Unlike many other soft drinks categories, which experienced a slowdown in growth or even negative sales growth, RTD coffee experienced positive growth in 2018. The increasing demand among Indonesian people for instant and practical products, and also the mushrooming of stalls selling coffee in cold conditions, is encouraging the expansion of the culture of drinking cold coffee, especially among teenagers.
Like the RTD tea category, RTD coffee also experienced a significant increase in the number of brands in the last two years. More and more manufacturers are entering this category by offering a choice of flavours or pack sizes that do not yet exist in the marketplace.
Santos Jaya Abadi PT continued to lead RTD coffee in 2018 due to its strong brand variants, especially in modern retail channels. Its wider range of pack types than its competitors as well as its price discount strategy in convenience stores are the main attractions for consumers.
Tirta Fresindo Jaya, which has the number one brand in RTD coffee with Kopiko 78C, recorded strong sales growth in 2018. The main advantages of Tirta Fresindo Jaya PT are its ability to maintain the availability of products in traditional channels as well as its being a pioneer of PET bottle packaging in RTD coffee.
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This industry report originates from Passport, our Soft Drinks market research database.