVID-19. Retail demand should then pick up from 2023 as life begins to return to normal with improvements in vaccination rates and the anticipated easing of the pandemic.
Café Olé from Sigma Alimentos is expected to maintain its dominant position in RTD coffee over the forecast period. The only brand in this category with a presence in modern and traditional channels, it recorded a dramatic increase in its off-trade volume sales share over 2020-2021 following the withdrawal of main competitor Starbucks Frappuccino from modern grocery retailers outlets, and further gains are likely in the short term.
While spending more time at home than usual since the beginning of the pandemic, many consumers have recently shown growing interest in higher quality fresh ground coffee – including pods – and instant coffee mixes at the retail level. Fuelled by the desire to recreate on-trade experiences at home, this trend has also stimulated demand for fresh and instant coffee products with more refined and exotic flavours.
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Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.See All of Our Definitions
This report originates from Passport, our RTD Coffee research and analysis database.
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