Executive Summary

Mar 2019
PROSPECTS
Despite growing trend for convenience, sales of RTD coffee remain relatively flat

In 2018, despite the growing trend for convenience and the increasing importance of health and wellness, sales of RTD coffee remained relatively flat. The category is facing a lack of significant brand presence while the local coffee drinking culture continues to prevent RTD coffee from achieving more significant growth and penetration.

Local coffee drinking culture restricts on-trade sales of RTD coffee

On-trade sales of RTD coffee remained negligible in 2018, due to the existing local coffee drinking culture, which focuses on the consumption of fresh ground coffee prepared as a hot drink (mostly Turkish coffee or espresso and Cappuccino). Additionally, RTD coffee is less appealing to local consumers because most brands present locally consist of coffee and milk or other dairy alternative mixes.

Limited brand presence prevents more significant growth

Macedonian RTD coffee continued to face limited supplies of relevant brands, which prevent more significant growth for the category as local consumers have little exposure to these products and brands. Particularly important is the fact that there is no adequate supply of freshly brewed RTD coffee, which contains pure coffee, without dairy or non-dairy additions.

COMPETITIVE LANDSCAPE
Nestlé Adriatik Makedonija dominates value sales of RTD coffee in 2018

Due to the higher unit prices of its RTD coffee brand Nescafé Xpress, Nestlé Adriatik Makedonija (subsidiary of Nestlé SA), retained its leadership of RTD coffee in off-trade value terms with a moderately declining share in 2018. The company ranked second in off-trade volume terms, steadily gaining ground throughout the review period, while due to unit price oscillations, its value share posted mixed results during this period.

Croatian company Vindija dd leads RTD coffee in volume terms

In 2018, Croatian company Vindija dd and its brand Ice Coffee Z'Bregov led RTD coffee in off-trade volume terms in 2018. Due to the lower unit prices of its RTD coffee brand, this performance in volume terms does not translate into a leading position in value terms, leading to its second position in 2018.

Category leaders face limited and weak competition locally

There were no domestic companies present in RTD coffee in 2018. This is due to the lack of production facilities in the country capable of producing RTD coffee.

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RTD Coffee in Macedonia

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Overview

Discover the latest market trends and uncover sources of future market growth for the RTD Coffee industry in North Macedonia 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.

If you're in the RTD Coffee industry in North Macedonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The RTD Coffee in North Macedonia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of RTD Coffee in North Macedonia?
  • What are the major brands in North Macedonia?
  • What are the key new launches of RTD Coffee and bottled coffee products?
  • Who are the consumers of RTD coffee in North Macedonia?
  • Where is ready to drink coffee most commonly consumed?

Why buy this report?

  • 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

This industry report originates from Passport, our Soft Drinks market research database.

RTD Coffee in Macedonia - Category analysis

HEADLINES

PROSPECTS

Despite growing trend for convenience, sales of RTD coffee remain relatively flat
Local coffee drinking culture restricts on-trade sales of RTD coffee
Limited brand presence prevents more significant growth

COMPETITIVE LANDSCAPE

Nestlé Adriatik Makedonija dominates value sales of RTD coffee in 2018
Croatian company Vindija dd leads RTD coffee in volume terms
Category leaders face limited and weak competition locally

CATEGORY DATA

Table 1 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 2 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 3 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 4 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 9 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 10 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 11 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

Soft Drinks in Macedonia - Industry Overview

EXECUTIVE SUMMARY

Soft drinks maintains healthy growth in precarious economic times
Health and wellness trends increasingly shape soft drinks
Domestic companies overwhelmingly dominate soft drinks
Significant activities in 2018 in relation to key new product launches in soft drinks
Despite maturity of main categories, soft drinks to maintain healthy growth

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2013-2018
Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 31 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 32 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2013-2018
Table 34 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 43 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources