In off-trade terms, RTD coffee is expected to further benefit from the popular coffee culture in Latvia, especially in the hot summer months. While RTD coffee is present on the shelves of the main retailers such as Maxima and Rimi, the offer is limited and typically difficult to find both inside and outside the refrigerated areas, where it is placed either with flavoured dairy drinks or with to-go products.
As coffee-to-go is a popular concept in general, iced coffee and cold brews are widely available from coffee shops, cafés, Narvesen convenience stores and some other retailers in the capital, which makes RTD coffee off-trade a niche and rather a convenient substitute where on-trade varieties of coffee are unavailable. Unfortunately tinned coffee mostly contains higher sugar content than fresh iced coffee, which limits its appeal to weight-conscious consumers.
Many consumers are not aware of RTD coffee, as it is hidden in refrigerators and advertised sporadically via retailers’ promotion leaflets and word-of-mouth. At the same time, visibility and trial-driving marketing activities are critical to expanding the category’s appeal.
RTD coffee in Latvia remained fairly fragmented. Brand rotation during the summer period remains high, as distributors are experimenting with such niche products established in retail chains.
While there were no Starbucks specialist coffee shops in Latvia in 2018, the brand enjoys high awareness amongst internationally-mobile Latvians. During the forecast period, Starbucks products are likely to become increasingly accessible to local consumers, benefitting further from better support and distribution as the result of the Nestlé - Starbucks coffee international licensing contract signed in 2018.
Paulig’s cold RTD coffee brand Frezza became available in Latvia as of summer 2018. The initial range includes seven products, including those with milk, lactose free and vegan varieties.
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