RTD coffee will see a drastic slowdown in 2020 as a result of the outbreak of COVID-19. The main reason for this is due to the ongoing restrictions implemented by the government in Latvia.
A slight boost in RTD coffee was noted in the summer, after months of reduced demand. As many consumers continued to avoid foodservice establishments, RTD coffee was seen as a close replacement for ice coffee.
In recent years, major hypermarkets have started offering 2-3 RTD coffee brands, and even larger assortments in summer. Nonetheless, despite the presence on the shelves of major retailers like Maxima and Rimi, the RTD coffee offer is generally limited and typically difficult to find inside or outside refrigerated areas, where it is placed alongside flavoured dairy drinks or to-go products.
In 2021, RTD coffee is expected to see increased growth, however a total rebound is not predicted until 2022. From here onwards, both current value and volume growth will mirror what it was prior to the pandemic.
The on-trade is not set to sell RTD coffee in Latvia over the forecast period as the product area is too niche to justify expansion into the on-trade. Moreover, the on-trade is dominated by hot coffee and iced coffee, so there is not much room for the saturation of other caffeine-based drinks.
Many consumers remain unaware of RTD coffee, as these products tend to be kept in refrigerators and advertised only sporadically via retailers’ promotional leaflets and word-of-mouth communication. Improving visibility and trial purchase-driving marketing activities remain crucial to any attempts to grow awareness and expand the appeal of RTD coffee over the forecast period.
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Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Latvia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Coffee industry in Latvia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 DefinitionsThis report originates from Passport, our RTD Coffee research and analysis database.
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